Razvoj ženskog poduzetništva u trgovini putem društvenih mreža

master's thesis

• Title (english): Development of women's entrepreneurship in commerce through social networks
• Author: Marija Stanković
• Mentor: Sanda Renko (mentor)
• Committee member: Mladen Turuk (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019-09-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Društvene mreže postale su sastavni dio života, te gotovo da ne postoji osoba koja nema profil na njima. Pojavila se velika poveznica između poduzetništva i društvenih mreža, postale su jedan od glavnih prostora za oglašavanje i prodaju. Poduzetnici, posebice mlade žene, otkrile su pozitivne strane društvenih mreža, te iskoristile priliku za izgradnju karijere, pronalaska inspiracije za nove ideje, dobivanje povratnih informacija vezanih za svoj proizvod ili uslugu. Predmet istraživanja specijalističkog diplomskog rada je utvrditi kako su društvene mreže postale jedan od glavnih pokretača poduzetništva. Osnovni izvori sekundarnih podataka uključuju stručne časopise i publikacije, knjige, elektronske baze podataka. U skladu s empirijskim ciljevima provedeno je istraživanje putem anketnog upitnika kreiranog za različite tipove mladih žena poduzetnica. Prikupljeni su podaci putem društvenih mreža u svrhu pronalaska različitih tipova poduzetnica, koje su svojim radom, dominantnim oglašavanjem i inovativnim proizvodima postigle uspjeh. Svrha empirijskog istraživanja je utvrditi osnovna obilježja mladih žena, njihovih proizvoda, te motivaciju za ulazak u poduzetništvo, kojom se dobila jasnija slika u kojoj su mjeri društvene mreže potpora ili pokretač u prodaji proizvoda i pružanju usluga, ali i razvoja poduzetništva u cjelini.

Abstract (english)

Social networks have become an integral part of life, and there is almost no person who doesn't have a profile on them. There has been a great link between entrepreneurship and social networks, they have become one of the main advertising and sales space. Entrepreneurs, especially young women, have discovered the positive side of social networks, taking advantage of the opportunity to build a career, find inspiration for new ideas, get feedback about their product or services. The subject of the research of a specialist graduate thesis is to establish that social networks have become one of the main drivers of entrepreneurship. Basic sources of secondary data include professional journals and publications, books, electronic databases. In accordance with the empirical goals, research was conducted through a survey questionnaire created for different types of young women entrepreneurs. Data were collected through social networks by finding different types of entrepreneurs, who with their work, the dominant advertising and innovative products have achieved success. The purpose of empirical research was to identify the basic characteristics of young women, their products, and motivation for entering into entrepreneurship, which gave a clearer picture of how social networks support or initiate sales of products and services, as well as the development of entrepreneurship in general.

• Keywords: žena; poduzetništvo; društvene mreže; trgovina; razvoj
• Keywords (english): woman; entrepreneurship; social networks; commerce; development
• Language: croatian
• URN:NBN: urn:nbn:hr:148:658853
• 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: 2019-09-12 06:24:59