ULOGA DRUŠTVENIH MREŽA U MARKETINŠKOJ KOMUNIKACIJI BANAKA

professional thesis

• Title (english): The role of social media in marketing communications of banks
• Author: Katarina Kantolić
• Mentor: Vatroslav Škare (mentor); MBZ: 257542
• Committee member: Marija Tomašević-Lišanin (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Morana Fudurić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-11-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Specifičnosti marketinga usluga, posebno marketinga bankarskih usluga, te trend sve veće uloge digitalnih tehnologija u marketingu i novih navika potrošača, uvjetovalo je i specifične oblike marketinške komunikacije banaka na društvenim mrežama.

Abstract (english)

The character of service marketing, especially the banking services marketing, as well as the trend of using digital technologies in marketing and new consumer habits, have conditioned specific forms of communications on social media in banking sector.

• Keywords: društvene mreže; društveni mediji; digitalna transformacija banaka; marketinška komunikacija banaka na društvenim mrežama
• Keywords (english): social networks; social media; digital transformation of banks; marketing communication of banks on social networks
• Language: croatian
• URN:NBN: urn:nbn:hr:148:997056
• Study programme: Title: Marketing management; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica marketinškog menadžmenta (sveučilišni/a specijalist/specijalistica marketinškog menadžmenta)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-12-13 22:25:54