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master's thesis
Izgradnja digitalne prisutnosti poslovnog subjekta
Diplomski rad
2024. urn:nbn:hr:145:577366
Kovač, Robert
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Kovač, R. (2024). Izgradnja digitalne prisutnosti poslovnog subjekta : 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:145:577366

Kovač, Robert. "Izgradnja digitalne prisutnosti poslovnog subjekta : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:577366

Kovač, Robert. "Izgradnja digitalne prisutnosti poslovnog subjekta : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:577366

Kovač, R. (2024). 'Izgradnja digitalne prisutnosti poslovnog subjekta : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 19 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:577366

Kovač R. Izgradnja digitalne prisutnosti poslovnog subjekta : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2025 March 19] Available at: https://urn.nsk.hr/urn:nbn:hr:145:577366

R. Kovač, "Izgradnja digitalne prisutnosti poslovnog subjekta : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:145:577366

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Metadata
TitleIzgradnja digitalne prisutnosti poslovnog subjekta : Diplomski rad
Title (english)Building an Online Presence for a Business : Graduate paper
AuthorRobert Kovač
MentorAntun Biloš (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberMarija Ham (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2024-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Izgradnja digitalne prisutnosti poslovnog subjekta obuhvaća strateško korištenje digitalnih kanala i alata za povećanje vidljivosti, interakcije s korisnicima te stvaranje prepoznatljivog brenda u internetskom okruženju. Ovaj proces uključuje optimizaciju web-sjedišta, prisutnost na društvenim mrežama, korištenje digitalnog marketinga te analiziranje korisničkog ponašanja kako bi se postigao održiv rast i konkurentnost na digitalnom tržištu. Također, u ovom radu detaljno se proučava izgradnja... More digitalne prisutnosti Ventidue Pizza & Bara, prve napolitanske pizzerije u gradu Osijeku, s naglaskom na primjenu digitalnih alata u svrhu jačanja brenda i privlačenja korisnika. Analiza je obuhvatila različite aspekte digitalne prisutnosti, a ista uključuje: web-sjedište, prisutnost na društvenim mrežama poput Instagrama, TikToka, Facebooka i YouTubea. Uz to, istaknuta je važnost recenzija korisnika na platformama Google My Business i TripAdvisor koje su presudne za uspješno razvijanje odnosa s potrošačima, a ponajprije inozemnim potrošačima koji traže preporuku za odabir autentičnih i kvalitetnih mjesta za posjet. Kratki videozapisi identificirani su kao ključan faktor angažmana korisnika. Ovi formati omogućuju brendovima da na kreativan i interaktivan način predstave svoju ponudu, što je posebno važno za industriju ugostiteljstva gdje vizualni prikaz hrane i ambijenta igra ključnu ulogu u privlačenju potencijalnih gostiju. Istaknuto je da postoje mogućnosti za daljnje unaprjeđenje plaćenih kampanja, osobito na platformama poput Meta i Google Adsa. Iako su organski sadržaji i do sada imali značajan uspjeh, daljnja optimizacija plaćenih kampanja na platformama za oglašavanje mogla bi rezultirati većom stopom konverzije te poboljšanjem povrata na ulaganje što je pomnom analizom i istraživanjem potvrđeno u empirijskom dijelu ovog rada. Less
Abstract (english)
The development of a business entity’s digital presence encompasses the strategic use of digital channels and tools to increase visibility, engage with customers, and create a recognizable brand in the online environment. This process involves optimizing the website, maintaining a presence on social media, utilizing digital marketing, and analyzing user behavior to achieve sustainable growth and competitiveness in the digital marketplace. Additionally, this paper examines the development of... More the digital presence of Ventidue Pizza & Bar, the first Neapolitan pizzeria in the city of Osijek, with a focus on applying digital tools to strengthen the brand and attract customers. The analysis covers various aspects of digital presence, including the website and social media presence on platforms such as Instagram, TikTok, Facebook, and YouTube. Moreover, the importance of user reviews on platforms like Google My Business and TripAdvisor is highlighted as crucial for developing successful relationships with customers, particularly international customers who seek recommendations for authentic and quality places to visit. Short video clips were identified as a key factor in user engagement. These formats allow brands to creatively and interactively showcase their offerings, which is important in the hospitality industry, where the visual representation of food and ambiance plays a key role in attracting potential guests. It was noted that there are opportunities for further improvement of paid campaigns, especially on platforms like Meta and Google Ads. Although organic content has been successful thus far, further optimization of paid campaigns on advertising platforms could result in a higher conversion rate and improved return on investment, which was confirmed through thorough analysis and research in the empirical part of this paper. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:577366
Study programmeTitle: Entrepreneurship
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2025-01-27 15:48:28
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