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master's thesis
Utjecaj društvenih mreža na izgradnju brenda
Diplomski rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2020. urn:nbn:hr:145:214870
Kurtović, Matea
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Institutional repository: EFOS REPOSITORY

Cite this document

Kurtović, M. (2020). Utjecaj društvenih mreža na izgradnju brenda : 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:145:214870

Kurtović, Matea. "Utjecaj društvenih mreža na izgradnju brenda : 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:145:214870

Kurtović, Matea. "Utjecaj društvenih mreža na izgradnju brenda : 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:145:214870

Kurtović, M. (2020). 'Utjecaj društvenih mreža na izgradnju brenda : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 03 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:214870

Kurtović M. Utjecaj društvenih mreža na izgradnju brenda : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2024 November 03] Available at: https://urn.nsk.hr/urn:nbn:hr:145:214870

M. Kurtović, "Utjecaj društvenih mreža na izgradnju brenda : 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:145:214870

Metadata
TitleUtjecaj društvenih mreža na izgradnju brenda : Diplomski rad
Title (english)The impact of social media on brand growth : Graduate paper
AuthorMatea Kurtović
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
(Chair of Marketing)
Osijek
Defense date and country2020-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Društvene mreže postale su dio svakodnevice skoro više od polovice svjetske populacije. Čak 3.8 milijardi ljudi aktivno se koristi nekim oblikom online društvenih mreža. Osim izvora informacija, razonode, umrežavanja i sl., društvene mreže zadnjih su desetak godina preoblikovale percepciju kako potrošača, tako i poduzeća. Mnoga poduzeća svoje su poslovanje apsolutno prebacili online ili su svoj marketinški nastup na offline tržištu poduprli online verzijom poslovanja uz pomoć društvenih mreža. S obzirom na sve zahtjevnija očekivanja potrošača, poduzeća se moraju prilagoditi njihovim potrebama te biti na raspolaganju 24/7. Potrošač danas očekuje visoku dodanu vrijednost na proizvod koji kupuje ili brend kojem je lojalan jer mu je na raspolaganju čitav spektar istih i sličnih proizvoda/usluga koje može pronaći online, kod konkurencije, u samo par klikova. Od poduzeća se očekuje ažurnost, kreativnost, izvanredan omjer cijene i kvalitete, pristupačnost, empatija prema potrošačevim zahtjevima, prijedlozima, kritikama... Ako potrošač nije zadovoljan online iskustvom, proširiti će ga putem svojih društvenih mreža, recenzija, proširiti će ga svojim prijateljima i poznanicima i ostalim online korisnicima društvenih mreža, a negativno iskustvo vrlo lako i brzo postaje viralno tako da se može proširiti na milione ljudi, što može imati za posljedicu drastično loš utjecaj na imidž brenda. Online nezadovoljsto može biti prouzrokovano neadekvatnim pristupom potrošaču: zanemarivanjem, ignoriranjem, nemarom... Jednako tako, i pozitivna priča se može “daleko čuti”. Iz tog je razloga nužno kreiranje strategije nastupa na društvenim mrežama te razumijevanje važnosti upravljanja društvenim mrežama.
Abstract (english)
Social media became part of everyday life for almost half of the world population. 3,8 billion people actively use some kind of online social media. Except for being a source of information, pastime, linking, etc., in the last ten years social media reshaped the perception of consumer as well as businesses. Many businesses completely shifted their management online or they supported their marketing appearance online with the help of social media. Considering more demanding expectations of consumers than ever, businesses have to be able to adapt to their needs and be available to them 24/7. Nowadays, a consumer expects high added value on a product that he is buying or brand that he is loyal to because he has an opportunity to choose between a whole lot of same or similar products/services that he can find online at a competing brand with only a few clicks. It is expected for businesses to be creative, accessible, up to date, to have great price-quality ratio, to listen to consumer's needs, suggestions and critics... If a consumer is not satisfied with online experience, he will spread it across his social media platforms, reviews, his friends, acquaintances and other social media users. Negative experience can easily and quickly become viral so it can spread across millions of users which could have a very bad impact on brand image. Online dissatisfaction can be caused by inadequate consumer approach: negligence, ignoring... A positive story can be heard just as much. For this reason it is necessary to create an online appearance strategy and to understand the importance of social media management.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:214870
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-01-19 13:34:28