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master's thesis
Perspektiva krajnjih potrošača o aktivnostima e-mail marketinga te percipiranim promjenama uslijed pandemije Covid-19
Zagreb: University of Zagreb, Faculty of Economics and Business, 2023. urn:nbn:hr:148:284039
Ljuban, Leonarda
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Ljuban, L. (2023). Perspektiva krajnjih potrošača o aktivnostima e-mail marketinga te percipiranim promjenama uslijed pandemije Covid-19 (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:284039

Ljuban, Leonarda. "Perspektiva krajnjih potrošača o aktivnostima e-mail marketinga te percipiranim promjenama uslijed pandemije Covid-19." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:284039

Ljuban, Leonarda. "Perspektiva krajnjih potrošača o aktivnostima e-mail marketinga te percipiranim promjenama uslijed pandemije Covid-19." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:284039

Ljuban, L. (2023). 'Perspektiva krajnjih potrošača o aktivnostima e-mail marketinga te percipiranim promjenama uslijed pandemije Covid-19', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:284039

Ljuban L. Perspektiva krajnjih potrošača o aktivnostima e-mail marketinga te percipiranim promjenama uslijed pandemije Covid-19 [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2023 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:148:284039

L. Ljuban, "Perspektiva krajnjih potrošača o aktivnostima e-mail marketinga te percipiranim promjenama uslijed pandemije Covid-19", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:148:284039

Metadata
TitlePerspektiva krajnjih potrošača o aktivnostima e-mail marketinga te percipiranim promjenama uslijed pandemije Covid-19
Title (english)The perspective of final consumers on e-mail marketing activities and perceived changes due to the Covid-19 pandemic
AuthorLeonarda Ljuban
MentorAntun Bilos (mentor)
Committee memberSandra Horvat (predsjednik povjerenstva)
Committee memberVatroslav Škare (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2023-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Suvremena tehnologija i modernizacija poslovanja mijenja poslovne procese, ali i potrošače te njihove navike. Utjecaj digitalizacije na marketinške aktivnosti je neizbježan i dolazi do velikih pomaka u strategijama poslovanja. Digitalni kanali danas imaju ključnu ulogu kad su u pitanju potrošači, a jedan od značajnijih je i e-mail marketing. Poduzeća su otkrila potencijal e-mail kampanja relativno nedavno te su se ulagali veliki napori i velike količine financijskih izdataka za istraživanje tržišta i organiziranje konkretnih kampanja putem e-mail marketinga kako bi povećale prepoznatljivost brenda i prihode od prodaje. Uslijed pandemije Covid-19 digitalni alati slove kao glavni alati za očuvanje poslovanja. U ovom radu se provelo jednokratno empirijsko istraživanje na temu percepcije internetskih korisnika kao krajnjih potrošača o aktivnostima e-mail marketinga za vrijeme pandemije Covid-19, u kojem je sudjelovalo ukupno 104 ispitanika. Prema provedenom istraživanju vidljive su promjene i posljedice Covid-19 pandemije na e-mail marketing, primjerice u vidu većeg angažmana korisnika i većih očekivanja od e-mail marketinških kampanja poduzeća (personalizacija sadržaja i sl.).
Abstract (english)
Contemporary technology and business modernization changes business processes, but also consumers and their habits. The impact of digitization on marketing activities is inevitable and there are major shifts in business strategies. Digital channels today play a key role when it comes to consumers, and one of the most important is e-mail marketing. Companies have discovered the potential of e-mail campaigns relatively recently, and great efforts and large amounts of financial expenditure have been invested in market research and organizing specific e-mail marketing campaigns to increase brand recognition and sales revenue. Due to the Covid19 pandemic, digital tools are known as the main tools for preserving business activities. In this paper, a one-time empirical research was conducted on the topic of the perception of Internet users as end consumers about e-mail marketing activities during the Covid-19 pandemic with a total of 104 respondents who participated. According to the conducted research, the changes and consequences of the Covid-19 pandemic on e-mail marketing are visible, for example in the form of higher user engagement and greater expectations from email marketing campaigns of companies (personalization of content, etc.).
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:284039
Study programmeTitle: Digital marketing
Study programme type: professional
Study level: specialist graduate
Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2023-10-03 10:32:08