| Sažetak | Tema ovoga završnoga rada je „Analiza percepcije mladih o etičnosti oglašavanja modnih brendova na društvenim mrežama“ te budući da ista pripada području marketinga, obrađeni su pojmovi oglašavanje, društvene mreže i modni brendovi te etičnost u oglašavanju.
Danas je oglašavanje neizostavan dio promocijskih aktivnosti te je prisutno u svim raspoloživim masovnim medijima. S obzirom na razvoj digitalnih tehnologija, internet i društvene mreže nameću se kao primarni odabir oglašivača, a pritom potiskuju tradicionalne oblike poput televizije, novina, radija i drugih. Međutim, u želji da oglašavanje bude što kreativnije, originalnije i drugačije, vrlo se često dovodi u pitanje etičnost oglasa.
Cilj ovoga rada bio je ispitati percepciju mladih o etičnosti u oglašavanju modnih brendova na društvenim mrežama. Kvantitativno istraživanje provedeno je tijekom svibnja, lipnja i srpnja 2023. godine elektroničkom anketom. Anketnom upitniku pristupilo je 312 ispitanika, no 303 ispitanika čine uzorak jer su u dobi od 18 do 35 godina te koriste društvene mreže. Provedenim istraživanjem nastajalo se utvrditi obraćaju li ispitanici pažnju na etičnost modnih brendova, što posljedično utječe i na njihove odluke o kupnji pojedinoga modnoga brenda. Temeljem dobivenih rezultata, navedeni su ograničenja te smjernice za buduća istraživanja o etičnosti u oglašavanju. |
| Sažetak (engleski) | The topic of this final paper is “The analysis of young people’s perceptions of ethics of fashion brands advertising on social media”, and, as it falls within the scope of marketing, the following terms were analysed: advertising, social media and fashion brands and ethical advertising.
Nowadays, advertising is an integral component of promotional activities and is present in all available mass media. Considering the development of digital technologies, the Internet and social media seem to be the first choice for most advertisers, pushing aside the traditional ways of advertising, such as TV, newspapers, radio, etc. However, while the trend is to make advertising as creative, original and different as possible, the ethics of advertising can frequently be brought into question.
The aim of this paper was to examine young people’s perceptions of ethics of fashion brands advertising on social media. The quantitative research was conducted during May, June, and July 2023, via online survey. The survey was filled in by 312 respondents, but 303 respondents make up the sample as they are in the 18-35 age range group, and they are social media users. The conducted research was aimed at determining whether the respondents pay attention to how ethical fashion brands are, which, consequently, affects their decisions to purchase a particular fashion brand item. Based on the obtained results, the limitations and guidelines for future research on ethical advertising are stated. |
