Primjena marketinga na društvenim medijima u poslovanju malih i srednjih poduzeća u djelatnosti mode

master's thesis

• Title (english): Application of social media marketing in the business of small and medium-sized enterprises in the fashion industry
• Author: Petra Herendić
• Mentor: Vatroslav Škare (mentor)
• Committee member: Morana Fudurić (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-10-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Društveni mediji postali su važan kanal marketinške komunikacije, osobito za mala i srednja poduzeća koja se bore s ograničenim resursima i jakom konkurencijom. Korištenjem platformi kao što su Instagram, Facebook, TikTok i mnoge druge, mala i srednja poduzeća mogu dosegnuti širu publiku, poticati interakciju s potrošačima te dodatno potaknuti prodaju svojih proizvoda ili usluga.
Rad daje detaljniji uvid u primjenu marketinga na društvenim medijima u poslovanju malih i srednjih poduzeća općenito te koja je njegova funkcija u poslovanju malih i srednjih poduzeća u djelatnosti mode. U radu su također navedene najveće prednosti i nedostaci, ali i prilike i izazovi s kojima se sreću mala i srednja modna poduzeća pri primjeni marketinga na društvenim medijima. Kako bi se dobio uvid u trenutno stanje primjene marketinga na društvenim medijima u poslovanju malih i srednjih modnih poduzeća na području Republike Hrvatske provedeno je izviđajno istraživanje na pripadnicima jedanaest malih i srednjih poduzeća iz djelatnosti mode kako bi se čula njihova mišljenja i stavovi o navedenoj temi.

Abstract (english)

Social media has become an important channel of marketing communication, especially for small and medium-sized enterprises (SMEs) struggling with limited resources and strong competition. By using platforms such as Instagram, Facebook, TikTok and many others, SMEs can reach a wider audience, encourage interaction with consumers and boost sales of their products or services.
This paper provides a more detailed insight into the application of social media marketing in the business of SMEs in general and what is its function in the business of SMEs in the fashion industry. The paper also lists the biggest advantages and disadvantages, as well as opportunities and challenges faced by small and medium-sized fashion enterprises when using social media marketing. To understand the current state of social media marketing among SMEs in the fashion sector in Croatia, an exploratory survey was conducted with representatives from eleven small and medium-sized fashion enterprises to gather their opinions and perspectives on the topic.

• Keywords: marketing na društvenim medijima; mala i srednja poduzeća; djelatnost mode
• Keywords (english): social media marketing; small and medium enterprises; fashion industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:509546
• 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: Open access
• Created on: 2024-10-24 17:49:52