Primjena novih medija u komunikaciji s pripadnicima generacije Y

master's thesis

• Title (english): The use of new media in communicating with members of generation Y
• Author: Sabina Stanojević
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-12-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Pod naslovom „Primjena novih medija u komunikaciji s pripadnicima generacije Y“ podrazumijevamo način korištenja novih medija u komunikaciji sa pripadnicima specifične generacije Y. Rad se osvrće na odnose s javnošću kao discipline, čiji počeci datiraju od najranije povijesti pa sve do danas, te njihov utjecaj na javnost, točnije na specifičnu generaciju Y, njihovo pojmovno određenje, razlike generacije Y i prethodnih generacija, njihove najvažnije značajke, te socio-ekonomski aspekti korištenja mobilnih uređaja među generacijom Y, uključujući i nove medije koji su također pobliže objašnjeni u radu. Pod pojmom „novi mediji“ podrazumijevamo društvene mreže od kojih su najpoznatiji Facebook i Twitter, te blogovi, forumi i web stranice.
Koristeći anketni upitnik istražen je utjecaj odnosa s javnošću u hotelu Le Meridien Lav Split. Analiza je provedena na 50 ispitanika. Anketini upitnik i rezultati istraživanja provedenih u hotelu Le Meridien Lav Split korišteni su u svrhu dobivanja podataka i informacija radi mogućih odluka za buduće poslovanja hotela, te utjecaja na javnost putem društvenih medija. Ovaj rad služi kao pregled i dodatak dosadašnjim saznanjima i istraživanjima o području koje još uvijek raste.

Abstract (english)

Under the heading "Use of new media in communicating with members of Generation Y" we mean a way of using new media to communicate with members of a specific generation Y. The work refers to public relations as a discipline, whose origins date back to the earliest history until today, and their impact to the public, more specifically to a specific generation Y, their conceptual definition, differences of generation Y and previous generations, their most important features, and socio-economic aspects of the use of mobile devices among Generation Y, including new media, which are also explained in detail in the work. The term "new media" we mean social networks, most notably Facebook and Twitter, and blogs, forums and websites.
Using a questionnaire, the influence of public relations at the Le Meridien Lav Split. The analysis was conducted on 50 subjects. The questionnaire and the results of research conducted at the Le Meridien Lav Split were used to obtain data and information for possible decisions for the future of hotel business, and the impact on the public through social media. This paper serves as an overview and supplement current knowledge and research on the area that is still growing.

• Keywords: odnosi s javnošću; komunikacija; generacija Y; mediji; Internet; marketing; javnost; hotelijerstvo
• Keywords (english): public relatons; communications; generation Y; media; Internet; marketing; publicty; hotel business
• Language: croatian
• URN:NBN: urn:nbn:hr:148:732326
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-27 11:16:42