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master's thesis
MARKETINŠKE PERSPEKTIVE E-TRGOVINE
Diplomski rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2022. urn:nbn:hr:145:208874
Kordić, Marina
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Institutional repository: EFOS REPOSITORY

Cite this document

Kordić, M. (2022). MARKETINŠKE PERSPEKTIVE E-TRGOVINE : 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:145:208874

Kordić, Marina. "MARKETINŠKE PERSPEKTIVE E-TRGOVINE : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:208874

Kordić, Marina. "MARKETINŠKE PERSPEKTIVE E-TRGOVINE : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:208874

Kordić, M. (2022). 'MARKETINŠKE PERSPEKTIVE E-TRGOVINE : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 22 July 2024, https://urn.nsk.hr/urn:nbn:hr:145:208874

Kordić M. MARKETINŠKE PERSPEKTIVE E-TRGOVINE : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 July 22] Available at: https://urn.nsk.hr/urn:nbn:hr:145:208874

M. Kordić, "MARKETINŠKE PERSPEKTIVE E-TRGOVINE : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:208874

Metadata
TitleMARKETINŠKE PERSPEKTIVE E-TRGOVINE : Diplomski rad
Title (english)MARKETING PERSPECTIVES OF E-COMMERCE : Graduate paper
AuthorMarina Kordić
MentorAntun Biloš (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberAna Pap Vorkapić (član povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2022-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Uzimajući u obzir rastuću popularnost e-trgovine, te mogućnosti digitalnih marketinških kanala, ovaj rad fokusira se na potencijal marketinških aktivnosti u funkciji ostvarivanja poslovnih ciljeva e-trgovine. Točnije, tema obuhvaća različite oblike digitalnih marketinških aktivnosti vezanih uz e-trgovinu. Zbog sve bržeg razvoja tehnologije dolazi i do povećanja broja društvenih mreža i digitalnih kanala, pa samim time i mogućnosti koje one donose poduzećima, ali i potrošačima. U nastavku rada se detaljnije pojašnjava koje su sve prednosti takvih kanala te kako ih poduzeća mogu iskoristiti za poboljšanje vlastitog poslovanja, ali i pomoći kupcima tako što će im osigurati jedinstveno korisničko iskustvo. Samim time, rad obuhvaća analizu procesa marketinške komunikacije kroz određivanje digitalnih komunikacijskih kanala, te oblikovanja poruka i sadržaja usmjerenih potrošačima. Pojašnjava se oblikovanje kvalitetnog sadržaja na web-sjedištu, te kako osigurati što veći promet kroz optimizaciju web-sjedišta za tražilice. Nadalje, u radu se pojašnjavaju marketinške aktivnosti na društvenim mrežama kao što su Facebook i Instagram, video oglašavanje na najpoznatijoj video platformi YouTube, mobilni marketing, te marketing putem e-pošte. Govori se i o mjerenju i analizi marketinških učinaka kroz alate i metrike internetskog oglašavanja. U konačnici, rad obuhvaća i primarno istraživanje kroz internetsku anketu, a koje ima za cilj utvrditi utjecaj društvenih mreža na internetsku kupovinu.
Abstract (english)
Considering the growing popularity of e-commerce, and the possibilities of digital marketing channels, this paper focuses on the potential of marketing activities in the function of achieving the business goals of e-commerce. Specifically, the topic covers forms of digital marketing activities related to e-commerce. Due to the faster development of technology, there is an increase in the number of social networks and digital channels, and thus the opportunities they bring to businesses and consumers. In this paper, the advantages of such channels and how companies can use them to improve their business and provide a unique user experience, are explained in detail. Therefore, the paper includes the analysis of the marketing communication process by defining digital communication channels and the appropriate type of messages and content aimed at consumers. It is explained how to design high-quality content for the website and attract as much organic traffic as possible through search engine optimization. Furthermore, marketing activities on social networks, such as Facebook and Instagram, are clarified as well. The paper also explains video advertising on YouTube, mobile and e-mail marketing. Measuring marketing performance through online advertising tools and metrics are also discussed. Finally, the paper includes primary research with the goal of determining the impact of social networks on online shopping.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:208874
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 on2023-05-18 10:18:07