Utjecaj društvenih mreža na marketing proizvoda

undergraduate thesis

• Title (english): The impact of social media on product marketing
• Author: Nevenka Tolj
• Mentor: Kristina Kocijan (mentor)
• Committee member: Željka Miklošević (predsjednik povjerenstva)
• Committee member: Darko Babić (član povjerenstva)
• Committee member: Kristina Kocijan (član povjerenstva)
• Granter: University of Zagreb; University of Zagreb, Faculty of Humanities and Social Sciences; (Department of information and Communication sciences); Zagreb
• Defense date and country: 2019-07-03, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Društveni su mediji u posljednjih desetak godina preuzeli bitnu ulogu u posredovanju između korisnika i brandova. Zbog povezanosti s korisnicima informacije se ekstremno brzo prenose i šire po cijelom svijetu. Tvrtke danas stvaraju strategije na društvenim mrežama kako bi analizirale i razumjele zahtjeve, želje i nedostatke ciljne grupe potrošača. Takav se tip marketinga često naziva marketing preko društvenih mreža. Glavni je fokus tog tipa marketinga stvoriti sadržaj koji će korisnici društvenih mreža međusobno dijeliti i širiti, bez izravnog angažiranja brandova. Marketing preko društvenih mreža ima ogroman utjecaj na poslovanje i tržište s obzirom na to da se rast poslovanja može odvijati astronomskom brzinom. Nadalje pruža priliku tvrtkama da privuku pažnju kupaca uz istovremenu izgradnju imidža marke. U radu ću se fokusirati na marketing proizvoda na društvenim mrežama na američkom tržištu, ali ću prikazati i primjere hrvatskog marketinga proizvoda na društvenim mrežama.

Abstract (english)

Social media has in the last decade taken over an important role in the mediation between the users and the brands. Due to the connection between the users, information is extremely quickly transmitted and distribute. Nowadays, companies create strategies to analyse and understand the demands, likes and dislikes of their target costumers on social media. This type of marketing is often referred to as Social media marketing. The main focus of this type of marketing is to create content that users of social media will share and expand to each other, without any direct contribution of the brand. Social media marketing has a massive impact on the business and on the market itself, as it can take place at an astronomical speed. Moreover, it gives brands the opportunity to catch the attention of the costumers and build its own image at the same time. In this paper I will focus on social media marketing in the American market, but I will also show some examples of the usage of social media marketing in the Croatian market.

• Keywords: društvene mreže; marketing; oglašavanje proizvoda; internetski marketing; povijest marketinga
• Keywords (english): social media; marketing; product promotion; social media marketing; history of marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:131:264009
• Study programme: Title: Information Sciences; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) informacijskih znanosti (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) informacijskih znanosti)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-08-19 11:20:48