Utjecaj marketinga na društvenim mrežama na razvoj malog poduzetništva

master's thesis

• Title (english): The impact of marketing on social networks on the development of small entrepreneurship
• Author: Karla Krajcarek
• Mentor: Mirko Palić (mentor)
• Committee member: Marko Kolaković (predsjednik povjerenstva)
• Committee member: Mladen Turuk (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2019-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Ovim radom istražuje se kako društvene mreže utječu na marketing i na razvoj malog poduzetništva. U literaturi se naglašava da su društveni mediji moćno sredstvo za vlasnike-menadžere malih i srednjih poduzeća za izgradnju svojih mreža. U RH malo gospodarstvo najperspektivniji je dio gospodarstva te su mala i srednja poduzeća potencijalni izvori stvaralačke energije koja može pridonijeti dinamici hrvatskog gospodarstva. Ovaj diplomski rad ima za svrhu opisati kako mala poduzeća koriste društvene mreže i pokazati u kojoj mjeri one mogu biti učinkovite za marketinške strategije.
Velika prednost je ta što mala poduzeća mogu koristiti društvene medije na isti način kao i velike korporacije bez prevelikih troškova. Ako se usporede 2017. i 2018. godina vidljivo je, da je korištenje društvenih medija poraslo za trideset i osam posto u odnosu na 2017. godinu te se očekuje povećanje za pedeset posto do 2020. godine. Istraživanje je pokazalo kako poduzetnici moraju stalno pratiti trendove i biti korak ispred konkurencije ako žele održati i proširiti svoje poslovanje. Iz intervjua koji je obavljen s jednom malom poduzetnicom dolazi se do spoznaje da je marketing na društvenim mrežama postao apsolutni imperativ, te da se bez njega jako teško profilirati.
Na temelju terorija i zakona jasno je da mala poduzeća putem društvenih mreža s pravim pristupom i jasnim ciljevima lako mogu doprijeti do svojih ciljnih kupaca te da društveni mediji pomažu u izgradnji dugoročnih odnosa s poslovnim subjektima i klijentima.

Abstract (english)

This paper explores how social networks influence marketing and the development of small entrepreneurships. The literature emphasizes that social media are a powerful tool for small and medium-sized enterprise owners and managers to build their networks. In the Republic of Croatia small entrepreneurships are the most promising part of the economy so that small and medium-sized entrepreneurs are potential sources of creative energy that can contribute to the dynamics of the Croatian economy. This graduate paper aims to describe how small entrepreneurs use social networks and to show the extent to which they can be effective for marketing strategies.
A huge advantage of social networks is that small entrepreneurs can use them in the same way as large corporations at no great cost. By comparison of the years 2017 and 2018 it is obvious that the use of social media has increased by thirty eight percent in relation to 2017, while by the year 2020 an increase by fifty percent is expected. The research showed that entrepreneurs have to follow the trends constantly and be one step ahead the competition if they want to maintain and to expand their business. From the interview that was lead with a small entrepreneur I came to the conclusion that marketing on social media has become and absolute imperative.
Based on the theories and rules it is clear, that small entrepreneurships through social networks, with a right approach and clear targets, can easily reach their aimed customers and that social media help building long term relationships with business partners and clients.

• Keywords: digitalni marketing; poduzetništvo; poduzetnik; društvene mreže; internet
• Keywords (english): Digital marketing; entrepreneurship; entrepreneur; social networks; internet
• Language: croatian
• URN:NBN: urn:nbn:hr:148:335765
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2019-10-01 10:56:13