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undergraduate thesis
Mogućnosti i izazovi viralnog marketinga
Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management, 2021. urn:nbn:hr:191:587200
Brekalo, Ivana
University of Rijeka
Faculty of Tourism and Hospitality Management

Institutional repository: Repository of Faculty of Tourism and Hospitality Management

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Brekalo, I. (2021). Mogućnosti i izazovi viralnog marketinga (Undergraduate thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:587200

Brekalo, Ivana. "Mogućnosti i izazovi viralnog marketinga." Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2021. https://urn.nsk.hr/urn:nbn:hr:191:587200

Brekalo, Ivana. "Mogućnosti i izazovi viralnog marketinga." Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2021. https://urn.nsk.hr/urn:nbn:hr:191:587200

Brekalo, I. (2021). 'Mogućnosti i izazovi viralnog marketinga', Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:191:587200

Brekalo I. Mogućnosti i izazovi viralnog marketinga [Undergraduate thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2021 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:191:587200

I. Brekalo, "Mogućnosti i izazovi viralnog marketinga", Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:191:587200

Metadata
TitleMogućnosti i izazovi viralnog marketinga
Title (english)Opportunities and Challenges of Viral Marketing
AuthorIvana Brekalo
MentorDina Lončarić (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2021-09-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
Viralni marketing obuhvaća svaki oglas, post ili kampanju koji generiraju dovoljan interes da se široko podijele putem Interneta i potaknu interes za marku, organizaciju ili proizvod. Upravo taj interes često dovodi do priljeva prodaje i kupaca. Pojam viralni ili virusni odnosi se na činjenicu da se sadržaj dijeli elektroničkom usmenom predajom od osobe do osobe, slično kao i način širenja virusa. Svrha ovog rada je stoga definirati teorijski okvir viralnog marketinga te prikazati mogućnosti i izazove njegove primjene u praksi. Kako bi se to postiglo, u ovom radu analizirani su primjeri uspješnog i neuspješnog viralnog marketinga. Kao uspješni viralni marketing istaknuta je kampanja "One Like One Ballon" te kampanja "Ice Bucket Challenge". Obje kampanje postignule su da se poveća dobit i da se poveća prepoznatljivost marke u svijetu. Kao primjer loše prakse viralnog marketinga ističu se dva primjera u kojima su prepoznate rasističke poruke - kampanja "Najcool majmun u džungli" te kampanja "White is coming". Može se zaključiti kako marketinški propusti jednako kao i uspješne marketinške kampanje mogu vrlo lako postati viralne i mogu narušiti ugled poduzeća, zato je posebno važno da se marketinške poruke kreiraju s puno pažnje.
Keywords
Languagecroatian
URN:NBNurn:nbn:hr:191:587200
Study programmeTitle: Business Administration in Tourism and Hospitality Management; moduls: Entrepreneurship in Tourism and Hospitality, Tourism Management, Hospitality Management, International Tourism and Hospitality Management, Event and Leisure Management; specializations in: Entrepreneurship in Tourism and Hospitality, Tourism Management, Hospitality Management, International Tourism and Hospitality Management, Event and Leisure Management, Entrepreneurship in Tourism and Hospitality; Tourism Management; Hospitality Management; International Tourism and Hospitality Management
Course: Hospitality Management
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-07-18 07:13:32