Utjecaj društvenih mreža na uspješnost poslovanja poduzeća

master's thesis

• Title (english): Social media influence on business performance
• Author: Renata Oreč
• Mentor: Katarina Žager (mentor)
• Committee member: Nikolina Dečman (predsjednik povjerenstva)
• Committee member: Ana Novak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2020-09-08, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Accounting

Abstract

U posljednja tri desetljeća društvene mreže imaju neizostavnu ulogu u svakodnevnoj komunikaciji pojedinaca, ali i poduzeća, kojima predstavljaju okosnicu u izgradnji odnosa s potrošačima. Njihova međusobna komunikacija odvija se kroz različite forme sadržaja – tzv. blogove, tweetove, storyje te druge načine dijeljenja teksta, videa i fotografija, specifične za određenu društvenu mrežu.
Cilj ovoga rada je usporedbom i analizom financijskih izvještaja naizgled dvaju sličnih poduzeća, s jednom značajnom razlikom – razini aktivnosti na društvenim mrežama, utvrditi koliki je zaista doprinos društvenih mreža u uspješnosti poslovanja poduzeća.

Abstract (english)

In the last three decades, social networks have an indispensable role in the daily communication of individuals, but also companies, to whom they represent the backbone in building relationships with consumers. Communication between them takes place through different forms of content - blogs, tweets, stories, and other forms of sharing text, videos, and photos, specific to a particular social network.
The aim of this paper is to compare and analyze the financial statements of seemingly two similar companies, with one significant difference - the level of the activity on social networks, to determine the real contribution of social networks in the success of the company.

• Keywords: društvene mreže; influencer; financijski izvještaji; analiza financijskih izvještaja; poduzeće.
• Keywords (english): social networks; influencer; financial statements; analysis financial statements; enterprise.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:645673
• Study programme: Title: Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-08 17:54:30