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undergraduate thesis
Upravljanje digitalnim komunikacijama
Završni rad
2021. urn:nbn:hr:145:475934
Bogdanović, Mladen
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing

Cite this document

Bogdanović, M. (2021). Upravljanje digitalnim komunikacijama : 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:145:475934

Bogdanović, Mladen. "Upravljanje digitalnim komunikacijama : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:475934

Bogdanović, Mladen. "Upravljanje digitalnim komunikacijama : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:475934

Bogdanović, M. (2021). 'Upravljanje digitalnim komunikacijama : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, accessed 01 December 2023, https://urn.nsk.hr/urn:nbn:hr:145:475934

Bogdanović M. Upravljanje digitalnim komunikacijama : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek; 2021 [cited 2023 December 01] Available at: https://urn.nsk.hr/urn:nbn:hr:145:475934

M. Bogdanović, "Upravljanje digitalnim komunikacijama : 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:145:475934

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Metadata
TitleUpravljanje digitalnim komunikacijama : Završni rad
Title (english)Management of Digital Communications : Final paper
AuthorMladen Bogdanović
MentorIvan Kelić (mentor)
Committee memberIvan Kelić (predsjednik povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
(Chair of Marketing)
Osijek
Defense date and country2021-09-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Zbog porasta popularnosti društvenih mreža u posljednjih nekoliko godina, način na koji tvrtke putem njih komuniciraju drastično se promijenio. Više nije prihvatljivo da tvrtke preuzimaju pasivnu ulogu u komunikaciji nego se od njih očekuje da aktivno sudjeluju u zajednici. Dobar moderator društvenih mreža ključan je kako bi se osiguralo da marka odaje prikladnu sliku. Nedavna istraživanja pokazala su da potrošači povoljnije reagiraju na marke koje pokazuju ljudske osobine i žargonizam, umjesto da koriste formalne strukture rečenica. Uspon društvenih medija također je stvorio novi fenomen, ideju neizravnog marketinga od strane samih potrošača. Stvaranjem sadržaja koji se odnosi na proizvod tvrtke, poput recenzija, vlogova, slika ili podcastova, oni u osnovi podižu svijest o robnoj marki i oglašavaju proizvod, bez da im je to primarni cilj. Još jedna ključna promjena posljednjih godina je napredak tehnologije streaminga uživo. Po prvi put u povijesti moguće je izravno plasirati ogromnom broju ljudi, a da pritom i dalje ostaje intimnost i ljudska povezanost. Korisnici mogu razgovarati s streamerima i ostalim korisnicima u stvarnom vremenu, što omogućava veći osjećaj sudjelovanja i interakcije.
Abstract (english)
Due to the rise in popularity of social media in the last couple of years, the way companies communicate through them has changed drastically. No longer is it acceptable for companies to take a passive role in communication and it is expected of them to participate in the community. A good social media manager is essential to ensure the brand gives off a suitable image. Recent studies have shown that consumers react more favorably to brands that exhibit human traits and lingo rather than using formal sentence structures. The rise of social media also created a new phenomenon, the idea of indirect marketing by the consumers themselves. Through their creation of content related to a company’s product, such as reviews, vlogs, images or podcasts, they are essentially raising brand awareness and advertising the product without it being their primary goal. Another key change in recent years is the advance of live-streaming technology. For the first time in history, it is possible to market directly to a huge number of people while still maintaining the intimacy and human connection. Users are able to talk with the streamers and other users in real time, thereby allowing for a greater sense of participation and interaction.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:475934
Study programmeTitle: professional study commerce
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-06-30 12:03:11