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Gen Z's attitude towards social media advertising through influencers compared to ads in traditional media
No full textDanas svjedočimo sve češćoj pojavi novih oblika oglašavanja, a jedan od novijih oblika su i utjecajne osobe koje omogućavaju da se komunikacija koja je do sada bila većinski zastupljena u vidu pružanja informacija putem tradicionalnih oblika medija prebaci u digitalni oblik, pružanjem informacija na društvenim mrežama. No, s obzirom na to da se ovakav oblik oglašavanja smatra relativno novim u odnosu na oglase koji se već duži niz godina plasiraju u tradicionalne medije, to može dovesti do različitosti u stavovima koje potrošači imaju prema novim medijima u odnosu na tradicionalne (Liu, Ren i Zhou, 2021). Iz tog razloga, predmet diplomskog rada je dobiti uvid u to kakav je stav generacije Z prema oglašavanju utjecajnih osoba putem društvenih mreža u odnosu na oglašavanje u tradicionalnim medijima. Cilj rada jest istražiti potencijalnu razliku u stavovima kod generacije Z prema dva spomenuta načina oglašavanja. Kao ciljna skupina za razmatranje ovog pitanja uzeta je generacija Z za koju možemo reći kako je odrasla u svijetu digitalnih medija, a koje im ujedno predstavlja i mjesto na kojem pretražuju većinu informacija. Navedeno će se istražiti primarnim istraživanjem putem anketnog upitnika koji je preuzet iz znanstvenog rada Liu, Ren i Zhou, (2021.), The different perception and reaction of customers towards traditional marketing and influencer marketing in food industry, gdje će se koristiti pitanja sa ponuđenim odgovorima te Likertova skala. Rezultati samog istraživanja pokazuju sklonosti generacije Z prema društvenim mrežama kao oblika medijskog prostora za objavu oglasa putem utjecajnih osoba te njihovu preferenciju u odnosu prema tradicionalnim medijima.Today, we are witnessing an increasingly common occurrence of new forms of advertising, with one of the newer forms being influencer marketing, which enables the communication that has traditionally been predominantly in the form of providing information through traditional media to transition into digital form by providing information on social media platforms. However, since this form of advertising is considered relatively new compared to ads that have been placed in traditional media for many years, it can lead to differences in attitudes that consumers have towards new media compared to traditional ones (Liu, Ren, and Zhou, 2021). For this reason, the subject of the thesis is to gain insight into the attitudes of Generation Z towards influencer advertising on social media compared to advertising in traditional media. The aim of the study is to explore potential differences in attitudes among Generation Z towards these two mentioned advertising methods. The target group for considering this issue is Generation Z, which can be said to have grown up in the world of digital media and which also represents the place where they search for the majority of information. This will be investigated through primary research using a questionnaire taken from the scientific paper by Liu, Ren, and Zhou (2021), "The different perception and reaction of customers towards traditional marketing and influencer marketing in the food industry", where questions with multiple-choice answers and Likert scale will be used. The results of the research indicate Generation Z's tendencies towards social networks as a media space for advertisements via influencers and their preference compared to traditional media
The influence of business ethics on the financial reporting of small and medium - sized enterprises
No full textTemelje etičkog poslovanja malih i srednjih poduzeća čine individualne osobine pojedinca, etički kodeks poslovnog ponašanja, moralne odgovornosti i obveze menadžera te razine i dileme etičkog odlučivanja. Financijsko izvještavanje malih i srednjih poduzeća svakodnevno se susreće sa mnogim, ponekad i nelogičnim potezima menadžmenta koji je glavni i odgovorni prilikom financijskog izvještavanja malih i srednjih poduzetnika. Interne kontrole obavljaju se unutar granica poduzeća da bi se pratilo ostvarivanje unaprijed postavljenih ciljeva i predložile eventualne korektivne akcije u slučaju odstupanja od ciljeva. Poslovna etika uči što je moral te da ponašanje bude prilagođeno onom što je prirodno, normalno i što se očekuje od poduzeća bez obzira kakav će biti rezultat poslovanja. Prema tome menadžment je odgovoran, a računovodstvo zaduženo da se financijski izvještaji sastave sukladno poslovnoj etici. Provedeno istraživanje pokazuje da ipak postoje prijevare u financijskim izvještajima te da se računovođe često susreću sa pritiscima na neetično ponašanje. Česti razlozi za takvo ponašanje su smanjenje poreznih obveza i stvaranje lažne slike o uspješnosti poslovanja te mito i korupcija.The foundations of the ethical business of small and medium-sized enterprises are the individual characteristics of the individual, the ethical code of business conduct, the moral responsibilities and obligations of managers, and the levels and
dilemmas of ethical decision-making. The financial reporting of small and medium-sized enterprises is daily faced with many, sometimes illogical moves by the management who is the main and responsible for the financial reporting of small and medium-sized enterprises. Internal controls are performed within the boundaries of the company in order to monitor the achievement of pre-set goals and propose possible corrective actions in case of deviations from the goals. Business ethics teaches what morality is and that behavior should be adapted to what is natural, normal and what is expected from the company, regardless of what the business result will be. Accordingly, management is responsible, and accounting is in charge of preparing financial statements in accordance with business ethics. The conducted research shows that there are still frauds in financial statements and that accountants often face pressures to behave unethically. Frequent reasons for such behavior are the reduction of tax obligations and the creation of a false image of business success, as well as bribery and corruption
Perceived value and behavioral intentions of consumers in the category of preparative cosmetic products of Croatian brands
No full textCilj ovog diplomskog rada bio je istražiti i analizirati potrošačevu percipiranu vrijednost i namjere ponašanja na primjeru kategorije preparativnih kozmetičkih proizvoda hrvatskih marki. Prvi dio rada čini teorijski okvir unutar kojeg se nastojalo definirati i objasniti pojmove percipirane vrijednosti te njenih dimenzija (funkcionalne, ekonomske, socijalne i emocionalne), kao i namjere ponašanja potrošača koje su uključivale namjeru kupnje proizvoda, spremnost potrošača na plaćanje više cijene proizvoda, spremnost potrošača na pozitivnu komunikaciju i preporuku proizvoda drugima te namjeru ponovne kupnje proizvoda. Za potrebe diplomskog rada provedeno je empirijsko istraživanje na namjerom, prigodnom uzorkom. U istraživanju je inicijalno sudjelovalo 107 ispitanika, a 102 ispitanika su zadovoljila ključan uvjet da bi mogli nastaviti s popunjavanjem anketnog upitnika. Rezultati istraživanja pokazali su kako ispitanici generalno imaju pozitivnu percipiranu vrijednost preparativnih kozmetičkih proizvoda hrvatskih marki. Dobiveni rezultati također sugeriraju kako ispitanici doista namjeravaju kupiti proizvode promatrane kategorije, spremni su na davanje pozitivne preporuke drugima te namjeravaju ponovno kupiti one proizvode koji su im se pokazali učinkovitima. Izuzetke ovim rezultatima predstavljaju percipirana socijalna vrijednost za koju su ispitanici generalno zauzeli neutralni stav te spremnost, odnosno ne spremnost ispitanika na plaćanje više cijene ukoliko je ona dvostruko ili znatno viša od trenutne.The aim of this thesis was to investigate and analyze the consumer's perceived value and behavioral intentions on the example of the category of preparative cosmetic products of Croatian brands. The first part of the paper offered a theoretical framework within which the concepts of perceived value and its dimensions (functional, economical, social and emotional) were defined and explained, as well as consumer's behavioral intentions that included the purchase intention, consumer's willingness to pay a premium price for the product, consumer's willingness to communicate positively and recommend the product to others and the repurchase intention. For the purposes of the thesis, empirical research was conducted with the non-probability, convenience sampling. Initially, 107 participants participated in the study, and 102 of them met the key condition. The results of the research showed that the respondents generally have a positive perception of the value of preparative cosmetic products of Croatian brands. The obtained results also suggest that the respondents do have intention to buy products of the observed category, are ready to give a positive recommendation to others and intend to repurchase those products that have proven to be effective. Exceptions to these results are perceived social values, for which the respondents generally have a neutral attitude, as well as the respondents' willingness, or unwillingness, to pay a premium price if it is twice or significantly higher than the current one
Digitalisation and automation of business processes based on the example of implementation of software solution for businesses operating in tourism sector
No full textCilj ovog dijela prikazati je mogućnosti digitalizacije i digitalne transformacije na području turizma s obzirom na sve veće razvijanje i širenje same industrije. S obzirom na pretpostavku da se digitalizacija poslovanja najčešće provodi uvođenjem digitalnih tehnologija u poslovanje, ovaj rad pregledat će potrebne procese koji se moraju izvršiti kako bi se nove digitalne tehnologije uspješno uvele u svakodnevno poslovanje poduzeća koje posluje u turizmu. Digitalna transformacija, kao i novi poslovni modeli unutar turizma koji su se počeli javljati posljedično razvijanju novih tehnologija, bit će opisani kroz primjere poslovanja i izmjene koje su se dogodile na području same industrije turizma. Kako bi se što bolje razumjeli navedeni digitalizirani poslovni procesi, bit će predstavljeni glavni tipovi poduzeća koja svoje poslovanje ostvaruju na području turizma.This final thesis' main idea is to show possibilities of digitalisation and digital transformation in the tourism sector, considering constant tourism development and its expansion. Considering the preposition which declares that digitalisation is mostly achieved by introducing new digital technologies into business, this thesis will look into necessary processes and steps which need to be executed in order a business, which is a part of the tourism sector, needs to take order to successfully implement new digital technologies in business. Digital transformation, as well as new business models within tourism, which have been developed as a consequence of rapid development of new technologies, will be described through examples of businesses and changes that occurred in the tourism sector. In order to fully comprehend named digitalised business processes, the main types of business operating in the tourism sector will be further explained
The use of artificial intelligence in business economics education
No full textOvaj diplomski rad istražuje primjenu umjetne inteligencije (UI) u visokoškolskom obrazovanju s fokusom na poslovnu ekonomiju. Cilj rada je analizirati mogućnosti korištenja UI u obrazovnom procesu, istražiti stavove studenata prema ovoj tehnologiji te identificirati prednosti i izazove njezine integracije. U teorijskom dijelu rada definirani su osnovni pojmovi, tehnologije i alati vezani uz UI, te njihov utjecaj na studente i nastavnike. Empirijsko istraživanje provedeno je anketnim upitnikom među studentima poslovne ekonomije, pri čemu su prikupljeni podaci o korištenju UI alata u obrazovanju, učestalosti njihove upotrebe i zadovoljstvu studenata. Rezultati istraživanja pokazuju da većina studenata koristi UI alate, pri čemu prepoznaju automatizaciju rutinskih zadataka kao glavnu prednost. Istraživanje također ukazuje na umjerenu razinu zadovoljstva studenata korištenjem UI u obrazovanju te ističe izazove poput pristranosti i smanjenja osobne interakcije s nastavnicima. Zaključci rada upućuju na potrebu za odgovornom i etički utemeljenom implementacijom UI u visoko obrazovanje, uz osiguranje sigurnosti podataka i jednakog pristupa za sve studente.This thesis explores the application of artificial intelligence (AI) in higher education with a focus on business economics. The aim of the study is to analyze the possibilities of using AI in the educational process, investigate students’ attitudes towards this technology, and identify the advantages and challenges of its integration. The theoretical part of the thesis defines the basic concepts, technologies, and tools related to AI, as well as their impact on students and teachers. The empirical research was conducted through a survey questionnaire among business economics students, collecting data on the use of AI tools in education, the frequency of their use, and student satisfaction. The research results show that most students use AI tools, with automation of routine tasks recognized as the main advantage. The research also indicates a moderate level of student satisfaction with the use of AI in education and highlights challenges such as bias and the reduction of personal interaction with teachers. The conclusions of the thesis point to the need for responsible and ethically grounded implementation of AI in higher education, ensuring data security and equal access for all students
Running a small business in the digital age
No full textU suvremenom društvu digitalizacija postaje sve važnija, no mnogi poduzetnici i menadžeri još uvijek dvoje oko koristi i učinkovitosti ulaganja u digitalizaciju svojih poslovnih procesa Digitalna transformacija obuhvaća ključna područja kao što su digitalni marketing, digitalizacija i automatizacija poslovnih procesa, digitalna nabava, digitalizacija prodajnih predstavnika te analiza velikih količina podataka i slično.
Digitalizacija kao proces usvajanja novih digitalnih poslovnih modela i tehnologija omogućava malim poduzećima proširenje tržišnog dosega, bolju povezanost s globalnim tržištima i efikasnije korištenje resursa putem digitalnih platformi, e-trgovine i digitalnog marketinga. Primjena ovih tehnologija potiče inovacije, agilnost i brzu prilagodbu tržišnim promjenama čime mala poduzeća mogu ostvariti konkurentsku prednost.
Iako digitalna transformacija donosi brojne prednosti kao što su povećana vidljivost na tržištu, bolja suradnja s partnerima i kupcima, te brza prilagodba promjenama, mala poduzeća suočavaju se i s izazovima. Ti izazovi uključuju ograničene financijske i tehnološke resurse, sigurnosne rizike i intenzivnu konkurenciju na digitalnom tržištu. Unatoč postojećim izazovima, digitalna transformacija nudi značajne mogućnosti za mala poduzeća koja su spremna investirati u odgovarajuće digitalne strategije i tehnologije, čime mogu osigurati dugoročnu održivost i rast u globalnom tržišnom okruženju.In modern society, digitalization is becoming increasingly important, yet many entrepreneurs and managers still hesitate about the benefits and effectiveness of investing in the digitalization of their business processes. Digital transformation encompasses key areas such as digital marketing, digitalization and automation of business processes, digital procurement, the digitalization of sales representatives, big data analysis, and more.
Digitalization, as the process of adopting new digital business models and technologies, enables small businesses to expand their market reach, improve connectivity with global markets, and use resources more efficiently through digital platforms, e-commerce, and digital marketing. The application of these technologies’ drives innovation, agility, and rapid adaptation to market changes, allowing small businesses to achieve a competitive advantage.
While digital transformation brings numerous advantages, such as increased market visibility, better collaboration with partners and customers, and rapid adaptation to changes, small businesses also face challenges. These challenges include limited financial and technological resources, security risks, and intense competition in the digital marketplace. Despite these challenges, digital transformation offers significant opportunities for small businesses willing to invest in appropriate digital strategies and technologies, thereby ensuring long-term sustainability and growth in the global market environment
The impact of the COVID-19 pandemic on the manufacturing industry of European union countries with special reference on Croatia
No full textZavršni rad istražuje utjecaj pandemije COVID-19 na prerađivačku industriju EU s posebnim naglaskom na Hrvatsku. Rad analizira značaj prerađivačke industrije za gospodarstvo, njen doprinos BDP-u i zaposlenosti te izazove s kojima se industrija suočila tijekom pandemije, uključujući poremećaje u opskrbnim lancima i pad potražnje. Poseban fokus stavljen je na sektore farmaceutske industrije, koja je ostvarila rast, i tekstilne industrije, koja je pretrpjela najveće gubitke. Cilj rada je razumjeti otpornost i prilagodbu prerađivačke industrije u uvjetima globalne krize.The thesis explores the impact of the COVID-19 pandemic on the manufacturing industry of the European Union, with a special focus on Croatia. It analyzes the significance of the manufacturing industry for the economy, its contribution to GDP and employment, and the challenges the industry faced during the pandemic, including supply chain disruptions and a decline in demand. Particular focus is placed on the pharmaceutical sector, which experienced growth, and the textile industry, which suffered the greatest losses. The aim of the paper is to understand the resilience and adaptation of the manufacturing industry in the context of a global crisis
The role of social media in shaping the destination image of Slavonija and Baranja
No full textPredmet istraživanja diplomskog rada je uloga koju društvene mreže imaju u kreiranju imidža destinacije Slavonije i Baranje. Ciljevi diplomskog rada su bili: istražiti dosadašnje spoznaje o ulozi i primjeni društvenih mreža u izgradnji destinacijskog imidža, ustanoviti imidž Slavonije i Baranje kreiran na društvenim mrežama na temelju primarnog istraživanja te oblikovati prijedloge za unapređenje i poboljšanje marketinških aktivnosti na društvenim mrežama kako bi se kreirao pozitivan i snažan imidž Slavonije i Baranje. Kako bi se ustanovio imidž Slavonije i Baranje, provedeno je kvantitativno istraživanje anketnim upitnikom na 131 ispitaniku te su rezultati analizirani metodama ispitivanja i deskripcije. Rezultati istraživanja ukazuju na nedovoljnu iskorištenost potencijala društvenih mreža u kreiranju imidža Slavonije i Baranje. Ispitanicima društvene mreže ne pružaju dovoljno informacija o destinaciji, sadržaj smatraju nedovoljno ažurnim. Međutim, imaju pozitivan percipirani imidž destinacije, kojem ne prethode nužno društvene mreže, već preporuke poznanika, kojima najviše vjeruju.The subject of this reaserch in the master thesis is the role that social media has in creating a destination image of Slavonija and Baranja. The goals of the thesis were to review the current knowledge about the role and usage of social media in building a destination image, to establish the image of Slavonia and Baranja created on social media based on the primary research, and to formulate proposals for the improvement of marketing activity on social media in order to create a positive and strong image of Slavonije and Baranja. In order to establish the image of Slavonija and Baranja, a quantitative survey was conducted with a questionnaire on 131 respondents, and the results were analyzed using methods of examination and description. The results of the research point to insufficient use of the potential of social media in creating the image of Slavonia and Baranja. Social media does not provide the respondents with enough information about destinations, they consider the content to be not up-to-date. However, they have a positive perceived image of destination, which is not necessarily preceded by social media but by recommendations from friends , whom they trust the most
Sharing economy in retail on example of apparel
No full textEkonomija dijeljenja je koncept koji se temelji na zajedničkom korištenju resursa kako
bi se smanjili troškovi i povećala efikasnost. U maloprodaji, posebno u odjevnoj industriji,
ekonomija dijeljenja igra ključnu ulogu u promoviranju održivosti i smanjenju otpada. Tri
platforme koje ističu različite aspekte ovog pristupa su Rent the Runway, ThredUP i Peerby.
Svaka od njih doprinosi ekonomiji dijeljenja na svoj jedinstveni način. Rent the Runway je
pionir u iznajmljivanju dizajnerske odjeće i modnih dodataka. Osnovana s ciljem da visoka
moda postane dostupnija širem krugu ljudi, ova platforma omogućava korisnicima da
iznajmljuju odjeću za posebnim prigodama ili svakodnevnu upotrebu. ThredUP je najveća
online trgovina za kupovinu i prodaju second-hand odjeće, obuće i dodataka. Platforma nudi
širok spektar pre-owned modnih artikala, čime potiče recikliranje i ponovnu upotrebu odjeće.
Peerby je platforma koja omogućava korisnicima posuđivanje ili iznajmljivanje
predmeta od drugih ljudi u njihovoj lokalnoj zajednici. Iako nije isključivo fokusirana na
modu, Peerby promovira ekonomiju dijeljenja i smanjuje potrebu za kupovinom novih
artikala. Sve tri platforme zajedno doprinose smanjenju otpada, promicanju održivih praksi i
podršci cirkularne ekonomije. Kroz iznajmljivanje, preprodaju i dijeljenje, one omogućuju
potrošačima da sudjeluju u ekonomiji dijeljenja, smanjujući negativan utjecaj na okoliš i
promovirajući odgovornu potrošnju.The sharing economy is a concept based on the shared use of resources to reduce costs
and increase efficiency. In retail, especially in the apparel industry, the sharing economy plays
a key role in promoting sustainability and reducing waste. Three platforms that highlight
different aspects of this approach are Rent the Runway, ThredUP and Peerby. Each of them
contributes to the sharing economy in their own unique way. Rent the Runway is a pioneer in
the rental of designer clothing and fashion accessories. Founded with the aim of making high
fashion accessible to a wider range of people, this platform allows users to rent clothes for
special occasions or everyday use. ThredUP is the largest online store for buying and selling
used clothes, shoes and accessories. The platform offers a wide range of used fashion items,
thus encouraging recycling and reuse of clothing.
Peerby is a platform that allows users to borrow or rent items from other people in
their local community. Although not exclusively focused on fashion, Peerby promotes the
sharing economy and reduces the need to purchase new items. All three platforms together
contribute to reducing waste, promoting sustainable practices and supporting the circular
economy. Through renting, reselling and sharing, they enable consumers to participate in the
sharing economy, reducing the negative impact on the environment and promoting
responsible consumption
Analysis of the german digital bank N26
No full textPoslovanje digitalnih banaka predstavlja revolucionarnu promjenu u tradicionalnom bankarskom sektoru, pružajući korisnicima nove mogućnosti u upravljanju njihovim financijama putem mobilnih aplikacija. U ovom kontekstu, analiza njemačke digitalne banke N26 pruža dublji uvid u njezinu strategiju, stanje poslovanja i buduće perspektive. N26 se ističe kao vodeća digitalna banka fokusirana na europsko tržište, nudeći širok raspon usluga uključujući tekuće račune, debitne kartice i mogućnost podizanja gotovine. S naglaskom na pristupačnost, transparentnost troškova i jednostavnost korištenja, N26 je stekao veliku popularnost među korisnicima koji traže moderno i fleksibilno bankarstvo. Analiza N26 - ovog poslovanja otkriva brojne prednosti poput inovativnih značajki, rasta korisničke baze i financijske stabilnosti. Međutim, suočava se i s izazovima kao što su konkurencija na tržištu, regulatorni zahtjevi i potreba za kontinuiranim poboljšanjima. Unatoč tim izazovima, buduće perspektive N26-a su optimistične jer ima čvrstu poziciju na tržištu, snažan financijski temelj i mogućnost daljnjeg rasta i razvoja. U konačnici, N26 predstavlja primjer kako digitalne banke transformiraju bankarski sektor i prilagođavaju se potrebama modernih potrošača, postavljajući temelje za budući razvoj digitalnog bankarstva.The operation of digital banks represents a revolutionary change in the traditional banking sector, providing users with new opportunities in managing their finances through mobile applications. In this context, the analysis of the German digital bank N26 provides a deeper insight into its strategy, state of operations and future prospects. N26 stands out as a leading digital bank focused on the European market, offering a wide range of services including current accounts, debit cards and cash withdrawals. With an emphasis on affordability, cost transparency and ease of use, N26 has gained great popularity among customers looking for modern and flexible banking. An analysis of N26's business reveals numerous advantages such as innovative features, growing user base and financial stability. However, it also faces challenges such as market competition, regulatory requirements and the need for continuous improvements. Despite these challenges, the future prospects of N26 are optimistic because it has a solid position in the market, a strong financial foundation and the possibility of further growth and development. Ultimately, N26 is an example of how digital banks are transforming the banking sector and adapting to the needs of modern consumers, laying the foundations for the future development of digital banking