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master's thesis
UTJECAJ SADRŽAJA NA UKLJUČENOST POTROŠAČA
Diplomski rad
Split: University of Split, Faculty of economics Split, 2017. urn:nbn:hr:124:208352
Radan, Bruno
University of Split
Faculty of economics Split

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Radan, B. (2017). UTJECAJ SADRŽAJA NA UKLJUČENOST POTROŠAČA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:208352

Radan, Bruno. "UTJECAJ SADRŽAJA NA UKLJUČENOST POTROŠAČA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:208352

Radan, Bruno. "UTJECAJ SADRŽAJA NA UKLJUČENOST POTROŠAČA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:208352

Radan, B. (2017). 'UTJECAJ SADRŽAJA NA UKLJUČENOST POTROŠAČA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 30 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:208352

Radan B. UTJECAJ SADRŽAJA NA UKLJUČENOST POTROŠAČA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2017 [cited 2024 December 30] Available at: https://urn.nsk.hr/urn:nbn:hr:124:208352

B. Radan, "UTJECAJ SADRŽAJA NA UKLJUČENOST POTROŠAČA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:124:208352

Metadata
TitleUTJECAJ SADRŽAJA NA UKLJUČENOST POTROŠAČA : Diplomski rad
AuthorBruno Radan
MentorGoran Dedić (mentor)
MBZ: 274212
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2017-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U posljednje vrijeme sve veća važnost pridaje se pojmu uključenosti potrošača. Brojna istraživanja prikazuju prednosti koje poduzeće ostvaruje ukoliko ima uključene potrošače stoga se poduzećima kao cilj nameće poticanje uključenosti potrošača. U literaturi se ne može postići konsenzus oko definicije pojma uključenost te se u ovom radu daje pregled najvažnijih radova iz tog područja. Cilj ovog istraživanja je utvrditi kakav sadržaj iz perspektive korištenog apela najbolje utječe na poticanje uključenosti potrošača. Istraživanje je provedeno na uzorku od 183 studenta Ekonomskog fakulteta u Splitu. Rezultati pokazuju značajnu statističku povezanost između korištenog apela i reakcije ispitanika na njega.
Abstract (english)
Lately customer engagement has been receiving increased attention. Many academic researches are showing the benefits of engaged customers which leads to invoking customer engagement as main goal for companies. Academics can't reach an agreement on the definition of engagement. The most important papers regarding this topic are presented in this study. The aim of this study is to determine what kind of appeal regarding content has the best influence in provoking customer engagement. The survey was conducted on a sample of 183 participants, all of them being students of the Faculty of Economics in Split. The results show a significant relationship between the used appeal and the reaction of participants.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:208352
Study programmeTitle: Business Studies
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 on2018-03-15 12:21:41