master's thesis
Strategije komunikacije na društvenim mrežama

Krešimir Delač (2016)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Quantitative Methods and Informatics
Metadata
TitleStrategije komunikacije na društvenim mrežama
AuthorKrešimir Delač
Mentor(s)Jerko Glavaš (thesis advisor)
Abstract
Društvene su mreže postale važan dio života današnjeg čovjeka. One su promijenile način na koji svijet funkcionira, a prvenstveno su promijenile marketinška stajališta. Krenuvši od tradicionalnog marketinga, gdje su se potrošačima nasilno nametale reklame kraj ceste, na trgovima, u novinama, na televiziji i sl., i time utjecali na prodaju svojih brendova i proizvoda, pa do današnjeg marketinga, gdje se ne isključuje ova tradicionalna komponenta, već pokušava modernizirati pronalaženjem novih načina oglašavanja i nametanja potrošačima. Društvene su mreže promijenile načine oglašavanja te utjecale na to da se u pojam marketinga doda još jedna komponenta, a to je upravo oglašavanje na društvenim mrežama. Taj je pojam postao integrirani dio marketinga koji se iz dana u dan mijenja. Potrošači su naviknuli na konstantne inovacije od pojave društvenih mreža te očekuju kontinuiranu inovativnost i kreativnost marketinških aktivnosti kako bi pozornost potrošača bila zadržana i usmjerena na njihov proizvod ili uslugu. Marketing na društvenim mrežama djeluje na principu socijalnog umrežavanja kako bi pomogao, u ovom slučaju poduzeću, poboljšati izloženost brenda te produbiti odnos s potrošačima. Osnivaju se nove funkcije u poduzećima koje upravljaju strategijama komunikacije i odnosima s potrošačima. Cilj je stvoriti sadržaj zanimljiv potrošačima koji će oni dalje dijeliti i oglašavati drugim potrošačima. Iz perspektive potrošača, društvene mreže olakšavaju načine izražavanja iskustava o konzumiranju određenih proizvoda, bila ona dobra ili loša, te na taj način daju povratnu informaciju poduzeću da poboljša ili modificira proizvod ili uslugu kako bi zadovoljilo želje i potrebe svojih potrošača.
Keywordssocial media social media marketing communication strategies Internet marketing
Committee MembersJerko Glavaš (committee chairperson)
Davor Dujak (committee member)
Blaženka Hadrović Zekić (committee member)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Lower level organizational unitsChair of Quantitative Methods and Informatics
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness economy; specializations in: Management
Study specializationManagement
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-12-21
Parallel abstract (English)
Social media have become an essential part of everyday life of an average person. Social networking has changed almost every aspect of our daily life, making information and communication within the reach in a matter of seconds, especially when it comes to marketing and advertising. In marketing, both the traditional one, where ads are inevitable and surrounding consumers on every step road ads, newspapers, television, etc., and in modern marketing, which includes this traditional version of marketing, but also tries to implement new ways of advertising and brand presence. Social media have deeply changed the way marketing works today, adding another component to the bare definition of marketing social media marketing. This term has become an integral part of the modern world marketing, a vast area changing constantly and rapidly from day to day. Consumers are used to frequent innovation so much that they are expecting even more creativity and innovational treats to keep their attention and loyalty on point. Social media marketing uses the principle of social media networking in order to enhance brand exposure and to deepen relationships with the customers. New positions are being formed in companies in order to manage communication strategies and customer relationship. The goal is to create content interesting enough to be further shared and commented. From the customer perspective, social media marketing makes it easier to find and share different experiences about the product, whether those experiences are positive or negative. Social media marketing gives a valuable feedback to the company about their product placement, experiences and opinion of their customers, making it easier for them to create a product designed exactly according to their customers.
Parallel keywords (Croatian)društvene mreže marketing na društvenim mrežama strategije komunikacije Internet oglašavanje
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:145:753737
CommitterGordana Kradijan