prikaz prve stranice dokumenta Marketing za generaciju milenijaca u multimedijalnom okruženju
No public access
master's thesis
Marketing za generaciju milenijaca u multimedijalnom okruženju
Zagreb: University of Zagreb, The Faculty of Political Science, 2019. urn:nbn:hr:114:428695
Crvenković, Kristina
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

Cite this document

Crvenković, K. (2019). Marketing za generaciju milenijaca u multimedijalnom okruženju (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:428695

Crvenković, Kristina. "Marketing za generaciju milenijaca u multimedijalnom okruženju." Master's thesis, University of Zagreb, The Faculty of Political Science, 2019. https://urn.nsk.hr/urn:nbn:hr:114:428695

Crvenković, Kristina. "Marketing za generaciju milenijaca u multimedijalnom okruženju." Master's thesis, University of Zagreb, The Faculty of Political Science, 2019. https://urn.nsk.hr/urn:nbn:hr:114:428695

Crvenković, K. (2019). 'Marketing za generaciju milenijaca u multimedijalnom okruženju', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 06 November 2024, https://urn.nsk.hr/urn:nbn:hr:114:428695

Crvenković K. Marketing za generaciju milenijaca u multimedijalnom okruženju [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2019 [cited 2024 November 06] Available at: https://urn.nsk.hr/urn:nbn:hr:114:428695

K. Crvenković, "Marketing za generaciju milenijaca u multimedijalnom okruženju", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:114:428695

Metadata
TitleMarketing za generaciju milenijaca u multimedijalnom okruženju
Title (english)Marketing for Millennials in a Multimedia Enviroment
AuthorKristina Crvenković
MentorAntonija Čuvalo (mentor)
Committee memberAntonija Čuvalo (predsjednik povjerenstva)
Committee memberSmiljana Leinert-Novosel (član povjerenstva)
Committee memberDina Vozab (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2019-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
SAŽETAK Društvene mreže postale su neizostavan dio svakodnevnog života, a doba kada je oglašavanje bilo svedeno samo na tradicionalne medije je prošlost. Marketinške poruke okružuju nas svakodnevno kroz različite tradicionalne i moderne kanale. Ne postoji medij masovne komunikacije u kojem možemo pobjeći od njih. Cilj ovog rada je saznati na koji način se pripadnici hrvatske generacije milenijaca najčešće informiraju o proizvodima i uslugama. Opravdavaju li svoj nadimak net generacije ili pak tradicionalni mediji još uvijek imaju važnu ulogu u informiranja o proizvodima i uslugama. Za potrebe ovog rada koristit ću i objasniti termine generacije milenijaca, multimedijskog okoliša (media enviroment), kako korisnici koriste to okruženje i kako se ono primijenjuje na marketing, iz perspektive komunikacijske teorije upotrebe medija radi zadovoljenja potreba (Uses and Gratification Theory). Rezultati su pokazali kako milenijci zaista opravdavaju svoj nadimak „net generacije“ - zbog toga što najviše koriste online medije, a proizvode i usluge najčešće zamjećuju na društvenim mrežama brendova i u objavama influencera.
Abstract (english)
ABSTRACT Social media has become a large part of everyday life. The time when advertising was focused only on traditional media has become a thing of the past. Marketing messages are unavoidable, surrounding us everyday through various traditional and modern channels of communication. There is no form of mass media that marketers aren't using to target us, making marketing messgaes impossible to avoid. The objective of this thesis is to determine how members of the croatian generation Y inform themselves about products and services. Do they justify the "net generation“ label or does traditional media still play an important part as a source of information regarding products and services. Throughout, I will explain terms of millennial generation, multimedia environment and how it is used in marketing, from the perspective of The Uses and Gratification Theory. Results have shown millennials are truly a "net generation" due to their level of online media usage and most often noticing products and services through social media and influencers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:428695
Study programmeTitle: Journalism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
Type of resourceText
File originBorn digital
Access conditionsClosed access
Terms of useLicence In copyright icon
Created on2019-10-29 12:58:27