Impact of Digitalization on Marketing Practices

undergraduate thesis

• Author: Filip Javor
• Mentor: Goran Vlašić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2022-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

The paper consists of three main parts. In the first, digital disruption is analysed through different units. The first being the disruption of platformization - including social media platforms as well as email and Google as drivers of digital disruption.
Secondly the disruption of retail by numerous web-shop platforms as well as online retail innovations is studied. Next the future of retail including AR, VR and AI is discussed in the second chapter of this paper.
The third chapter of this paper focuses on the digital disruption of equity markets. This entails the introduction of online trading, new ways of market manipulation where the famous Gamestop case is discussed, and also the introduction of cryptocurrency markets. The advantages and disadvantages of these new markets are carefully studied.
Lastly, the case of the British company Gymshark will be analysed as a great example of a modern company which used all the digital disruptive technologies mentioned in the former part of the paper.
The paper ends with a comprehensive conclusion and final remarks where everything said will concisely be summarised.

• Keywords: Marketing; digitalization; internet; future; e-commerce; web-shop
• Language: english
• URN:NBN: urn:nbn:hr:148:422540
• Study programme: Title: Business Economics in English; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-09-26 15:13:34