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graduate thesis
Uloga društvenih medija u bankarskom sektoru
Zagreb: University of Zagreb, Faculty of Economics and Business, 2024. urn:nbn:hr:148:144026
Gašparović, Klara
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Gašparović, K. (2024). Uloga društvenih medija u bankarskom sektoru (Graduate thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:144026

Gašparović, Klara. "Uloga društvenih medija u bankarskom sektoru." Graduate thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:144026

Gašparović, Klara. "Uloga društvenih medija u bankarskom sektoru." Graduate thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:144026

Gašparović, K. (2024). 'Uloga društvenih medija u bankarskom sektoru', Graduate thesis, University of Zagreb, Faculty of Economics and Business, accessed 25 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:144026

Gašparović K. Uloga društvenih medija u bankarskom sektoru [Graduate thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2024 [cited 2024 December 25] Available at: https://urn.nsk.hr/urn:nbn:hr:148:144026

K. Gašparović, "Uloga društvenih medija u bankarskom sektoru", Graduate thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:148:144026

Metadata
TitleUloga društvenih medija u bankarskom sektoru
Title (english)The role of social media in the banking sector
AuthorKlara Gašparović
MentorDalia Suša Vugec (mentor)
Committee memberLjubica Milanović Glavan (član povjerenstva)
Committee memberAna-Marija Stjepić (član povjerenstva)
Committee memberDalia Suša Vugec (predsjednik povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2024-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Diplomski rad istražuje utjecaj društvenih medija na bankarski sektor, analizirajući kako ove platforme oblikuju komunikaciju i poslovne strategije banaka. Rad detaljno razmatra ključne aspekte društvenih medija, uključujući njihovu sposobnost da povezuju ljude, šire informacije i omogućavaju dvosmjernu komunikaciju. Ističe se kako društveni mediji pomažu bankama u izgradnji online slike i povjerenja, ali i rizike poput sigurnosnih prijetnji i negativnih komentara. Osim toga, rad proučava digitalnu transformaciju bankarskog sektora, naglašavajući povijesne promjene od tradicionalnog bankarstva do modernih digitalnih usluga. Razmatra se kako digitalno bankarstvo smanjuje troškove i povećava operativnu učinkovitost, dok fizičke poslovnice i dalje igraju značajnu ulogu u stvaranju povjerenja. Analizirajući prisutnost banaka na društvenim mrežama, rad uspoređuje strategije i uspješnost različitih banaka, proučava se kako su te banke uspješne u različitim regijama te se identificiraju varijacije u angažmanu i performansama. Na temelju rezultata istraživanja, rad ističe mogućnosti za dodatno unapređenje korištenja društvenih mreža u bankarskom sektoru u Hrvatskoj.
Abstract (english)
The thesis examines the impact of social media on the banking sector, analyzing how these platforms shape communication and business strategies for banks. It thoroughly explores key aspects of social media, including its ability to connect people, disseminate information, and facilitate two-way communication. The study highlights how social media helps banks build their online image and trust, while also addressing risks such as security threats and negative comments. Additionally, the thesis investigates the digital transformation of the banking sector, emphasizing the historical evolution from traditional banking to modern digital services. It considers how digital banking reduces costs and increases operational efficiency, while physical branches continue to play a significant role in building trust. By analyzing banks' presence on social media, the thesis compares strategies and performance among different banks, examines their success in various regions, and identifies variations in engagement and performance. Based on the research findings, the thesis highlights opportunities for further enhancement of social media use within the banking sector in Croatia
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:144026
Study programmeTitle: /
Study programme type: professional
Study level: graduate
Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/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 on2024-10-01 08:57:57