Title Društvene mreže i njihov utjecaj na donošenje odluke o kupnji
Title (english) Social media and their influence on consumer buying decisions
Author Tea Šmerek
Mentor Tanja Kesić (mentor)
Committee member Goran Kozina (predsjednik povjerenstva)
Committee member Anica Hunjet (član povjerenstva)
Committee member Tanja Kesić (član povjerenstva)
Granter University North (University centre Varaždin) (Department of Business Economics) Koprivnica
Defense date and country 2017-03-30, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract Suvremeni je kupac danas u modernom svijetu izložen velikom broju informacija. Informacije o željenim proizvodima, uslugama dostupne su u svega par klikova putem interneta. Veličina tržišta putem interneta, koje se svakodnevno širi, tako je mjesto interakcije sve više proizvođača sa njihovim kupcima, ali i kupcima međusobno. Nastankom društvenih mreža, koje su prvenstveno povezivale ljude s udaljenijih krajeva svijeta, nastala je i velika virtualna zajednica koja svakim danom broji sve više novih članova. Unutar te zajednice njeni članovi razmjenjuju međusobna iskustva i dijele informacije.
Svako se ozbiljnije poduzeće danas fokusira na plasiranje i oglašavanje svojih proizvoda i usluga putem interneta jer je vrlo velika vjerojatnost da će ih tako zamijetiti veći broj korisnika. Zbog ubrzanog načina života, ljudi nemaju vremena za TV, časopise i slično, već glavnim ciljem izvora informacija postaje upravo internet. Na društvenim se mrežama mogu naći reklame proizvoda i usluga koje su prilagođene korisniku, ali i one koje su korisniku vidljive uslijed povezanosti sa drugim korisnicima putem društvenih mreža. Time se multiplicira mreža korisnika kojima je dostupna informacija ili vidljiva reklama nekog proizvoda ili usluge.
Kvaliteta oglašavanja, te sposobnost zadržavanja i privlačenja novih kupaca, najvažnija su zadaća marketing stručnjaka današnjice. Njihov cilj tako mora biti da se kupac, uslijed svih prikupljenih informacija, pregledanih osvrta i komentara, odluči na kupnju nekog proizvoda ili usluge. Utjecaj društvenih mreža na donošenje odluke o kupnji vrlo je velik te će zasigurno rasti u budućnosti.
Abstract (english) Nowadays, in this modern world, contemporary consumer is exposed to abundance of information. Desired products and service information is only a click away. The extent of the Internet marketing, which expands daily, is thus a place of interaction for growing number of producers and their customers and sole consumers among themselves. The emerging social media, which have primarily fulfilled the function of connecting people from remote places of the world, a huge virtual community has emerged with a growing number of members every day. Within this community its members exchange their mutual experiences and share information.
Today, each serious company focuses on product and services distribution and advertising through the Internet as there is a very high probability that a greater number of consumers shall notice them that way. Due to a fast paced life, people do not have time for watching TV, reading newspapers etc. thus rendering the Internet the main target source of information. When it comes to social media, one can find products advertisements adjusted to consumer via social media. Thus multiplying consumer network for whom there is available information or visible advertisement of some product.
Advertising quality and the possibility of keeping and attracting new consumers is the most important task of today's marketing experts. Thus their target should be customer's purchasing decision for a certain product or service despite all gathered information, checked reviews and comments. Social media influence on purchasing decision is strong and shall definitely increase in the future.
Keywords
kupac
internet
društvene mreže
informacija
odluka o kupnji
Keywords (english)
consumer
Internet
social media
information
purchasing decision
Language croatian
URN:NBN urn:nbn:hr:122:761795
Study programme Title: Business Economics; specializations in: Tourism and International Trade Course: Tourism and International Trade Study programme type: university Study level: graduate Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resource Text
File origin Born digital
Access conditions Open access
Terms of use
Created on 2017-04-18 12:00:44