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master's thesis
Uloga digitalnog marketinga u stvaranju potrošačkog ponašanja
Koprivnica: University North, 2023. urn:nbn:hr:122:955660
Blaži, Marija
University North
University centre Varaždin
Department of Business Economics

Institutional repository: University North Digital Repository

Cite this document

Blaži, M. (2023). Uloga digitalnog marketinga u stvaranju potrošačkog ponašanja (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:955660

Blaži, Marija. "Uloga digitalnog marketinga u stvaranju potrošačkog ponašanja." Master's thesis, University North, 2023. https://urn.nsk.hr/urn:nbn:hr:122:955660

Blaži, Marija. "Uloga digitalnog marketinga u stvaranju potrošačkog ponašanja." Master's thesis, University North, 2023. https://urn.nsk.hr/urn:nbn:hr:122:955660

Blaži, M. (2023). 'Uloga digitalnog marketinga u stvaranju potrošačkog ponašanja', Master's thesis, University North, accessed 29 December 2024, https://urn.nsk.hr/urn:nbn:hr:122:955660

Blaži M. Uloga digitalnog marketinga u stvaranju potrošačkog ponašanja [Master's thesis]. Koprivnica: University North; 2023 [cited 2024 December 29] Available at: https://urn.nsk.hr/urn:nbn:hr:122:955660

M. Blaži, "Uloga digitalnog marketinga u stvaranju potrošačkog ponašanja", Master's thesis, University North, Koprivnica, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:122:955660

Metadata
TitleUloga digitalnog marketinga u stvaranju potrošačkog ponašanja
Title (english)The role of digital marketing in creating consumer behavior
AuthorMarija Blaži
MentorDijana Vuković (mentor)
MentorDamira Keček (komentor)
Committee memberDarijo Čerepinko (predsjednik povjerenstva)
Committee memberDijana Vuković (član povjerenstva)
Committee memberIvana Martinčević (član povjerenstva)
Committee memberDamira Keček (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Business Economics)
Koprivnica
Defense date and country2023-07-05, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj diplomski rad istražuje ulogu digitalnog marketinga u stvaranju potrošačkog ponašanja te uspoređuje njegov utjecaj s tradicionalnim marketinškim pristupima. Ispituje kako kombinacija digitalnog i tradicionalnog marketinga može imati veći utjecaj na potrošačko ponašanje i odluke potrošača u odnosu na upotrebu samo jednog pristupa. U današnjem digitalnom dobu, digitalni marketing postaje sve značajniji alat kojim poduzeća mogu doseći i angažirati potrošače. Cilj ovog istraživanja je utvrditi koliko digitalni marketing zaista utječe na potrošačko ponašanje i odluke potrošača u usporedbi s tradicionalnim marketinškim pristupima. Metodologija istraživanja uključuje prikupljanje kvantitativnih podataka putem anketnog upitnika koji je distribuiran među društvenim mrežama. Rezultati istraživanja pružaju uvid u utjecaj digitalnog marketinga na potrošačko ponašanje i odluke potrošača te uspoređuju taj utjecaj s tradicionalnim marketinškim pristupima. Istražuje se kako kombinacija digitalnog i tradicionalnog marketinga može imati veći utjecaj na potrošačko ponašanje i odluke potrošača, nego upotreba samo jednog pristupa. Ovaj rad ima važnost za marketinške stručnjake i poduzeća jer pruža uvid u važnost digitalnog marketinga i njegovu sposobnost utjecanja na potrošačko ponašanje. Također, ističe se važnost kombiniranja digitalnog i tradicionalnog marketinga kako bi se postigao maksimalan učinak na potrošače.
Abstract (english)
This master's thesis explores the role of digital marketing in shaping consumer behavior and compares its impact with traditional marketing approaches. It examines how the combination of digital and traditional marketing can have a greater influence on consumer behavior and decisions compared to the use of only one approach. In today's digital age, digital marketing is becoming an increasingly significant tool for companies to reach and engage consumers. The aim of this research is to determine the actual influence of digital marketing on consumer behavior and decisions in comparison to traditional marketing approaches. The research methodology involves collecting quantitative data through a survey questionnaire distributed on social media platforms. The research results provide insights into the impact of digital marketing on consumer behavior and decisions and compare that impact with traditional marketing approaches. It explores how the combination of digital and traditional marketing can have a greater influence on consumer behavior and decisions than the use of only one approach. This study is significant for marketing professionals and companies as it provides insights into the importance of digital marketing and its ability to influence consumer behavior. Additionally, it highlights the importance of combining digital and traditional marketing to achieve maximum impact on consumers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:955660
Study programmeTitle: 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 resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-07-14 07:36:48