Društvene mreže kao kanal prodaje nakita

undergraduate thesis

• Title (english): Social media as a channel for jewerly sales
• Author: Leonarda Damjanović
• Mentor: Sanda Soucie (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U ovom radu prikazane su društvene mreže kao kanal prodaje, konkretno kod prodaje nakita. Danas društvene mreže igraju veliku ulogu u životu svakog pojedinca te sve više postaju ključan alat za promociju i prodaju. Društvene mreže omogućuju različitim brendovima da dopru do velikog broja ljudi kroz vizualno privlačne platforme poput Instagrama, Facebooka i TikToka. Ovaj način prodaje omogućava direktnu komunikaciju s kupcima, brzu povratnu informaciju i personalizirano iskustvo kupovine što može značajno utjecati na lojalnost kupaca te povećanje prodaje. Glavni cilj ove teme je istražiti kako društvene mreže sve više zamjenjuju prodaju u prodavaonicama te ispitati njihove prednosti i moguće nedostatke. Istraživanje je provedeno putem fokus grupa gdje su ispitanice iznosile svoja mišljenja vezano uz kupnju nakita putem društvenih mreža i kupnju u prodavaonici. Svi podaci korišteni u ovom završnom radu prikupljani su iz različite stručne literature kao i podaci koji su dostupni na internetu. Rezultati rada pokazuju da iako su društvene mreže postale važan kanal prodaje nakita one još ne mogu u potpunosti zamijeniti prodaju u prodavaonici. Oba kanala prodaje imaju različite prednosti te se međusobno nadopunjuju.

Abstract (english)

In this paper, social networks are presented as a sales channel, specifically when selling jewelry. Today, social networks play a big role in the life of every individual and they are increasingly becoming a key tool for promotion and sales. Social networks allow different brands to reach large numbers of people through visually appealing platforms like Instagram, Facebook and TikTok. This method of sales enables direct communication with customers, quick feedback and a personalized shopping experience, which can significantly affect customer loyalty and increase sales. The main goal of this topic is to investigate how social networks are increasingly replacing sales in stores and to examine their advantages and possible disadvantages. The research was conducted through focus groups where the respondents expressed their opinions regarding the purchase of jewelry through social media and shopping in a store. All data used in this final paper were collected from different professional literature as well as data that are available on the Internet. The results of the work show that although social networks have become an important channel of jewelry sales, they cannot yet completely replace sales in the store. Both sales channels have different advantages and complement each other.

• Keywords: društveni mediji; prodaja nakita; preferencije potrošača; online kupovina; prodavaonice
• Keywords (english): social media; jewelry sales; consumer preferences; online shopping; stores
• Language: croatian
• URN:NBN: urn:nbn:hr:148:046063
• Study programme: Title: Business economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije (prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-26 16:26:48