Utjecaj društvenih mreža na poslovanje malih i srednjih poduzeća

master's thesis

• Title (english): The impact of social media on small and medium - sized enterprises
• Author: Anđela Vidović
• Mentor: Marko Kolaković (mentor)
• Committee member: Mladen Turuk (predsjednik povjerenstva)
• Committee member: Ivana Kovač (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2023-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

U današnje vrijeme društvene mreže su nezaobilazan dio svakodnevnog života ljudi diljem svijeta, a isto vrijedi i za poslovni svijet. Društvene mreže snažan su alat za komunikaciju, marketing i promociju. Mali i srednji poduzetnici prepoznali su mogućnosti koje društvene mreže pružaju te su ih sve više uključivali u svoje poslovne strategije. Svrha ovog diplomskog rada je pružiti uvid u utjecaj društvenih mreža na poslovanje malih i srednjih poduzeća. Cilj je istražiti mogućnosti koje društvene mreže nude poduzetnicima i potencijalne izazove s kojima se suočavaju. Za potrebe pisanja rada koristili su se primarni i sekundarni izvori podataka. Sekundarni izvori podataka koristili su se za izradu teorijskog dijela rada, a odnose se na stručne knjige, znanstvene članke i radove, te web stranice. Primarni podaci prikupljeni su istraživanjem kroz anketni upitnik namijenjen malim i srednjim poduzećima. Anketni upitnik obuhvatio je 15 konkretnih pitanja s ciljem proučavanja utjecaja društvenih mreža na poslovanje malih i srednjih poduzeća, a upitniku je pristupilo 21 poduzeće. Rezultati istraživanja jasno ukazuju na visoku razinu angažmana malih i srednjih poduzeća na društvenim mrežama te potvrđuju važnost društvenih mreža u njihovim marketinškim strategijama. Također, rezultati potvrđuju da su društvene mreže postale ključni alat u poslovanju malih i srednjih poduzeća. Njihova uloga u uspostavljanju komunikacije, povećanju vidljivosti te promociji proizvoda i usluga je neizmjerno važna.

Abstract (english)

In today's world, social networks have become an indispensable part of everyday life for people around the world, and the same holds true for the business world. Social networks are a powerful tool for communication, marketing, and promotion. Small and medium-sized entrepreneurs have recognized the opportunities that social networks offer and have increasingly incorporated them into their business strategies. The purpose of this master's thesis is to provide insight into the impact of social networks on the operations of small and medium-sized enterprises (SMEs). The goal is to explore the possibilities that social networks offer to entrepreneurs and potential challenges they face. Primary and secondary data sources were used for writing this thesis. Secondary data sources were used to develop the theoretical part of the thesis and include expert books, scientific articles and papers, and websites. Primary data was collected through a survey questionnaire aimed at small and medium-sized enterprises. The questionnaire included 15 specific questions with the aim of studying the impact of social networks on the operations of SMEs, and 21 companies participated in the survey. The research results clearly indicate a high level of engagement of small and medium-sized enterprises on social networks and confirm the importance of social media in their marketing strategies. Furthermore, the results confirm that social networks have become a key tool in the operations of small and medium-sized enterprises. Their role in establishing communication, increasing visibility, and promoting products and services is immensely important.

• Keywords: mala i srednja poduzeća; društvene mreže; poslovanje
• Keywords (english): small and medium-sized enterprises; social networks; business
• Language: croatian
• URN:NBN: urn:nbn:hr:148:275136
• 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: 2023-09-20 20:49:11