Uloga društvenih mreža u promociji maloprodajnih lanaca u Hrvatskoj

master's thesis

• Title (english): The role of social media in the promotion of retail chains in Croatia
• Author: Goran Režić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Mirko Palić (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Društvene mreže dobivaju na sve većem značenju zbog niza mogućnosti koje nude, a time su se u potpunosti integrirale u život i svakodnevicu većine ljudi. Osim povezivanja, gledanja raznih sadržaja, praćenja trendova za pojedince postaju vrlo korisne i efektivne za poduzeća u svim industrijama radi lakog povezivanja sa svojom ciljanom publikom. Jedna od glavnih prednosti ovih mreža je sposobnost vrlo brzog dosezanja raznolike i velike publike. Najpopularnije mreže kao što su Facebook, YouTube, Instagram i TikTok imaju milijune korisnika što olakšava dosezanje željenog tržišta. Sve prednosti društvenih mreža potaknule su implementaciju istih u poslovanje maloprodajnih lanaca. Iz tog razloga provedeno je jednokratno opisno istraživanje na prigodnom uzorku od 150 ispitanika. Rezultati iz istraživanja pokazali su da društvene mreže imaju pozitivan učinak na promociju maloprodajnih lanaca u Hrvatskoj. Na temelju tih rezultata mogu se potvrditi i prijašnja istraživanja slične naravi. Korisnici općenito najviše koriste Instagram i Facebook te se preko njih i najviše prate profili maloprodajnih lanaca od kojih su najpopularniji Kaufland i Konzum. Nadalje, ispitanici imaju većinom pozitivno mišljenje o marketingu na društvenim mrežama maloprodajnih lanaca bez obzira na društvenu mrežu preko koje ih prate. Isto mišljenje imaju i za odluku o kupnji koja im je jednostavnija zbog društvenih mreža. Prema navedenom, zaključak rada je da društvene mreže igraju bitnu ulogu u promociji maloprodajnih lanaca u Hrvatskoj.

Abstract (english)

Social networks are gaining more and more importance due to the range of possibilities they offer, and thus they have been fully integrated into the everyday life of most people. Apart from connecting, viewing various content, following trends for individuals, they are becoming very useful and effective for businesses in all industries to connect with their target audience. One of the main advantages of these networks is the ability to reach a diverse and large audience very quickly. The most popular networks such as Facebook, YouTube, Instagram and TikTok have millions of users, making it easy to reach your target market. For this reason, a one-time descriptive survey was conducted on a convenient sample of 150 respondents. The research results showed that social networks have a positive effect on the promotion of retail chains in Croatia. Based on these results, previous research of a similar nature can be confirmed. Respondents generally use Instagram and Facebook the most and these two networks are where most respondents follow retail chains. Kaufland and Konzum have the largest social media following. Furthermore, respondents mostly have a positive opinion about marketing on social networks of retail chains, regardless of the social network through which they follow them. They also have a positive opinion about purchase decision, which they found easier to make because of social networks. According to the above, the conclusion of the paper is that social networks play an important role in the promotion of retail chains in Croatia.

• Keywords: društvene mreže; maloprodajni lanci; promocija
• Keywords (english): social media; retail chains; promotion
• Language: croatian
• URN:NBN: urn:nbn:hr:148:277489
• Study programme: Title: Management and marketing in retail; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje (stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-09-26 14:02:26