master's thesis
Strategija oglašavanja putem društvene mreže Facebook

Kristina Japarić (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleStrategija oglašavanja putem društvene mreže Facebook
AuthorKristina Japarić
Mentor(s)Marija Ham (thesis advisor)
Abstract
Društvene mreže predstavljaju virtualnu platformu na kojoj se nalazi veliki broj aktivnih korisnika koji kontinuirano raste iz dana u dan. Zbog toga se gospodarskim subjektima pružila mogućnost za kreiranje strategije oglašavanja putem društvenih mreža. Prednosti društvenih mreža pružile su mogućnost da gospodarski subjekti dopru do svojeg ciljnog segmenta. Najvažnija prednost društvenih mreža je što se kod ovakvog oblika oglašavanja ostvaruje interaktivnost između oglašivača i potencijalnog kupca. Postoje mnogobrojne društvene mreže koje gospodarskim subjektima stoje na raspolaganju, među kojima je po broju aktivnih korisnika Facebook i dalje u vodećoj poziciji sa gotovo 1,6 milijardi korisnika. Bilo koja tvrtka koja donese odluku o tome da se planira oglašavati putem društvenih mreža, ovu društvenu mrežu treba imati među svojim alternativama. Kolika je učinkovitost oglašavanja putem društvenih mreža može se utvrditi uz pomoć različitih internetskih alata. Među njima je i Google Analytics koji pruža gospodarskom subjektu uvid u pokazatelje na temelju kojih se može utvrditi kolika je isplativost oglašavanja putem društvenih mreža preko kojih se oglašava.
Keywordsadvertising on social networks social networks Facebook return on investment Google Analytics
Committee MembersMarija Ham (committee chairperson)
Helena Štimac (committee member)
Marina Stanić (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 date2016-09-15
Parallel abstract (English)
Social networks are a virtual platform where we can find a large number of active users which is continuously growing every day. Thanks to this, companies have the opportunity to create strategies of advertising on social networks. The benefits of social networks provide the ability for companies to reach out to their target segment. The most important benefit of advertising on social networks is achieving interactivity between the seller and potential buyer. There are a lot of social networks which are available to companies. Facebook is one of them with 1,6 billion of active users and with this number is still in leader position. Because of that, Facebook is alternative to every company that wants to try that type of advertising. Effectiveness of advertising on social networks can be established with the help of various online tools. One of them is Google Analytics which provides access to data to companies. Based on that data we can see profitability of advertising on social networks.
Parallel keywords (Croatian)marketing putem društvenih medija društvene mreže Facebook povrat na ulaganja Google Analytics
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:145:236586
CommitterGordana Kradijan