Utjecaj internet marketinga i društvenih mreža na razvoj brenda Philipp Plein

undergraduate thesis

• Title (english): The impact of internet marketing and social networks on the development of the Philipp Plein brand
• Author: Antun Glasnović
• Mentor: Ljubica Milanović Glavan (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2020-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Internet markerting razvio se u jedan od najinovativnijih medija za poduzeća u svrhu dopiranja do velikog broja ljudi. Riječ je o primjeni interneta za tržište te prodaju robe i usluga. Pri tome, veliku popularnost imaju društvene mreže čiji broj korisnika kontinuirano raste na globalnoj razini. Najpopularnija društvena mreža na globalnoj razini je facebook. U današnjem konkurentnom svijetu poduzeća se bore za plasiranje svojih proizvoda na mreži. Društvene mreže pomažu u buđenju interesa za brend, a također i gradnji povjerenja potrošača što rezultira dobrom razvoju brenda. Moderna poduzeća koriste društvene mreže za marketing proizvoda na mrežnim potrošačkim tržištima koje dopiru do velikog broja ljudi. Modni brend Philipp Plein prisutan je na četiri društvene mreže: facebooku, Instagramu, Twitteru i YouTube-u. Ovaj modni brend na istima se prezentira kao luksuzan, drzak i provokativan brend te privlači pažnju velikog broja ljudi svojim objavama, prvenstveno na Instagramu. Web stranica je koncipirana u skladu s recentnim trendovima internet marketinga, no evidentna je prisutnost prostora za napredak u strategiji internet marketinga uopće, a i na društvenim mrežama.

Abstract (english)

Internet markerting has developed into one of the most innovative media for businesses for the purpose of reaching a large number of people. It is about the application of the Internet for the market and the sale of goods and services. At the same time, social networks whose number of users is continuously growing on a global level are very popular. The most popular social network globally is facebook. In today’s competitive world, companies are struggling to market their products online. Social networks help to arouse interest in the brand and also build consumer loyalty which results in good brand development. Modern businesses use social media to market products in online consumer markets that reach large numbers of people. Fashion brand Philipp Plein is present on four social networks: Facebook, Instagram, Twitter and YouTube. This fashion brand is presented on them as a luxurious, daring and provocative brand and attracts the attention of a large number of people with its posts, primarily on Instagram. The website is designed in accordance with recent internet marketing trends, but the presence of room for improvement in the internet marketing strategy in general, and also on social networks, is evident.

• Keywords: internet marketing; društvene mreže; brend; marketing; Philipp Plein
• Keywords (english): internet marketing; social networks; brand; marketing; Philipp Plein
• Language: croatian
• URN:NBN: urn:nbn:hr:148:272069
• Study programme: Title: Business Economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Other
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-29 10:52:51