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Are You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation
Dubrovnik: RIT Croatia, 2021. urn:nbn:hr:229:687087
Kuši, Dejana
RIT Croatia

Citirajte ovaj rad

Kuši, D. (2021). Are You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation (Završni rad). Dubrovnik: RIT Croatia. Preuzeto s https://urn.nsk.hr/urn:nbn:hr:229:687087

Kuši, Dejana. "Are You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation." Završni rad, RIT Croatia, 2021. https://urn.nsk.hr/urn:nbn:hr:229:687087

Kuši, Dejana. "Are You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation." Završni rad, RIT Croatia, 2021. https://urn.nsk.hr/urn:nbn:hr:229:687087

Kuši, D. (2021). 'Are You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation', Završni rad, RIT Croatia, citirano: 23.04.2024., https://urn.nsk.hr/urn:nbn:hr:229:687087

Kuši D. Are You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation [Završni rad]. Dubrovnik: RIT Croatia; 2021 [pristupljeno 23.04.2024.] Dostupno na: https://urn.nsk.hr/urn:nbn:hr:229:687087

D. Kuši, "Are You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation", Završni rad, RIT Croatia, Dubrovnik, 2021. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:229:687087

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Podaci o radu
NaslovAre You Certain You Really Like Those Jeans You Are Wearing?: The Influence of Social Proof and Authority on a Product Evaluation
AutorDejana Kuši
MentorVanda Bazdan (mentor)
Ustanova koja je dodijelila
akademski / stručni stupanj		RIT Croatia
Dubrovnik
Datum i država obrane2021-04-24, Hrvatska
Znanstveno / umjetničko
područje, polje i grana		DRUŠTVENE ZNANOSTI
Ekonomija
Sažetak
Abstract The purchasing decisions of consumers have been reshaping rapidly, therefore, businesses need to implement a transitional approach to marketing and sales of the products and utilize the advantage of knowing what influences those purchasing decisions in order to achieve competitive advantage. This paper investigates the influence of social proof and authority on consumers’ evaluation of the product. A research was conducted in the form of an experiment in which three groups of participants were required to evaluate three glasses of identical wine. One group was a control group with no exerted influence while two other groups were experimental groups exposed to manipulation of social proof and authority. Results suggest that social proof and authority are positively correlated with the evaluation of the product while there is no significant influence of socio-demographic variables. The findings of the study can be applied in marketing and sales sectors and used as a tool to successfully influence decisions consumers make when buying the products.
Ključne riječi
Jezikengleski
URN:NBNurn:nbn:hr:229:687087
Studijski programNaziv: Service Management
Vrsta studija: stručni
Stupanj studija: preddiplomski
Akademski / stručni naziv: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (bacc. oec.)
Vrsta resursaTekst
Način izrade datotekeIzvorno digitalna
Prava pristupaOtvoreni pristup
Uvjeti korištenjaIkona licence Zaštićeno autorskim pravom.
RepozitorijDigitalni repozitorij RIT Croatia
Datum i vrijeme pohrane2021-07-29 11:32:11

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