Utjecaj društvenih mreža na porast m-trgovine

master's thesis

• Title (english): The influence of social networks on the growth of m-trade
• Author: Josipa Knežević
• Mentor: Ivana Štulec (mentor); MBZ: 300126
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-01-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Društvene mreže i mobilna trgovina predstavljaju svojevrstan fenomen današnjice i upravo zahvaljujući njima ljudi su povezaniji nego ikada prije. Iz dana u dan broj korisnika društvenih mreža raste, dok istovremeno raste i broj kupaca koji kupuju putem interneta koristeći mobilni uređaj. Svrha diplomskog rada je objasniti društvene mreže i utjecaj oglašavanja putem istih, mobilnu trgovinu te njezine prednosti i nedostatke kao i važnost različitih mobilnih aplikacija koje omogućuju lakšu i bržu kupnju. Cilj ovog rada je prikazati i utvrditi na koji način društvene mreže pridonose porastu m-trgovine, te pobliže objasniti njihovu međusobnu povezanost. Nadalje, cilj je provedenim istraživanjem dati uvid u to što mlade potrošače potiče na kupnju putem mobilnih uređaja i koje društvene mreže najviše pridonose konačnoj odluci o kupnji. Metodologija korištena pri izradi rada temeljila se na sekundarnim podacima preuzetim iz raznih baza podataka, stručnih časopisa, knjiga, internetskih stranica te na empirijskom istraživanju provedenom korištenjem online anketnog upitnika. Glavni zaključci proizašli iz ovog rada su da društvene mreže, sve veća baza njihovih korisnika kao i oglašavanje putem njih značajno utječe na porast kupnje putem mobilnih uređaja. S druge strane, razvoj m-trgovine utjecao je na promjenu poslovanja poduzeća i na način obavljanja kupnje kod današnjih potrošača.

Abstract (english)

Nowadays, social media and m-commerce represent a kind of phenomenon, and thanks to them people are connected more than ever before. The number of social media users is growing day by day, together with the number of customers purchasing online using their mobile devices. The purpose of the thesis is to explain social media and the impact of advertising through them, as well as to explain m-commerce, its advantages and disadvantages and the importance of various mobile applications that enable easier and faster shopping. The aim of this thesis is to present and determine the contribution of social media to the growth of m-commerce, and to closer explain their interconnectedness. Furthermore, the aim is to provide insight into what encourages young customers to buy via mobile devices and which social media contribute the most to the final purchase decision. The used methodology was based on secondary data collected from various databases, professional magazines, books, websites, as well as on the empirical research conducted through an online survey. The main conclusions of this thesis are that social media, the growing base of their users and advertising through them have a significant impact on mobile shopping growth. On the other hand, the development of m-commerce impacted the change in the way companies are doing their business and the way today's consumers make purchases.

• Keywords: društvene mreže; mobilna trgovina; mobilni uređaji; mobilne aplikacije
• Keywords (english): social media; mobile commerce; mobile devices; mobile applications
• Language: croatian
• URN:NBN: urn:nbn:hr:148:396921
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and 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: 2022-02-02 19:28:34