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master's thesis
DIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA MANGO
Diplomski rad
2021. urn:nbn:hr:145:533889
Ćosić, Barbara
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Ćosić, B. (2021). DIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA MANGO : 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:145:533889

Ćosić, Barbara. "DIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA MANGO : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:533889

Ćosić, Barbara. "DIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA MANGO : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:533889

Ćosić, B. (2021). 'DIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA MANGO : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 04 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:533889

Ćosić B. DIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA MANGO : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2025 April 04] Available at: https://urn.nsk.hr/urn:nbn:hr:145:533889

B. Ćosić, "DIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA MANGO : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:533889

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Metadata
TitleDIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA MANGO : Diplomski rad
Title (english)THE DIGITAL PRESENCE OF THE MANGO BUSINESS ENTITY : Graduate paper
AuthorBarbara Ćosić
MentorAntun Biloš (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2021-09-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Digitalna transformacija poslovanja sve je prisutnija u modnoj industriji, a smatra se da je nastup na društvenim mrežama, platformama i aplikacijama učinkovitiji od nastupa putem tradicionalnih kanala. Razlog tomu je što digitalni kanali omogućavaju brendovima aktivnu komunikaciju s kupcima na temelju čega se gradi povjerenje te prikupljanje informacija čime se isporučuju proizvodi u skladu sa potrebama kupaca. Unutar ovog diplomskog rada obrađuje se tematika digitalne prisutnosti... More odabranog poslovnog subjekta. Isprva se čitatelja upoznaje sa značenjem modnog marketinga te njegovom važnosti u postizanju uspješnog poslovanja brenda. Nadalje se prelazi na digitalizaciju koja znatno utječe na modni svijet i svakodnevno mu plasira novitete kroz razna tehnološka rješenja. Zatim fokus rada prelazi na fast-fashion brend Mango. Detaljno se analiziraju sve sastavnice koje ovaj modni brend čine vidljivim u digitalnom okruženju, a to su elektronička trgovina, službeni YouTube kanal, službeni profili na društvenim mrežama Instagram, Facebook, Twitter, Pinterest i LinkedIn, platforma Spotify te besplatna mobilna aplikacija za Android i iOs operativne sustave. Osim toga, rad uključuje kritički osvrt na uočene specifičnosti i aktivnosti koje Mango provodi putem odabranih digitalnih komunikacijskih kanala. Provedeno je i primarno istraživanje uz pomoć internetske ankete, a u radu je detaljno provedena analiza prikupljenih rezultata. Svrha istraživanja je dobiti uvid u stavove ispitanika o modnom brendu Mango kao i o njegovom nastupu na društvenim mrežama Facebook i Instagram. Less
Abstract (english)
The digital transformation of businesses is increasingly present in the fashion industry, and it is believed that appearing on social networks, platforms, and applications is more effective than appearing through traditional channels. The reason for this is that digital channels enable brands to actively communicate with customers, based on which trust is built and information is collected, which delivers products following customer needs. Within this graduate paper, the topic of... More the digital presence of the selected business entity is addressed. At first, the reader is introduced to the importance of fashion marketing and its importance in achieving the successful business of the brand. Furthermore, it is moving to digitalization, which significantly affects the fashion world and places novelties on it every day through various technological solutions. Then the focus is on the fast-fashion brand Mango. All components that make this fashion brand visible in the digital environment are analyzed in detail, namely e-commerce, official YouTube channel, official profiles on social networks Instagram, Facebook, Twitter, Pinterest and LinkedIn, Spotify platform, and free mobile application for Android and iOS operating systems. In addition, the paper includes a critical review of the observed specifics and activities that Mango carries out through selected digital communication channels. The primary research was conducted using an online survey, and a detailed analysis of the collected results was conducted in the paper. The purpose of the research is to get an insight into the attitudes of the respondents about the fashion brand Mango as well as about its appearance on the social networks Facebook and Instagram. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:533889
Study programmeTitle: Marketing
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 on2022-04-22 08:13:12
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