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undergraduate thesis
ANALIZA TRENDOVA MOBILNOG OKRUŽENJA
Završni rad
2021. urn:nbn:hr:145:254021
Vilk, Anja
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing

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Vilk, A. (2021). ANALIZA TRENDOVA MOBILNOG OKRUŽENJA : 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:145:254021

Vilk, Anja. "ANALIZA TRENDOVA MOBILNOG OKRUŽENJA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:254021

Vilk, Anja. "ANALIZA TRENDOVA MOBILNOG OKRUŽENJA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:254021

Vilk, A. (2021). 'ANALIZA TRENDOVA MOBILNOG OKRUŽENJA : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, accessed 14 September 2023, https://urn.nsk.hr/urn:nbn:hr:145:254021

Vilk A. ANALIZA TRENDOVA MOBILNOG OKRUŽENJA : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek; 2021 [cited 2023 September 14] Available at: https://urn.nsk.hr/urn:nbn:hr:145:254021

A. Vilk, "ANALIZA TRENDOVA MOBILNOG OKRUŽENJA : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:254021

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Metadata
TitleANALIZA TRENDOVA MOBILNOG OKRUŽENJA : Završni rad
Title (english)ANALYSIS OF MOBILE ENVIRONMENT TRENDS : Final paper
AuthorAnja Vilk
MentorAntun Biloš (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
(Chair of Marketing)
Osijek
Defense date and country2021-09-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Napredak tehnologije doveo je do toga da korisnici sve više koriste svoje pametne telefone i tablete za istraživanje i komuniciranje s drugim korisnicima što je dovelo do sve većeg razvoja mobilnog marketinga. Mobilni marketing je usmjeren na dosezanje ciljne skupine putem mobitela ili tableta. S obzirom na broj korisnika mobilnih uređaja, poslovni subjekti se pokušavaju putem istih i oglašavati te stvoriti komunikaciju sa svojim potrošačima. Iz tog razloga javlja se sve više različitih trendova kao što su društvene mreže, glasovno pretraživanje, chatbotovi i slično. Mobilni marketing omogućuje dvosmjernu komunikaciju i potrošači mogu odmah reagirati na određene poruke. Mobilni mediji imaju veliki broj pogodnosti i prednosti u odnosu na tradicionalne medije. Omogućuju personaliziran pristup kao i prikupljanje podataka i informacija o korisnicima putem njihovih mobilnih uređaja. Za izradu ovog rada korištene se stručne, domaće i strane literature te je provedeno i primarno istraživanje. Cilj provedenog anketnog upitnika je istražiti koliko ispitanici poznaju i koriste trendove mobilnog okruženja. Anketom je potvrđeno kako korisnici u velikoj mjeri koriste i preferiraju određene trendove osim glasovnog pretraživanja te chatbotova. Korisnici više preferiraju tekstualno pretraživanje u odnosu na glasovno te nemaju povjerenja u chatbotove koji pružaju brze i automatizirane odgovore. Također, anketom je potvrđeno kako korisnici svoje mobilne uređaje smatraju previše osobnima te je zbog toga prije svake komunikacije i interakcije potrebno zatražiti dopuštenje korisnika. Mobilni uređaji i trendovi mobilnog okruženja predstavljaju potencijal za daljnji razvitak marketinške komunikacije putem mobilnih uređaja.
Abstract (english)
Technology advances have led to more and more users using their smartphones and tablets to research and communicate with other users which has led to the growing development of mobile marketing. Mobile marketing is aimed at reaching the target group via mobile or tablet. Given the number of mobile device users, businesses try to advertise through them and create communication with their consumers. For this reason, there are more and more different trends, such as social networks, voice search, chatbots and the like. Mobile marketing enables twoway communication and consumers can respond immediately to certain messages. Mobile media have a number of benefits and advantages over traditional media. They provide personalized access, as well as the collection of data and information about users via their mobile devices. Both domestic and foreign professional literature has been used to prepare this paper, and primary research has been conducted. The aim of the questionnaire used is to investigate how much the respondents use and know about the mobile environment trends. The survey has confirmed that users largely use and prefer certain trends except voice search and chatbots. Users prefer textual search over voice search and don't trust chatbots that provide fast and automated responses. In addition, the survey has confirmed that users consider their mobile devices too personal and therefore it is necessary to ask for the user's permission before any communication and interaction. Mobile devices and trends in mobile environment represent the potential for further development of marketing communication via mobile devices.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:254021
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
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Created on2022-05-19 14:01:58