Iskanje po repozitoriju

The Influence of content marketing on purchase decisions
Jasenka Haleus, Armand Faganel, 2026, izvirni znanstveni članek

Opis: Research Question (RQ):This study addresses how content marketing can be clearly defined and applied, particularly for organizations that are in the early stages of adoption or have not yet implemented it, with emphasis on its key elements, interaction with consumers, and its influence on consumer purchase decision-making.Purpose:The purpose of this research was to examine the influence of content marketing on consumer purchase decisions. The aim of the research was to highlight the importance of content marketing in terms of strategic marketing planning and its impact on achievingeffective and competitive marketing organizations.Method:The research is based on a primary empirical quantitative approach. It was conducted on a sample of 128 students and younger employed persons from the city of Zagreb. Various scientific research methods were used, including analysis and synthesis, abstraction and concretization, generalization and specialization, inductive and deductive methods, classification, description, and statistical methods. For hypothesis testing, univariate and bivariate analyses were applied, particularly correlation and regression analysis.Results:The research results showed a statistically significant and positive influence of content marketing on consumer purchase decisions (p < 0.001). Regression analysis confirmed the predictive ability of content marketing in shaping purchase decisions, which also confirmed the research hypothesis.Organization:The findings of the research have important practical implications for managers and marketing experts, as they show that content marketing is an effective strategy for increasing company performance, creating greater value for consumers, and achieving competitive advantage in the market.Society:The research highlights the role of digital communities and viral communication in shaping new social dynamics that extend beyond individual consumer behavior to broader societal interactions.Originality:The originality of the research lies in the development of a simple research model for examining the influence of content marketing on purchase decisions. The study contributes to the understanding of this relatively new field and opens possibilities for the further development of this research domain.Limitations / Further Research:The study is limited by a relatively small sample size and cross-sectional design, which restricts generalization and longitudinal analysis. Future research should include larger samples and longitudinal approaches.
Ključne besede: content marketing, consumer behaviour, purchase decisions, digital marketing, viral communication, marketing strategy, online communities, decision-making
Objavljeno v RUP: 12.06.2026; Ogledov: 286; Prenosov: 9
Celotno besedilo (461,17 KB)
Gradivo ima več datotek! Več...

From Views to Potential Behaviours : The Role of Travel Vlogs and Digital Nudging in Croatian Coastal Tourism
Lidija Nujić Pečenec, izvirni znanstveni članek

Opis: This study investigates how travel vloggers potentially influence tourist behaviour through digital nudging, focusing on four Croatian coastal cities: Dubrovnik, Split, Zadar, and Šibenik. Using qualitative thematic analysis of a purposive sample of English-language YouTube travel vlogs, the research addresses three questions: (1) the types of problems vloggers encounter at the destination, (2) the advice they offer and how it may function as digital nudging, and (3) their motivations for content creation. Findings show that vloggers frequently report issues such as overcrowding, noise, and high prices, often framing these as experiential warnings. Their advice, ranging from strategies to avoid crowds to promoting cultural awareness, could function as informal behavioural guidance. Identified nudging techniques include simplification, framing, priming, loss aversion, and the messenger effect. Vloggers are motivated by audience growth and channel promotion, financial incentives, and informative intent. The study contributes to the growing field of digital nudging by highlighting the potential role of vloggers as informal behavioural influencers in tourism. It bridges behavioural science, tourism studies, and digital media research, showing how peer-generated content on digital platforms could subtly shape tourist behaviour. Practically, the findings suggest that collaboration with vloggers could offer destination management organizations (DMOs) and tourism professionals a scalable, cost-effective method to promote sustainable and culturally sensitive travel behaviours. By embedding incentives in authentic, understandable content, destinations may indirectly address challenges such as overtourism and environmental degradation.
Ključne besede: digital nudging, tourism, social media vlogs, tourist behaviour
Objavljeno v RUP: 06.03.2026; Ogledov: 444; Prenosov: 31
Celotno besedilo (242,39 KB)
Gradivo ima več datotek! Več...

A 25-Year Odyssey through Luxury Tourism Research
Aji Sudarsono, Ramiz Ansharil Haq, 2025, izvirni znanstveni članek

Opis: This study conducts a bibliometric and systematic literature review (SLR) of luxury tourism research, analysing 72 Scopus-indexed articles from 2000 to 2025. The findings reveal a growing interest in luxury tourism, with publication peaks in 2024 (14 articles) and notable growth between 2022 and 2023. Italy leads in research output (8 articles), followed by the UK, New Zealand, and China (7 each), while developing nations like Indonesia remain underrepresented. Thematic analysis identifies key clusters, including socio-economic impacts, luxury consumer behaviour, and sustainability in hospitality. Research predominantly employs qualitative methodology (38 studies) as the primary data collection tool. Emerging trends emphasize digitalization, sustainability, and experiential luxury tourism, with increasing use of AI, machine learning, and social media analytics. The study highlights the multidisciplinary nature of luxury tourism, intersecting with business, social sciences, and environmental studies. Mixed-method approaches are gaining traction, blending qualitative depth with quantitative generalizability. Key challenges include balancing luxury tourism’s economic benefits with sustainability and addressing infrastructural gaps in emerging destinations. The VOSviewer analysis underscores global research collaborations, with Europe and Asia as dominant contributors. Practical implications suggest that stakeholders should prioritize sustainable practices, digital marketing, and personalized experiences to cater to luxury tourists. Future research should explore developing markets, cultural influences, and policy impacts to enrich the global understanding of luxury tourism dynamics.
Ključne besede: luxury tourism, bibliometric analysis, systematic literature review, PRISMA, digitalization, consumer behaviour
Objavljeno v RUP: 20.01.2026; Ogledov: 766; Prenosov: 25
Celotno besedilo (836,90 KB)

Regional Disparities in Health-Seeking Behaviour in Nigeria : Evidence from the World Bank General Household Survey
Uche Abamba Osakede, M. Femi Ayadi, 2025, izvirni znanstveni članek

Opis: Regional disparities in socioeconomic factors shape health-seeking behaviour (HSB). This study examined HSB across Northern and Southern Nigeria and the role of socioeconomic factors on HSB. Data was drawn from Wave 4 of the 2018/2019 post-harvest General Household Survey of approximately 5,000 households. Logistic regression and Chi-square (χ2) tests were applied. Findings show that health care is predominantly sought from private providers, especially in the South. No significant regional difference was found between formal and informal care use. Older adults rely on informal care providers such as traditional healers and faith-based centres. Household income significantly influences provider choice, while gender matters mainly in the North, where women utilise public more than private facilities. Longer distances and waiting times increase the likelihood of public facility use, and severe illness drives reliance on public providers. Policy should improve formal health care access for olderadults, strengthen public facilities to manage severe illnesses and women’s health, especially in the North, and tighten oversight of private providers, particularly in the South, to ensure quality health care. 
Ključne besede: health-seeking behaviour, formal and informal health care, public and private health care, Northern and Southern Nigeria
Objavljeno v RUP: 16.01.2026; Ogledov: 518; Prenosov: 3
Celotno besedilo (298,28 KB)

Population surveillance of 24-hour movement behaviours in Slovenia : validation of the survey items
Kaja Kastelic, Tjaša Knific, Nejc Šarabon, 2025, objavljeni povzetek znanstvenega prispevka na konferenci

Ključne besede: 24-hour movement behaviours, population surveillance, CINDI, physical activity, sedentary behaviour, sleep
Objavljeno v RUP: 17.06.2025; Ogledov: 1548; Prenosov: 28
Povezava na datoteko