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master's thesis
Utjecaj društvenih mreža na ponašanje potrošača
Diplomski rad
2020. urn:nbn:hr:145:174632
Andrić, Monika
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Andrić, M. (2020). Utjecaj društvenih mreža na ponašanje 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:145:174632

Andrić, Monika. "Utjecaj društvenih mreža na ponašanje 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:145:174632

Andrić, Monika. "Utjecaj društvenih mreža na ponašanje 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:145:174632

Andrić, M. (2020). 'Utjecaj društvenih mreža na ponašanje potrošača : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 08 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:174632

Andrić M. Utjecaj društvenih mreža na ponašanje potrošača : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2025 April 08] Available at: https://urn.nsk.hr/urn:nbn:hr:145:174632

M. Andrić, "Utjecaj društvenih mreža na ponašanje 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:145:174632

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Metadata
TitleUtjecaj društvenih mreža na ponašanje potrošača : Diplomski rad
Title (english)THE IMPACT OF SOCIAL NETWORKS ON CONSUMER BEHAVIOUR : Graduate paper
AuthorMonika Andrić
MentorDrago Ružić (mentor)
Committee memberIvan Kelić (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2020-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Utjecaj koji društvene mreže imaju na ponašanje potrošača uzrokovan je ubrzanim razvojem informacijske tehnologije i širenjem velikog broja različitih društvenih mreža na internetu. U svijetu danas Internet koristi više od 4,5 milijardi ljudi, a istraživanja su pokazala da je u 2019. godini u Republici Hrvatskoj Internet koristilo 1,9 milijuna građana. Društvene mreže su s vremenom postale globalni komunikacijski fenomen čiji je oblik svakodnevna privatna i poslovna komunikacija. Pojavom... More društvenih mreža povećao se broj klijenata - potencijalnih kupaca ili potrošača koji su putem interneta postali dostupni svima, čime je stvoreno novo tržište koje bilježi konstantan rast. Prostor koji društvene mreže zauzimaju u virtualnom svijetu nije ograničen, već se prilagođava zahtjevima tržišta. Osim Facebooka, Youtubea, Instagrama, Twittera i dr., na tržištu se svakodnevno pojavljuju nove društvene mreže. Primarni zadatak oglašivača na društvenim mrežama je praćenje i istraživanje tržišta i krajnjih potrošača odnosno ciljanih skupina na koje se želi utjecati. Pojedinci i organizacije u današnje vrijeme žive u dva paralelna svijeta, onom realnom i drugom-virtualnom svijetu. Era globalizacije digitalnog marketinga je započela, a njegov utjecaj i posljedice tek će se istraživati u budućnosti. Uloge i mjesta koje pojedinci i organizacije zauzimaju u virtualnom svijetu su različite, različite su mogućnosti i pristupi, opasnosti su neizbježne, dok će posljedice biti uskoro vidljive svima. Oglašavanje na društvenim mrežama u svijetu donosi zaradu i profit, a položaj oglašivača na tržištu između konkurenata ostvaruje se što efikasnijom promocijom. Promjene u načinu ponašanja potrošača pod utjecajem su različitih čimbenika, a dijelimo ih na društvene, osobne i psihološke čimbenike. Potrošačev odabir za kupnju rezultat je interakcije društvenih, osobnih, kulturnih, psiholoških i dr. čimbenika koji utječu na odluku o kupnji. Marketing društvenih mreža i njegova uloga u brendiranju je značajna jer povezuje brend s potencijalnim potrošačima. Marketing traje cijelog života proizvoda, jer je njime pokušavaju pronaći novi klijenti i zadržati postojeći na način da se poboljša kvaliteta i privlačnost proizvoda koji se oglašava na tržištu. Less
Abstract (english)
The impact that social networks have on consumer behaviour is caused by the rapid development of information technology and the spread of many different social networks on the Internet. Today, more than 4.5 billion people in the world use the Internet, and research has shown that in 2019, 1.9 million citizens in the Republic of Croatia used the Internet. Over time, social networks have become a global communication phenomenon whose form is everyday private and business communication.... More With the advent of social networks, the number of customers has increased - potential buyers or consumers who have become available to everyone via the Internet, thus creating a new market that is recording constant growth. The space that social networks occupy in the virtual world is not limited but adapts to market requirements. In addition to Facebook, You Tube, Instagram, Twitter, etc., new social networks are appearing on the market every day. The primary task of advertisers on social networks is to monitor and research the market and end consumers or target groups that are to be influenced. Individuals and organizations nowadays live in two parallel worlds, the real and the othervirtual world. The era of digital marketing globalization has begun, and its impact and consequences have yet to be explored in the future. The roles and places that individuals and organizations occupy in the virtual world are different, opportunities and approaches are different, dangers are inevitable, and the consequences will soon be visible to all. Advertising on social networks in the world brings profit and profit, and the position of advertisers in the market among competitors is achieved through the most efficient promotion. Changes in the way consumers behave are influenced by various factors, and we divide them into social, personal and psychological factors. The consumer's choice to buy is the result of the interaction of social, personal, cultural, psychological and other factors that influence the purchase decision. Social media marketing and its role in branding is significant because it connects the brand with potential consumers. Marketing lasts a lifetime of a product, as it is used to try to find new customers and keep existing ones in a way that improves the quality and attractiveness of the product being advertised on the market. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:174632
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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-06-29 11:25:28
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