prikaz prve stranice dokumenta Utjecaj geolokacijskog marketinga na ponašanje potrošača
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master's thesis
Utjecaj geolokacijskog marketinga na ponašanje potrošača
Diplomski rad
2020. urn:nbn:hr:145:481243
Lehpamer, Valentina
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Lehpamer, V. (2020). Utjecaj geolokacijskog marketinga na ponašanje potrošača : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:481243

Lehpamer, Valentina. "Utjecaj geolokacijskog marketinga na ponašanje potrošača : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:481243

Lehpamer, Valentina. "Utjecaj geolokacijskog marketinga na ponašanje potrošača : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:481243

Lehpamer, V. (2020). 'Utjecaj geolokacijskog marketinga na ponašanje potrošača : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 13 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:481243

Lehpamer V. Utjecaj geolokacijskog marketinga na ponašanje potrošača : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2024 April 13] Available at: https://urn.nsk.hr/urn:nbn:hr:145:481243

V. Lehpamer, "Utjecaj geolokacijskog marketinga na ponašanje potrošača : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:145:481243

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Metadata
TitleUtjecaj geolokacijskog marketinga na ponašanje potrošača : Diplomski rad
Title (english)Impact of geolocation marketing on consumer behavior : Graduate paper
AuthorValentina Lehpamer
MentorIvan Kelić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2020-09-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj ovog rada je prikazati kako geolokacijski marketing, kao komunikacijski kanal može pružiti informacije krajnjim potrošačima te omogućiti poslovnim subjektima uspješniju promociju temeljenu na lokaciji korisnika. U radu su prikazane prednosti i nedostaci ovakvog marketinškog pristupa prema korisnicima. U teorijskom dijelu prikazane su informacije o samom lokacijskom marketingu, te su prikazani čimbenici koji utječu na same odluke krajnjih potrošača o kupnji te kako se formira njihovo mišljenje o brandu općenito. Informacije koje su se koristile za teorijski dio prikupljene su iz sekundarnih izvora podataka. U drugom dijelu rada prikazani su rezultati provedenog istraživanja, koji se odnose na samo zadovoljstvo krajnjih potrošača i kako na njih utječe sam lokacijski marketing. Ti podaci prikupljeni su primarnim skupljanjem podataka, odnosno anketom. U samom zaključku biti će dan kratki osvrt na cjelokupni rad. U zaključku će se dati konačna forma radu te dati odgovor na pitanje utječe li zaista, te u kojoj mjeri lokacijski marketing na samog potrošača.
Abstract (english)
The aim of this paper is to show how geolocation marketing, how a communication channel can provide information to end consumers and enable businesses to more successfully promote based on the location of users. The paper will also present the advantages and disadvantages of this marketing approach to customers. The theoretical part will present information about the location marketing itself, and will show the factors that influence the decisions of end consumers to buy and how to form their opinion about the brand in general. The information used for the theoretical part was collected from secondary data sources. The second part of the paper presents the results of the research, which relate to the satisfaction of end consumers and how they are affected by location marketing itself.. These data were collected through primary data collection, ie a survey. In the conclusion, a brief overview of the entire work will be given. In the conclusion, the final form of the work will be given and the answer to the question of whether location marketing really affects the consumer, and to what extent.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:481243
Study programmeTitle: Business economy; specializations in: Business Informatics
Course: Business Informatics
Study programme type: university
Study level: graduate
Academic / professional title: Magistar/magistra ekonomije (Magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-01-21 10:49:04