Upotreba korisničkih podataka u marketingu društvenih mreža

master's thesis

• Title (english): Using user data in social media marketing
• Author: Luka Domaćina
• Mentor: Mirko Palić (mentor)
• Committee member: Mirko Palić (predsjednik povjerenstva)
• Committee member: Božidar Jaković (član povjerenstva)
• Committee member: Mirjana Pejić Bach (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2023-07-04, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Danas živimo u digitalnom dobu društvenih mreža. Društvene mreže prikupljaju velike količine podataka pomoću podatkovne znanosti. U marketingu je ključ uspijeha dobro poznavati svoje kupce. Upravo društvene mreže poznaju svoje korisnike bolje nego bilo tko drugi. Kroz rad se opisuju podatkovna znanost, marketing društvenih mreža i njihova povezanost. Kroz rad se provelo istraživanje ispitanika o stavovima i preferencijama korištenja društvenih mreža. Cilj istraživanja je upozoriti korisnike društvenih mreža na opasnosti neetičnog korištenja korisničkih podataka od strane društvenih mreža. Većina ispitanika je bila zabrinuta zbog načina kako društvene mreže koriste korisničke podatke, te ih je većina pokušala prilagoditi postavke prviatnosti zbog zabrinutosti.

Abstract (english)

Today we live in the digital age of social media. Social media platforms collect vast amounts of data through data science. In marketing, knowing your customers well is the key to success. Social media platforms, in particular, have a better understanding of their users than anyone else. This work describes data science, social media marketing, and their interconnectedness. The research conducted in this work examines participants' attitudes and preferences regarding the use of social media. The aim of the research is to alert social media users to the dangers of unethical use of user data by social media platforms. The majority of participants were concerned about how social media platforms use their user data, and most of them had attempted to adjust their privacy settings due to these concerns.

• Keywords: marketing; digitalni marketing; marketing društvenih mreža; podatkovna znanost; podaci; informacije; GDPR
• Keywords (english): marketing; digital marketing; social media marketing; data science; data; information; GDPR
• Language: croatian
• URN:NBN: urn:nbn:hr:148:702082
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-07-04 17:22:58