Navike korištenja društvenih mreža sa aspekta poslovnog komuniciranja

master's thesis

• Title (english): Habits of use social networks from the aspect of business communications
• Author: Dina Brežnjak
• Mentor: Mirjana Pejić Bach (mentor)
• Committee member: Ivan Strugar (predsjednik povjerenstva)
• Committee member: Jovana Zoroja (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Masovno korištenja Interneta i društvenih mreža izmijenilo je interakciju među ljudima.
Društvene mreže dale su novo značenje pojmu komunikacije, a promijenila se i svrha zbog koje
ljudi imaju potrebu komunicirati. Danas odlazimo na društvene mreže jer želimo biti dio
komunikacije, štoviše jer želimo čitati o drugima te da oni čitaju o nama. Stvoreno je novo
društvo koje svoju svakodnevnicu temelji na društvenim mrežama maksimalno koristeći njihove
mogućnosti.
Društvene mreže predstavljaju snagu koju treba iskoristiti svaki brend u izvođenju svojih
marketinških aktivnosti, jer nijedan medij ne može prenijeti informaciju brže nego što to one
rade. One služe poduzećima da izgrade bolje odnose s potrošačima i stvaranju prepoznatljivog
brenda. Sve ovo se postiže pomoću komunikacije, alata i aktivnosti koje su dostupne na
društvenim mrežama.
Diplomski rad daje sliku o stavovima i navikama korištenja oglasa na društvenim
mrežama Facebook i Instagram, uz detaljan opis i definiciju društvenih mreža, oglašavanje na
društvenim mrežama te analizu utjecaja društvenih mreža na korisnike u svijetu poslovne
komunikacije.

Abstract (english)

The mass use of the Internet and social networks has changed the interaction between
people. Social networks have given a new meaning to the concept of communication, and
changed the purposes for which people have a need to communicate. Today we go to social
networks because we want to be a part of the communication, and more so because we want to
read about others and have them read about us. A new society has been born which bases its life
on social networks and uses them to their maximum ability.
Social networks represent a force that every brand should utilize for their marketing
activities, because no other media can transmit information faster than they do. Companies use
them to build better customer relations and to create a recognizable brand. All this is done by
communicating and using tools and activities available on social networks.
This thesis provides a picture of attitudes and habits related to using ads on Facebook and
Instagram, with a detailed description and definition of social networks, social network
advertising, and an analysis of social network impact on the users in the world of business
communication.

• Keywords: društvene mreže; poslovna komunikacija; Facebook; Instagram; Internet; oglašavanje
• Keywords (english): social networks; business communication; Facebook; Instagram; internet; advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:148:874104
• 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: 2016-11-22 18:37:25