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master's thesis
Mobilni marketing kao komponenta u ponašanju potrošača
Diplomski rad
2020. urn:nbn:hr:145:074320
Pajcur, Marina
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Management, Organization and Entrepreneurship

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Pajcur, M. (2020). Mobilni marketing kao komponenta u ponašanju 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:145:074320

Pajcur, Marina. "Mobilni marketing kao komponenta u ponašanju 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:145:074320

Pajcur, Marina. "Mobilni marketing kao komponenta u ponašanju 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:145:074320

Pajcur, M. (2020). 'Mobilni marketing kao komponenta u ponašanju potrošača : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 23 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:074320

Pajcur M. Mobilni marketing kao komponenta u ponašanju potrošača : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2024 November 23] Available at: https://urn.nsk.hr/urn:nbn:hr:145:074320

M. Pajcur, "Mobilni marketing kao komponenta u ponašanju 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:145:074320

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Metadata
TitleMobilni marketing kao komponenta u ponašanju potrošača : Diplomski rad
Title (english)MOBILE MARKETING AS A COMPONENT IN CONSUMER’S BEHAVIOUR : Graduate paper
AuthorMarina Pajcur
MentorZdravko Tolušić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Management, Organization and Entrepreneurship)
Osijek
Defense date and country2020-07-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U suvremeno doba komunikacija se odvija putem izrazito naprednih tehnoloških uređaja. Potrošači su neprestano u međusobnom kontaktu, a poslovni subjekti ulažu napore kako bi s njima ostvarili kvalitetnu interakciju. Iz tog, ali i ostalih, razloga marketinški stručnjaci sve češće se odmiču od tradicionalnih masovnih oblika marketinga i prelaze na personalizirane oblike marketinških kanala. Mobilni marketing predstavlja jedan od novijih oblika prenošenja relevantnih marketinških informacija koji se ubrzano razvija zahvaljujući svakodnevnom korištenju i rasprostranjenosti mobilnih uređaja diljem svijeta. Poslovni subjekti su u mogućnosti povezati se sa svojim ciljanim skupinama u bilo koje vrijeme i na bilo kojem mjestu što predstavlja najveću prednost ovog oblika marketinga u odnosu na ostale. Bolja prilagodba preferencijama i navikama potrošača posljedica je detaljnijih istraživanja ponašanja potrošača putem različitih alata mobilnog marketinga. Neovisno o kojem se tržištu radi implementacija mobilnog marketinga postaje neizostavna komponenta u poslovanju koja poslovnim subjektima omogućuje maksimalno poboljšanje karakteristika proizvoda sa svrhom zadovoljenja želja i potreba potencijalnih korisnika. Svrha rada je istražiti kako mobilni marketing utječe na ponašanje potrošača i njihove kupovne odluke. Rad je podijeljen na teorijski i praktični dio. Teorijski dio odnosi se na uvid u pojam mobilnog marketinga kao i njegove karakteristike, dimenzije, alate te prednosti i nedostatke, a obuhvaća informacije prikupljene iz stručne literature, dok je praktični dio fokusiran na online istraživanje „Mobilni marketing kao komponenta u ponašanju potrošača“ čime su prikupljene informacije potrošača o učestalosti korištenja naprednog mobilnog uređaja, najčešće korištenim alatima mobilnog marketinga na naprednom mobilnom uređaju, prikupljanju informacija o proizvodima i/ili uslugama putem naprednog mobilnog uređaja te utjecaju promotivnih aktivnosti na njihove odluke o kupovini online i in store (u trgovini).
Abstract (english)
In the contemporary age, communication is achieved via extremely advanced technological devices. The consumers are constantly in touch with each other, and businesses are putting a lot of effort in order to achieve quality interaction with them. Consequently, marketing experts are more and more frequently distancing themselves from traditional forms of mass marketing and switching over to personalized forms of marketing channels. Mobile marketing represents a newer form of transferring relevant marketing information. It is developing rapidly thanks to everyday usage and distribution of mobile devices worldwide. Businesses are able to connect with their target audiences at any time and any place, which gives the biggest advantage to mobile marketing. Better adjustment to consumers’ preferences and habits is a consequence of detailed research of their behaviour via various mobile marketing tools. The implementation of mobile marketing has become an essential component for businesses, regardless of the market, because it enables maximum improvement of product characteristics so that potential users’ needs and wishes are met. The aim of this paper is to examine the effect of mobile marketing on users’ behaviour and their purchasing decisions. It is divided into theoretical and practical elements. The theoretical element concerns the term mobile marketing and its characteristics, dimensions, tools, and advantages and disadvantages. It also covers the information gathered from expert literature, whereas the practical element is focused on an online research ‘’Mobile marketing as a component in consumer’s behaviour’’. There they gathered information about the frequency of advanced mobile devices’ usage, mostly via used mobile marketing tools on advanced mobile devices, gathering product and/or service information via advanced mobile devices, and the effect of promotional activities on their online and in-store purchasing decisions.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:074320
Study programmeTitle: Business economy; specializations in: Management
Course: Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-05-26 09:16:15