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undergraduate thesis
Oblici viralnog marketinga na internetu
Završni rad
2020. urn:nbn:hr:145:437615
Jurić, Marija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing

Cite this document

Jurić, M. (2020). Oblici viralnog marketinga na internetu : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:437615

Jurić, Marija. "Oblici viralnog marketinga na internetu : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:437615

Jurić, Marija. "Oblici viralnog marketinga na internetu : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:437615

Jurić, M. (2020). 'Oblici viralnog marketinga na internetu : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, accessed 26 September 2023, https://urn.nsk.hr/urn:nbn:hr:145:437615

Jurić M. Oblici viralnog marketinga na internetu : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek; 2020 [cited 2023 September 26] Available at: https://urn.nsk.hr/urn:nbn:hr:145:437615

M. Jurić, "Oblici viralnog marketinga na internetu : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:145:437615

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Metadata
TitleOblici viralnog marketinga na internetu : Završni rad
Title (english)FORMS OF VIRAL MARKETING ON THE INTERNET : Final paper
AuthorMarija Jurić
MentorAntun Biloš (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
(Chair of Marketing)
Osijek
Defense date and country2020-09-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Viralni marketing se kao zasebna tehnika pojavio 1990-ih godina kao posljedica razvoja digitalnih medija i novih marketinških ideja. U početku se pretežno koristio kao samostalna marketinška tehnika usredotočena na kreativni materijal, ali su se razvojem tehnologije i digitalnih medija razvili novi pristupi i tehnike viralnih kampanja. Koncept viralnog marketinga počiva na inovativnim i kreativnim idejama koje u ciljanoj publici pobuđuju duboke reakcije i emocije. Reakcije, bilo one pozitivne ili negativne, budu toliko izražene da osoba odluči poruku proslijediti dalje prijateljima i poznanicima kako bi je i oni vidjeli. Upravo to dijeljenje poruke između ljudi i relativno niski troškovi čine viralni marketing dobitnom kombinacijom. Ne postoji garancija da će svaka osmišljena kampanja postati viralna, štoviše, samo rijetke kampanje uspiju postići globalni uspjeh. Upravo iz tog razloga je bitno poznavati čimbenike koji pozitivno ili negativno utječu na osmišljenu viralnu kampanju. U radu su obrađene teme vezane za razvoj marketinga u doba digitalne revolucije koja je i dovela do stvaranja viralnog marketinga. Zatim se detaljno opisuje povijest, razvoj i današnji viralni marketing.
Abstract (english)
Viral marketing first appeared as a separate technique in the 1990s as a result of digital marketing development and new marketing ideas. In the beginning, it was mostly used as an independent marketing technique focused on creative material, until evolution of technology and digital media helped create new approaches and techniques of viral campaigns. The concept of viral marketing lies on the innovative and creative ideas that leave a deep impression and emotion on targeted audience. Impressions, whether they are positive or negative, are so expressed that person decides to share it with their friends and acquaintances so they can see it too. It is exactly that message sharing between people and relatively low costs that make viral marketing a winning combination. There is no guarantee that every placed campaign will become viral, moreover, only a few campaigns succeed in achieving global success. For this reason, it is important to know the factors that positively or negatively affect the designed viral campaign. This paper deals with topics related to the development of marketing in the era of digital revolution that led to the creation of viral marketing. It then describes in detail the history, development and today's viral marketing.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:437615
Study programmeTitle: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-07-22 10:38:50