Perspektiva krajnjih potrošača o aktivnostima e-mail marketinga te percipiranim promjenama uslijed pandemije Covid-19

master's thesis

• Title (english): The perspective of final consumers on e-mail marketing activities and perceived changes due to the Covid-19 pandemic
• Author: Leonarda Ljuban
• Mentor: Antun Bilos (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član 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

Suvremena tehnologija i modernizacija poslovanja mijenja poslovne procese, ali i potrošače te njihove navike. Utjecaj digitalizacije na marketinške aktivnosti je neizbježan i dolazi do velikih pomaka u strategijama poslovanja. Digitalni kanali danas imaju ključnu ulogu kad su u pitanju potrošači, a jedan od značajnijih je i e-mail marketing. Poduzeća su otkrila potencijal e-mail kampanja relativno nedavno te su se ulagali veliki napori i velike količine financijskih izdataka za istraživanje tržišta i organiziranje konkretnih kampanja putem e-mail marketinga kako bi povećale prepoznatljivost brenda i prihode od prodaje. Uslijed pandemije Covid-19 digitalni alati slove kao glavni alati za očuvanje poslovanja. U ovom radu se provelo jednokratno empirijsko istraživanje na temu percepcije internetskih korisnika kao krajnjih potrošača o aktivnostima e-mail marketinga za vrijeme pandemije Covid-19, u kojem je sudjelovalo ukupno 104 ispitanika. Prema provedenom istraživanju vidljive su promjene i posljedice Covid-19 pandemije na e-mail marketing, primjerice u vidu većeg angažmana korisnika i većih očekivanja od e-mail marketinških kampanja poduzeća (personalizacija sadržaja i sl.).

Abstract (english)

Contemporary technology and business modernization changes business processes, but also consumers and their habits. The impact of digitization on marketing activities is inevitable and there are major shifts in business strategies. Digital channels today play a key role when it comes to consumers, and one of the most important is e-mail marketing. Companies have discovered the potential of e-mail campaigns relatively recently, and great efforts and large amounts of financial expenditure have been invested in market research and organizing specific e-mail marketing campaigns to increase brand recognition and sales revenue. Due to the Covid19 pandemic, digital tools are known as the main tools for preserving business activities. In this paper, a one-time empirical research was conducted on the topic of the perception of Internet users as end consumers about e-mail marketing activities during the Covid-19 pandemic with a total of 104 respondents who participated. According to the conducted research, the changes and consequences of the Covid-19 pandemic on e-mail marketing are visible, for example in the form of higher user engagement and greater expectations from email marketing campaigns of companies (personalization of content, etc.).

• Keywords: e-mail marketing; digitalizacija; percepcija potrošača
• Keywords (english): e-mail marketing; digitalization; consumer perception
• Language: croatian
• URN:NBN: urn:nbn:hr:148:284039
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-10-03 10:32:08