Access restricted to students and staff of home institution
master's thesis
MOBILE PHONES IMPACT ON SOCIAL MEDIA MARKETING

Bernarda Amidžić (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleUtjecaj mobilnih uređaja na marketing na društvenim mrežama
AuthorBernarda Amidžić
Mentor(s)Drago Ružić (thesis advisor)
Abstract
Ovim radom se ukazuje na znatan utjecaj mobilnih uređaja na razvoj i način oglašavanja na društvenim mrežama. Mobilne uređaje posjeduju gotovo svi u okolini, od najstarije do sve mlađe populacije. Nešto slično moglo bi se reći za društvene mreže. Budući da je uspjeh navedene platforme (mobilnih uređaja) i novo nastalih kanala (društvenih mreža) međusobno isprepleten i zavisan, u radu su promotreni razlozi zašto i kako mobilni uređaji utječu na marketinške aktivnosti na društvenim mrežama. Promatranjem statistika o zastupljenosti i korištenju mobilnih tehnologija u svijetu, zaključilo se koliko su mobilni uređaji važan dio ljudskog života. Predmet ovog istraživanja bio je ispitati kako korištenje mobilnih uređaja i njihovih svih njihovih mogućnosti utječe na osmišljavanje i primjenu marketing strategija u posljednjih šest godina. Provedenim istraživanjem među studentima u Hrvatskoj utvrđeno je koliko je prihvaćena društvena mreža Snapchat, koja je po načinu korištenja osmišljena isključivo za napredne mobilne uređaje. Metode istraživanja koje su korištene prilikom izrade rada su deduktivna metoda, metoda analize, konkretizacija, metoda generalizacije, deskripcije i kompilacije. U empirijskom dijelu rada korištena je metoda studije slučaja i metoda dokazivanja. U radu je naglasak stavljen na alate koji se koriste kao novi načini komunikacije s potrošačima i povećavaju važnost kreiranja korisnih i kreativnih sadržaja. Neka od saznanja dobivena istraživanjem je činjenica da je Snapchat dobro prihvaćen među studentskom populacijom, a korisnici su motivirani za korištenje aplikacije iz različitih razloga te da su mobilni uređaji znatno promijenili način na koji korisnici mobilnih uređaja ili poduzeća komuniciraju s pojedincima.
Keywordsmobile devices social media marketing mobile apps location-based services mobile marketing tools
Parallel title (English)MOBILE PHONES IMPACT ON SOCIAL MEDIA MARKETING
Committee MembersDrago Ružić (committee chairperson)
Antun Biloš (committee member)
Mirna Leko Šimić (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-29
Parallel abstract (English)
This paper suggests a significant impact of mobile devices on the development and the methods of advertising on social networks. Mobile devices are almost all around us. Mobile owners can be found among the oldest generations to younger and younger individuals. Something similar could be said for the social networks. Since the success of that platform (mobile) and newly formed channels (social networks) are interwoven and dependent, the reasons why and how mobile devices affect marketing activities on social networks are discussed in this paper. By observing the statistics on the prevalence and the use of mobile technology in the world it is concluded whether mobile devices are an important part of human life. The subject of this study was to examine how do the significant use of mobile devices and all their potentials, impacts the development and implementation of marketing strategies in the last six years. Conducted research among Croatian students showed how well is accepted mobile social network Snapchat among them. Research methods that were used when creating the thesis are the deductive method, analysis method, concretization, generalization method, description, and compilation. The methods used in the empirical part case study method and method of proof. In this paper, the emphasis was placed on tools used as a new means of communication with consumers and placing a greater emphasis on creating useful and creative content. In this paper, the emphasis was placed on specific tools used as a new means of communication with consumers and the importance of creating a useful and creative content towards the audience. Some of the findings obtained by the research are the fact that Snapchat is well accepted among students and users are motivated to use application for various reasons. Another finding gained in this paper is that usage of mobile devices significantly changes the way how mobile users or companies communicate with individuals.
Parallel keywords (Croatian)mobilni uređaji marketing na društvenim mrežama mobilne aplikacije lokacijske usluge mobilni marketinški alati
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:449373
CommitterGordana Kradijan