Internet poduzetništvo - Instagram

master's thesis

• Title (english): Internet entrepreneurship - Instagram
• Author: Tomislav Pekas
• Mentor: Ivan Strugar (mentor); MBZ: 171803
• Committee member: Mladen Turuk (predsjednik povjerenstva)
• Committee member: Božidar Jaković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2021-07-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Internet poduzetništvo i trgovina na internetu relativno je nova grana poduzetništva koja u 21. stoljeću iz godine u godinu raste, a posebno u današnje vrijeme kada zbog izvanrednih okolnosti, kao što je pandemija sve više trgovaca se odlučuje svoje poslovanje dijelom ili čak u potpunosti prebaciti na internet. Ovaj rad prikazuje važnost korištenja interneta kao načina prodaje za nove i postojeće poduzetnike, a poseban naglasak stavlja na društvenu mrežu Instagram. Upravo Instagram je prema posljednjim istraživanjima najbrže rastuća društvena mreža u svijetu, te to za poduzeća predstavlja jedno sasvim novo tržište koje nudi razne konkurentske prednosti. U sklopu ovoga rada provedeno je i istraživanje na temu „promjene u potrošnji uzrokovane pandemijom“. Istraživanje je provedeno od 6.4.2021. – 6.5.2021. Za provođenje istraživanja koristio se Google obrazac, a sudjelovao je 301 ispitanik. Istraživanjem je utvrđeno kako su se navike u potrošnji tijekom pandemije promijenile. Velika većina ispitanika je u većoj mjeri nego prije pandemije koristila internet za kupovinu, a samo manji broj se izjasnio da nije povećao kupovinu preko interneta. Kao jedan od glavnih razloga promjene navika potrošnje ispitanici su istaknuli da na internetu kupuju zbog zdravstvene sigurnosti.

Abstract (english)

Internet entrepreneurship and online commerce is a relatively new branch of entrepreneurship that is growing from year to year in the 21st century, especially nowadays due to extraordinary circumstances such as a pandemic more and more retailers decide to switch their business partly or even completely to the Internet. This paper shows the importance of using the internet as a way of selling for new and existing entrepreneurs, and places special emphasis on the social network Instagram. According to the latest research, Instagram is the fastest growing social network in the world, which for the company represents a completely new market that offers various competitive advantages. As part of this paper, the research of the topic "changes in consumption caused by the pandemic" was proven. The research has been conducted 6.4.2021. - 6.5.2021. A Google form was used to conduct the research, with 301 respondents. Research has found that consumption habits changed during a pandemic. The vast majority of respondents used the Internet to shop to a greater extent than before the pandemic, and only a small number said they did not increase online shopping. As one of the main reasons for the change in consumption habits, respondents pointed out online shopping for health security reasons.

• Keywords: internet poduzetništvo; Instagram; pandemija; društvene mreže; navike potrošnje
• Keywords (english): internet entrepreneurship; Instagram; pandemic; social networks; consumption habits
• Language: croatian
• URN:NBN: urn:nbn:hr:148:244527
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-07-07 16:23:44