Učinak mobilnog marketinga na zadovoljstvo potrošača

Geić, Marina

master's thesis

Učinak mobilnog marketinga na zadovoljstvo potrošača

Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2023. urn:nbn:hr:251:798835

Geić, Marina

Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Cite this document

APA 6th Edition

Geić, M. (2023). Učinak mobilnog marketinga na zadovoljstvo potrošača (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:798835

MLA 8th Edition

Geić, Marina. "Učinak mobilnog marketinga na zadovoljstvo potrošača." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:251:798835

Chicago 17th Edition

Harvard

Geić, M. (2023). 'Učinak mobilnog marketinga na zadovoljstvo potrošača', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 08 December 2024, https://urn.nsk.hr/urn:nbn:hr:251:798835

Vancouver

Geić M. Učinak mobilnog marketinga na zadovoljstvo potrošača [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2023 [cited 2024 December 08] Available at: https://urn.nsk.hr/urn:nbn:hr:251:798835

IEEE

M. Geić, "Učinak mobilnog marketinga na zadovoljstvo potrošača", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:251:798835

Cite this item: https://urn.nsk.hr/urn:nbn:hr:251:798835

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Metadata

Title	Učinak mobilnog marketinga na zadovoljstvo potrošača
Title (english)	The effect of mobile marketing on consumer satisfaction
Author	Marina Geić
Mentor	Marta Borić Cvenić (mentor)
Mentor	Snježana Barić-Šelmić (komentor)
Committee member	Marta Borić Cvenić (predsjednik povjerenstva)
Committee member	Marija Šain (član povjerenstva)
Committee member	Marija Tolušić (član povjerenstva)
Granter	Josip Juraj Strossmayer University of Osijek Academy of Arts and Culture in Osijek Osijek
Defense date and country	2023-09-27, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Interdisciplinary Social Sciences
Abstract	U diplomskom radu "Učinak mobilnog marketinga na zadovoljstvo potrošača" detaljno se istražuje povijest marketinga, problematika masovnog društva, promjene u komunikacijskoj paradigmi i uloga istraživanja tržišta u marketinškoj strategiji. Nadalje, analiziraju se novi mediji i dolazak digitalnog doba te ulazak mobilnog marketinga na scenu. Proučava se uloga mobilnih platformi, ciljano oglašavanje, društvene mreže i aplikacije u mobilnom marketingu. Također, istražuje se analiza i mjerenje podataka, ključni pokazatelji uspješnosti mobilnih marketinških kampanja te korisničko ponašanje na mobilnim uređajima. Poseban se fokus stavlja na budućnost mobilnog marketinga i nove tehnologije poput Web 3.0, proširene stvarnosti, virtualne stvarnosti , umjetne inteligencije i strojnog učenja te njihov utjecaj na zadovoljstvo potrošača. Kroz metodološki dio, primjenjuju se istraživačke metode poput intervjua i ankete kako bi se ispitali učinci mobilnog marketinga na zadovoljstvo potrošača. Na temelju rezultata istraživanja, analiziraju se prednosti i mane novih tehnologija te se provjeravaju postavljene hipoteze. Ovaj rad ima za cilj pružiti dublje razumijevanje važnosti mobilnog marketinga za postizanje visokog zadovoljstva potrošača i pružiti smjernice za daljnji razvoj i primjenu mobilnog marketinga u suvremenom poslovnom svijetu.
Abstract (english)	The master's thesis "The Impact of Mobile Marketing on Consumer Satisfaction" extensively explores the history of marketing, the challenges of mass society, changes in communication paradigms, and the role of market research in marketing strategy. Furthermore, it analyses new media and the advent of the digital age, as well as the emergence of mobile marketing. The study examines the role of mobile platforms, targeted advertising, social media, and applications in mobile marketing. It also investigates data analysis and measurement, key performance indicators of mobile marketing campaigns, and user behaviour on mobile devices. Special focus is placed on the future of mobile marketing and new technologies such as Web 3.0, augmented reality, virtual reality, artificial intelligence, and machine learning, and their impact on consumer satisfaction. The research methodology employs techniques such as interviews and surveys to examine the effects of mobile marketing on consumer satisfaction. Based on the research findings, the advantages and disadvantages of new technologies are analysed, and the validity of the hypotheses is tested. This thesis aims to provide a deeper understanding of the significance of mobile marketing in achieving high consumer satisfaction and offer guidelines for further development and implementation of mobile marketing in the contemporary business world.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:251:798835
Study programme	Title: MA in Management in Culture and Creative Industries (double major) Study programme type: university Study level: graduate Academic / professional title: magistar/magistra menadžmenta u kulturi i kreativnim industrijama (magistar/magistra menadžmenta u kulturi i kreativnim industrijama)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	Repository of the Academy of Arts and Culture in Osijek
Created on	2023-11-17 11:59:48