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master's thesis
Učinak mobilnog marketinga na zadovoljstvo potrošača
Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2023. urn:nbn:hr:251:798835
Geić, Marina
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Institutional repository: Repository of the Academy of Arts and Culture in Osijek

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Geić, M. (2023). Učinak mobilnog marketinga na zadovoljstvo potrošača (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:798835

Geić, Marina. "Učinak mobilnog marketinga na zadovoljstvo potrošača." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:251:798835

Geić, Marina. "Učinak mobilnog marketinga na zadovoljstvo potrošača." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:251:798835

Geić, M. (2023). 'Učinak mobilnog marketinga na zadovoljstvo potrošača', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 25 June 2024, https://urn.nsk.hr/urn:nbn:hr:251:798835

Geić M. Učinak mobilnog marketinga na zadovoljstvo potrošača [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2023 [cited 2024 June 25] Available at: https://urn.nsk.hr/urn:nbn:hr:251:798835

M. Geić, "Učinak mobilnog marketinga na zadovoljstvo potrošača", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:251:798835

Metadata
TitleUčinak mobilnog marketinga na zadovoljstvo potrošača
Title (english)The effect of mobile marketing on consumer satisfaction
AuthorMarina Geić
MentorMarta Borić Cvenić (mentor)
MentorSnježana Barić-Šelmić (komentor)
Committee memberMarta Borić Cvenić (predsjednik povjerenstva)
Committee memberMarija Šain (član povjerenstva)
Committee memberMarija Tolušić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2023-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
U diplomskom radu "Učinak mobilnog marketinga na zadovoljstvo potrošača" detaljno se istražuje povijest marketinga, problematika masovnog društva, promjene u komunikacijskoj paradigmi i uloga istraživanja tržišta u marketinškoj strategiji. Nadalje, analiziraju se novi mediji i dolazak digitalnog doba te ulazak mobilnog marketinga na scenu. Proučava se uloga mobilnih platformi, ciljano oglašavanje, društvene mreže i aplikacije u mobilnom marketingu. Također, istražuje se analiza i mjerenje podataka, ključni pokazatelji uspješnosti mobilnih marketinških kampanja te korisničko ponašanje na mobilnim uređajima. Poseban se fokus stavlja na budućnost mobilnog marketinga i nove tehnologije poput Web 3.0, proširene stvarnosti, virtualne stvarnosti , umjetne inteligencije i strojnog učenja te njihov utjecaj na zadovoljstvo potrošača. Kroz metodološki dio, primjenjuju se istraživačke metode poput intervjua i ankete kako bi se ispitali učinci mobilnog marketinga na zadovoljstvo potrošača. Na temelju rezultata istraživanja, analiziraju se prednosti i mane novih tehnologija te se provjeravaju postavljene hipoteze. Ovaj rad ima za cilj pružiti dublje razumijevanje važnosti mobilnog marketinga za postizanje visokog zadovoljstva potrošača i pružiti smjernice za daljnji razvoj i primjenu mobilnog marketinga u suvremenom poslovnom svijetu.
Abstract (english)
The master's thesis "The Impact of Mobile Marketing on Consumer Satisfaction" extensively explores the history of marketing, the challenges of mass society, changes in communication paradigms, and the role of market research in marketing strategy. Furthermore, it analyses new media and the advent of the digital age, as well as the emergence of mobile marketing. The study examines the role of mobile platforms, targeted advertising, social media, and applications in mobile marketing. It also investigates data analysis and measurement, key performance indicators of mobile marketing campaigns, and user behaviour on mobile devices. Special focus is placed on the future of mobile marketing and new technologies such as Web 3.0, augmented reality, virtual reality, artificial intelligence, and machine learning, and their impact on consumer satisfaction. The research methodology employs techniques such as interviews and surveys to examine the effects of mobile marketing on consumer satisfaction. Based on the research findings, the advantages and disadvantages of new technologies are analysed, and the validity of the hypotheses is tested. This thesis aims to provide a deeper understanding of the significance of mobile marketing in achieving high consumer satisfaction and offer guidelines for further development and implementation of mobile marketing in the contemporary business world.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:798835
Study programmeTitle: MA in Management in Culture and Creative Industries (double major)
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra menadžmenta u kulturi i kreativnim industrijama (magistar/magistra menadžmenta u kulturi i kreativnim industrijama)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-11-17 11:59:48