The evaluation of the social media and digital marketing used by retailers in Croatia and Jordan

master's thesis

• Author: Rashad Arafat
• Mentor: Kristina Petljak (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

In today’s competitive business environment, evaluating the social media and digital marketing techniques used by retailers in Croatia and Jordan is critical for understanding their goals, objectives and effectiveness. The purpose of this study is to give a full understanding of how retailers in both countries utilize social media and digital marketing into their strategies. Retailers in Croatia and Jordan interact with their targeted audience, enhance brand image and drive sales by employing multiple platforms such as Facebook, Tiktok, Instagram and twitter. The research dives at the specific aims that the retailers in each country strive for, such as brand image, increasing customer involvement, increasing traffic. Retailers, on the other hand, face multiple barriers in adopting social media and digital marketing. Limited resources, economics restrictions, and lack of experience are important barriers in Croatia and Jordan. Furthermore, businesses in both countries encounter significant obstacles in evaluating the return of investment (ROI) of social media and digital marketing activities and managing online interactions with the customers. Despite these obstacles, the finding provides the successful outcomes of retailer’s social media and digital marketing efforts. Which lead to techniques that can result in greater customer interaction, brand awareness, and sales growth. This study is useful for retailers, marketing experts, and legislatures in Croatia and Jordan. Retailers may take advantage of the opportunities of social media and digital marketing to promote business development, fulfill customer expectations, and achieve success in the unpredictable retail marketplaces of Croatia and Jordan by enhancing their tactics and overcoming the challenges.

Abstract (croatian)

U današnjem konkurentnom poslovnom okruženju, procjena društvenih medija i tehnika digitalnog marketinga koje koriste trgovci u Hrvatskoj i Jordanu ključna je za razumijevanje njihovih ciljeva i učinkovitosti. Svrha ove studije je pružiti potpuno razumijevanje načina na koji trgovci na malo u obje zemlje koriste društvene medije i digitalni marketing u svojim strategijama. Trgovci u Hrvatskoj i Jordanu stupaju u interakciju sa svojom ciljanom publikom, poboljšavaju imidž robne marke i potiču prodaju korištenjem više platformi kao što su Facebook, Tiktok, Instagram i twitter. Istraživanje se bavi specifičnim ciljevima kojima trgovci u svakoj zemlji teže, kao što je imidž marke, povećanje uključenosti kupaca, povećanje prometa. Trgovci se, s druge strane, suočavaju s brojnim preprekama u prihvaćanju društvenih medija i digitalnog marketinga. Ograničeni resursi, ekonomska ograničenja i nedostatak iskustva važne su prepreke u Hrvatskoj i Jordanu. Nadalje, poduzeća u obje zemlje nailaze na značajne prepreke u procjeni povrata ulaganja (ROI) društvenih medija i aktivnosti digitalnog marketinga te u upravljanju online interakcijama s kupcima. Unatoč ovim preprekama, ovo otkriće daje uspješne rezultate trgovčevih društvenih medija i digitalnog marketinga. Što dovodi do tehnika koje mogu rezultirati većom interakcijom s klijentima, sviješću o robnoj marki i rastom prodaje. Ova je studija korisna za trgovce na malo, marketinške stručnjake i zakonodavna tijela u Hrvatskoj i Jordanu. Trgovci na malo mogu iskoristiti prilike društvenih medija i digitalnog marketinga za promicanje poslovnog razvoja, ispunjavanje očekivanja kupaca i postizanje uspjeha na nepredvidivim maloprodajnim tržištima Hrvatske i Jordana poboljšavajući svoje taktike i prevladavajući izazove.

• Keywords: evaluation; social media; digital marketing; retailers; Croatia; Jordan
• Keywords (croatian): evaluacija; društveni mediji; digitalni marketing; trgovci na malo; Hrvatska; Jordan
• Language: english
• URN:NBN: urn:nbn:hr:148:374385
• Study programme: Title: Master Degree in Business; specializations in: Marketing in english, Managerial informatics, Management, Marketing, Trade and international business, Leadership; Course: Trade and international business; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-20 13:05:16