Važnost digitalnog marketinga u razvoju start-up poduzeća u industriji događanja u Republici Hrvatskoj

master's thesis

• Title (english): The importance of digital marketing in the development of start-up companies in the event industry in the Republic of Croatia
• Author: Lucija Sakić
• Mentor: Ivan Turčić (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Digitalni marketing postao je ključan za uspjeh modernog poslovanja zbog svoje sposobnosti da učinkovito dosegne široku publiku putem internetskih kanala poput društvenih mreža, elektroničke pošte i raznih pretraživača. Specifične karakteristike ovog oblika marketinga isti čine neizostavnim alatom u gotovo svim industrijama. Start-up poduzećima u industriji događanja posebno je zanimljiv digitalni marketing. Takva poduzeća trebaju prepoznati prednosti i nedostatke, izabrati optimalne alate s obzirom na njihove ciljeve te uvidjeti specifičnosti ovakvog oblika marketinga. Digitalni marketing omogućava brzo prilagođavanje i testiranje različitih strategija, što je posebno važno u dinamičnoj industriji događanja, a osobito početničkim poduzećima. U radu su kroz teorijski okvir definirani pojmovi start-up poduzeća, zatim digitalnog marketinga te, u konačnici, industrije događanja. Navedene su i specifičnosti svakog od pojmova. Finalni dio rada odnosi se na istraživanje kojemu je cilj donošenje zaključka o tome koliko je start-up poduzećima u industriji događanja zapravo važan digitalni marketing, koliko ulažu u isti te kojim se alatima i strategijama najviše koriste. Izvedeni zaključak ističe presudnu ulogu digitalnog marketinga za start-up poduzeća u industriji događanja, posebno u izgradnji prepoznatljivosti i konkurentske prednosti. Istraživanje je pokazalo da su alat u koji poduzeća najviše ulažu društvene mreže. Također, pokazalo je i varijacije u odabiru strategije, što naglašava potrebu za prilagodljivim strategijama koje kombiniraju digitalne i tradicionalne metode. Metodologija cjelokupnog rada je kombinacija primarnih i sekundarnih podataka kako bi se napravio čvrst temelj za kvalitetan zaključak. Primarni podaci za empirijsko istraživanje su prikupljeni dubinskim intervjuom na uzorku od tri start-up poduzeća koja posluju u industriji događanja.

Abstract (english)

Digital marketing has become crucial to the success of modern businesses due to its ability to effectively reach a wide audience through online channels such as social media, email, and various search browsers. The specific characteristics of this form of marketing make it an indispensable tool in nearly every industry. Digital marketing is particularly appealing to start-up companies in the event industry. Such companies need to recognize the advantages and disadvantages, select the optimal tools based on their objectives, and understand the specific features of this type of marketing. Digital marketing enables quick adaptation and testing of different strategies, which is especially important in the dynamic event industry, and even more so for start-ups. This paper defines the concepts of start-ups, digital marketing, and the event industry through a theoretical framework. It also outlines the specific characteristics of each concept. The final section of the paper focuses on research aimed at concluding how important digital marketing is to start-ups in the event industry, how much they invest in it, and which tools and strategies are most commonly used. The findings highlight the critical role of digital marketing for start-ups in the event industry, particularly in building brand recognition and gaining a competitive advantage. The research revealed that the tool most heavily invested in by companies is social media. It also showed variations in strategy selection, emphasizing the need for flexible strategies that combine digital and traditional methods. The methodology of the entire paper combines primary and secondary data to provide a solid foundation for drawing sound conclusions. The primary data for the empirical research were collected through in-depth interviews with a sample of three start-up companies operating in the event industry.

• Keywords: digitalni marketing; start-up poduzeća; industrija događanja; marketinške strategije; alati digitalnog marketinga
• Keywords (english): digital marketing; start-up companies; event industry; marketing strategies; digital marketing tools
• Language: croatian
• URN:NBN: urn:nbn:hr:148:611422
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and 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: 2024-10-01 10:41:21