Uloga društvenih mreža u čitanosti internetskih portala

master's thesis

• Title (english): The role of social media in the readership of internet portals
• Author: Hannan Redžepagić
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U ovom radu prikazuje se uloga društvenih mreža u čitanosti internetskih portala. Iznesene su teorijske spoznaje o internetskim portalima te njihovom poslovanju, kao i o marketinškoj komunikaciji putem društvenih mreža te važnosti društvenih mreža za suvremeni marketing internetskih portala. Uz korištenu postojeću literaturu, s ciljem upotpunjavanja i proširivanja iste, provelo se istraživanje u dva dijela. Istraživanje je donijelo određeni doprinos i u samom razumijevanju već postojeće literature. Istraživanjima se nastojalo sagledati problematiku iz dvije perspektive, sa strane internetskih portala te sa strane čitatelja. Koristile su se kvalitativna metodologija, u vidu intervjua sa stručnjacima te kvantitativna metodologija, putem anketnog upitnika unutar kojeg su pitanja kreirana po uzoru na istraživanje Kennedyja i Weidemana (2014.) te prema provedenom intervjuu. Nakon analize dobivenih rezultata iznesen je zaključak o značaju i mjeri učinka koje društvene mreže imaju na čitanost internetskih portala.

Abstract (english)

This paper will showcase the role of social media in the readership of online portals. Theoretical knowledge about internet portals and their operations, as well as marketing communication through social networks and the importance of social media for modern marketing of internet portals, were presented. In addition to the used existing literature, with the aim of completing and expanding it, the research was conducted in two parts. The research brought a certain contribution to the understanding of the already existing literature. The research wanted to inspect the problem from two perspectives, from the side of the internet portals and from the side of the readers. Qualitative methodology was used, in the form of interviews with experts, as well as quantitative methodology, through a survey questionnaire in which the questions were created based on the research of Kennedy and Weideman (2014.) and according to the previously conducted interview. After the analysis of the obtained results, a conclusion was made about the significance and measure of the effect that social media has on the readership of Internet portals.

• Keywords: internetski portali; društvene mreže; uloga
• Keywords (english): internet portals; social media; role of social media; online media
• Language: croatian
• URN:NBN: urn:nbn:hr:148:830067
• 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: 2023-09-19 21:32:01