Korištenje društvenih mreža kao izvor informacija prilikom odabira telekomunikacijskih usluga

graduate thesis

• Title (english): Social networks as a source of information when choosing telecommunication services
• Author: Božana Vrdoljak
• Mentor: Ljubica Milanović Glavan (mentor)
• Committee member: Božidar Jaković (član povjerenstva)
• Committee member: Dalia Suša Vugec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Tema diplomskog rada je ispitivanje koliku ulogu imaju društvene mreže prilikom odabira telekomunikacijskih usluga. Digitalna transformacija telekomunikacijske industrije je nužna ako ista želi ostati konkurentna i dostupna, ali kako bi i zadovoljila potrebe svojih korisnika. Društvene mreže korisnicima su omogućile jedan novi komunikacijski kanal s tele operatorima i olakšale pristup uslugama. U današnje vrijeme društvene mreže poput Facebooka, Instagrama, TikToka i drugih postale su ključne platforme za informiranje i komunikaciju. Telekomunikacijska poduzeća koriste ove mreže za marketing, pružanje korisniče podrške i interakciju s korisnicima. Podaci u prvom dijelu rada su prikupljeni na temelju analize i usporedbe domaće i strane znanstvene i stručne literature iz područja marketinga i telekomunikacija. Drugi dio rada odnosi se na ispitivanje uloge društvenih mreža prilikom samog odabira telekomunikacijskih usluga. Sadrži empirijsko istraživanje kolika je uloga društvenih mreža na korisnike koji biraju telekomunikacijske usluge. Istraživanje se sastoji od dva dijela od kojeg se prvi odnosi na soci demografsku pozadinu ispitanika, a drugi dio kako potrošači istražuju usluge tele operatora putem društvenih mreža, kakav oblik komunikacije potrošači najbolje prihvaćaju i kakav utjecaj na njih imaju influenceri.

Abstract (english)

The topic of the thesis is an examination of the role of social networks in the selection of telecommunications services. Digital transformation of the telecommunications industry is necessary if it wants to remain competitive and available, but also to meet the needs of its users. Social networks provided users a new communication channel with telecom operators and facilitated access to services. Nowadays, social networks such as Facebook, Instagram, TikTok, and others have become key platforms for information and communication. Telecommunications companies use these networks for marketing, customer support, and customer interaction. The data in the first part of the paper were collected based on the analysis and comparison of domestic and foreign scientific and professional literature in the field of marketing and telecommunications. The second part of the paper examines the role of social networks when choosing telecommunication services. It contains empirical research on the role of social networks on users who choose telecommunications services. The research consists of two parts, the first of which relates to the socio-demographic background of the respondents, and the second part is how consumers research the services of telecom operators through social networks, what form of communication consumers best accept, and what influence influencers have on them.

• Keywords: društvene mreže; telekomunikacijske usluge; influenceri; digitalna transformacija; marketinška komunikacija
• Keywords (english): social networks; telecommunication services; influencers; digital transformation; marketing communication
• Language: croatian
• URN:NBN: urn:nbn:hr:148:789742
• Study programme: Title: /; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-18 06:27:19