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master's thesis
Izazovi vođenja bloga namijenjenog komercijalnoj upotrebi
Diplomski rad
2020. urn:nbn:hr:145:926096
Čerkez, Iva
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Cite this document

Čerkez, I. (2020). Izazovi vođenja bloga namijenjenog komercijalnoj upotrebi : 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:145:926096

Čerkez, Iva. "Izazovi vođenja bloga namijenjenog komercijalnoj upotrebi : 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:145:926096

Čerkez, Iva. "Izazovi vođenja bloga namijenjenog komercijalnoj upotrebi : 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:145:926096

Čerkez, I. (2020). 'Izazovi vođenja bloga namijenjenog komercijalnoj upotrebi : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 23 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:926096

Čerkez I. Izazovi vođenja bloga namijenjenog komercijalnoj upotrebi : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2024 December 23] Available at: https://urn.nsk.hr/urn:nbn:hr:145:926096

I. Čerkez, "Izazovi vođenja bloga namijenjenog komercijalnoj upotrebi : 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:145:926096

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Metadata
TitleIzazovi vođenja bloga namijenjenog komercijalnoj upotrebi : Diplomski rad
Title (english)Challenges related to writing blogs for commercial purposes : Graduate paper
AuthorIva Čerkez
MentorDavorin Turkalj (mentor)
Committee memberIvan Kelić (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2020-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Blogovi, u početku obični internetski dnevnici, razvili su se u respektabilne platforme za oglašavanje, informiranje i privlačenje potencijalnih kupaca. Danas su to pravi marketinški kanali kojima je glavna odlika dinamična, dvosmjerna komunikacija i tu se krije motiv istraživanja izazova s kojima se susreću voditelji komercijalnih blogova. Cilj pisanja ovog diplomskog rada i istraživanja je definirati koji su to izazovi koji uistinu muče današnje blogere. Rad se sastoji od teorijske podloge o važnosti Internet marketinga i istraživačkog dijela. Teorijska podloga također podrazumijeva pojmovno određenje bloga, sekundarno generirane kvalitativne i kvantitativne podatke, te primarne podatke koji su prikupljeni putem polustrukturiranog intervjua. Govori se o sastavu domaće blog scene, o blogu kao o marketinškom kanalu, općim izazovima vođenja bloga utemeljenim na teorijskom istraživanju i statistički najbolja rješenja za iste. Kako bi rad bio potpuniji, u istraživačkom dijelu, provedeni su polustrukturirani intervjui s 3 blogera koji vode komercijalne blogove i djeluju u potpuno različitim nišama. Daje se uvid u opis i vrijeme nastanka navedenih blogova, korisne informacije proizašle iz intervjua s voditeljima, kao i izazove na koje nailaze i kako ih rješavaju. Kroz razgovor s blogerima koji vode food, beauty i blog mističnog karaktera može se uvidjeti koji su to načini i mogućnosti generiranja profita i privlačenja novih posjetitelja ovisno o području u kojem djeluju.
Abstract (english)
Blogs, that started as regular online diaries, have developed into valued platforms for advertising, information sharing and attracting potential buyers. Today, blogs are real marketing channels whose main characteristic is dynamic, two-way communication, also presenting the motive for researching challenges that today’s commercial bloggers are facing. The goal of this thesis and research is to define challenges that are concerning bloggers today. The thesis is consisted of theoretical base on importance of online marketing, and the research. The theoretical base includes definition of blog, secondary generated qualitative and quantitative data, as well as primary data collected through partially structured interviews. It addresses content of the local blog scene, blog as a marketing channel, general challenges of having a blog based on theoretical research, and statistically the best solutions for those challenges. To have a better understanding, in the research part, partially structured interviews have been conducted with three commercial bloggers from completely different niches. The thesis includes insight into description and time of establishment of those three blogs, useful information collected through interviews, as well as their challenges and solutions. Through interviews with food, beauty, and mystic bloggers, we can recognize ways and possibilities of generating profit and attracting new visitors depending on their activity area.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:926096
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management, Logistic management , Business informatics
Course: Trade and logistics
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 on2021-01-20 09:49:05