Utjecaj društvenih mreža na elektroničku trgovinu s posebnim osvrtom na kozmetičku industriju

master's thesis

• Title (english): Imapct od social networks on e-commerce with special reference to the cosmetic industry
• Author: Ivana Šušak Anić
• Mentor: Mate Damić (mentor); MBZ: 349184
• Committee member: Mate Damić (predsjednik povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Committee member: Nikola Knego (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2020-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Razvojem Interneta, pojavili su se novi trendovi koji traže brze odgovore i prilagodbe. Poduzeća su prihvatili potrebu za uvođenjem elektroničke trgovine, koja im je donijela znatne prednosti kako s financijske strane tako i sa strane kupaca koji uzvraćaju sa svojom lojalnošću. Samim uvođenjem elektroničke trgovine u poslovanje, vežu se i nove marketinške aktivnosti poput društvenih mreža koje su doživljele svoj procvat te su postale bazirane na stvaranju jednostavnije kupnje, vizualnog indentita i prepoznatljivosti branda. Razni modeli poslovanja su omogućili brži protok informacije, novi načini plaćanja su uvedeni te se minimizira gubljenje vremena što omogućava veću posvećenost kupcu. Cilj diplomskog rada je prikazati odnos poduzeća i njihove prilagodbe na tržište uvođenjem elektroničke trgovine te aktivno uključivanje na društvene mreže. Kroz istraživanje provodeno na primjeru švedske firme FOREO, nastojat će se prikazati korelacija između elektroničke trgovine te uvođenjem i pristupanjem novim modelima marketinga s naglaskom na društvenim mrežama.

Abstract (english)

With the development of the Internet, new trends have emerged that require quick responses and adjustments. Businesses have embraced the need to introduce e-commerce, which has brought them significant benefits both financially and from customers who reciprocate with their loyalty. With the introduction of e-commerce in business, new marketing activities such as social networks have been booming and have become based on creating a simpler purchase, visual identity and brand recognition. Various business models have enabled faster flow of information, new payment methods have been introduced and time is minimized, which allows for greater customer commitment. The aim of the thesis is to show the relationship of companies and their adaptation to the market by introducing e-commerce and active involvement in social networks. Through the research conducted on the example of the Swedish company FOREO, we will try to show the correlation between e-commerce and the introduction and accession of new marketing models with an emphasis on social networks

• Keywords: poduzeće; elektronička trgovina; društvene mreže; marketing
• Keywords (english): company; e-commerce; social networks; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:610493
• Study programme: Title: 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: Open access
• Created on: 2020-10-13 22:11:13