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master's thesis
Mobilno oglašavanje na društvenim mrežama i tražilicama
Diplomski rad
2020. urn:nbn:hr:145:090246
Ferić, Krešimir
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Cite this document

Ferić, K. (2020). Mobilno oglašavanje na društvenim mrežama i tražilicama : 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:145:090246

Ferić, Krešimir. "Mobilno oglašavanje na društvenim mrežama i tražilicama : 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:145:090246

Ferić, Krešimir. "Mobilno oglašavanje na društvenim mrežama i tražilicama : 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:145:090246

Ferić, K. (2020). 'Mobilno oglašavanje na društvenim mrežama i tražilicama : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 29 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:090246

Ferić K. Mobilno oglašavanje na društvenim mrežama i tražilicama : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2024 December 29] Available at: https://urn.nsk.hr/urn:nbn:hr:145:090246

K. Ferić, "Mobilno oglašavanje na društvenim mrežama i tražilicama : 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:145:090246

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Metadata
TitleMobilno oglašavanje na društvenim mrežama i tražilicama : Diplomski rad
Title (english)Mobile advertising on social networks and search engines : Graduate paper
AuthorKrešimir Ferić
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
Osijek
Defense date and country2020-09-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U posljednjih nekoliko godina društvene mreže i tražilice predstavljaju snažni marketinški alat oglašivačima u komunikaciji sa korisnicima mobilnih uređaja. Danas gotovo da i ne postoji osoba koja ne posjeduje pametni uređaj koji ima pristup internetu i barem jedan račun na jednoj od mnogobrojnih društvenih mreža. Prema tome cilj ovoga rada usredotočen je na utjecaj mobilnog oglašavanja putem društvenih mreža i tražilica na svijest i ponašanje korisnika istih. Istraživanjem su potvrđene teorijske pretpostavke dobivene iz istražene literature zadane teme. Ispitivanjem je dokazan snažni utjecaj oglašavanja putem društvenih mreža i tražilica na ponašanje korisnika. Veliki dio rezultata ukazuje na negativni stav ispitanika prema oglasima. Ispitanici smatraju da su oglasi često nametnuti od strane oglašivača i tako narušavaju njihovu privatnost i boravak na mobilnim uređajima. Također, bez obzira na negativne stavove korisnici društvenih mreža kupuju online putem svojih pametnih telefona i smatraju kako mobilni oglasi olakšavaju kupovni proces. Stoga se jasno da pretpostaviti kako je mobilno oglašavanje osnovni preduvjet za razvoj internet prodaje. Dobivenim zaključcima istraživanja date su smjernice od strane korisnika pomoću kojih marketinški stručnjaci mogu unaprijediti i poboljšati oglašavanje određenih poslovnih subjekata putem društvenih mreža i tražilica. Sukladno svemu prethodno navedenom da se jasno ustanoviti kako se iščekuje samo daljnji napredak mobilnog oglašavanja putem društvenih mreža.
Abstract (english)
In recent years, social networks and search engines have been a powerful marketing tool for advertisers in communicating with mobile users. Today there is almost no person who does not own a smart device that has access to the internet and at least one account on one of the many social networks. Therefore, the aim of this work focuses on the impact of mobile advertising through social networks and search engines on the awareness and behaviour of users thereof. The study confirmed the theoretical assumptions of age. The study demonstrated the strong influence of social media advertising and search engines on user behaviour. A large part of the results indicate a negative attitude towards ads. Respondents believe that ads are often imposed by advertisers, thus invading their privacy and stay on mobile devices. Also, regardless of negative attitudes, social media users are shopping online through their smartphones and are making mobile ads easier to buy. Also, regardless of negative attitudes, social media users are shopping online through their smartphones and are making mobile ads easier to buy. It is therefore clear that mobile advertising is the primary preconceives for the development of internet sales. The research conclusions provide guidance from users that can help marketing professionals improve and improve advertising of specific businesses through social networks and search engines. According to all of the above, it is clear that only further advances in mobile advertising through social networks are expected.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:090246
Study programmeTitle: Marketing
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 on2021-02-01 13:28:43