Analiza korištenja društvenih mreža u oglašavanju malih i srednjih poduzeća na poslovnom tržištu u Hrvatskoj

master's thesis

• Title (english): Analysis of the use of social networks in advertising of small and medium companies on business market in Croatia
• Author: Filip Komar
• Mentor: Dubravka Sinčić Ćorić (mentor)
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Committee member: Dubravka Sinčić Ćorić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Društvene mreže postale su temeljno sredstvo u načinu komuniciranja i socijaliziranja građana 21. stoljeća. Konstantan i strelovit rast njihovih korisnika stvorio je neograničen potencijal za odašiljače marketinških poruka te je samim time nastao novi marketinški trend koji s vremenom preuzima glavnu ulogu u marketinškim strategijama poduzeća. Društvene mreže pružaju mogućnost promocije i komunikacije s postojećim i budućim korisnicima, građenje baze lojalnih kupaca, brzi kanal informiranja o novostima i promjenama u poslovanju poduzeća te moćno sredstvo za podizanje svjesnosti o određenim društvenim izazovima. Poduzeća danas teško opstaju ukoliko su troma u prihvaćanju i korištenju društvenih mreža kao sastavnog dijela njihovih komunikacija s korisnicima s obzirom da gube veliki potencijal u dosezanju ciljanog segmenta kupaca kojeg moderna konkurentna poduzeća koriste i time osvajaju veći dio tržišta. Poslovno tržište u Hrvatskoj relativno kasni u trendovima oglašavanja koje postavljaju razvijene zemlje poput SAD-a, Velike Britanije, Njemačke i dr., no s vremenom hvata korak i sve više poduzeća prihvaća i koristi društvene mreže kao platforme za prezentaciju poduzeća i komunikaciju s korisnicima. U ovom radu istražuje se poznavanje, korištenje i način praćenja upotrebe društvenih mreža u oglašavanju poduzeća u Republici Hrvatskoj.

Abstract (english)

Social networks have become a fundamental tool in the way citizens of the 21st century communicate and socialize. The constant and rapid growth of their users has created unlimited potential for transmitters of marketing messages and thus has created a new marketing trend that over time takes on a major role in the company's marketing strategies. Social networks provide the opportunity to promote and communicate with existing and future customers, build a loyal customer base, serves as a fast channel of information on news and changes in business operations and as a powerful tool for raising awareness of certain societal challenges. Businesses today are having a hard time surviving the non-acceptance and non-usage of social networks as an integral part of their communications with customers, as they lose much of their potential to reach the targeted customer segment that modern competitive businesses use, thus capturing most of the market. The Croatian business market is relatively late in advertising trends set by developed countries such as the US, UK, Germany, etc., but over time it is catching up and more and more businesses are adopting and using social networks as platforms for business presentation and customer communication. This paper explores the knowledge, use and manner of monitoring the use of social networks in advertising of businesses in the Republic of Croatia.

• Keywords: Digitalni marketing; Društvene mreže; Poslovno tržište; Povrat na investiciju (ROI); Branding
• Keywords (english): Digital Marketing; Social Networks; Business Market; Return on Investment (ROI); Branding
• Language: croatian
• URN:NBN: urn:nbn:hr:148:624448
• Study programme: Title: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics; Course: Marketing; Study programme type: university; Study level: graduate; Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-10-05 15:22:31