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master's thesis
Upotreba društvenih mreža u istraživanju marketinga
Pula: University of Pula, 2016. urn:nbn:hr:137:796242
Banko, Ines
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

Institutional repository: Digital Repository Juraj Dobrila University of Pula

Cite this document

Banko, I. (2016). Upotreba društvenih mreža u istraživanju marketinga (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:796242

Banko, Ines. "Upotreba društvenih mreža u istraživanju marketinga." Master's thesis, University of Pula, 2016. https://urn.nsk.hr/urn:nbn:hr:137:796242

Banko, Ines. "Upotreba društvenih mreža u istraživanju marketinga." Master's thesis, University of Pula, 2016. https://urn.nsk.hr/urn:nbn:hr:137:796242

Banko, I. (2016). 'Upotreba društvenih mreža u istraživanju marketinga', Master's thesis, University of Pula, accessed 26 November 2024, https://urn.nsk.hr/urn:nbn:hr:137:796242

Banko I. Upotreba društvenih mreža u istraživanju marketinga [Master's thesis]. Pula: University of Pula; 2016 [cited 2024 November 26] Available at: https://urn.nsk.hr/urn:nbn:hr:137:796242

I. Banko, "Upotreba društvenih mreža u istraživanju marketinga", Master's thesis, University of Pula, Pula, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:137:796242

Metadata
TitleUpotreba društvenih mreža u istraživanju marketinga
Title (english)The use of social media in marketing research
AuthorInes Banko
MentorDragan Benazić (mentor)
Committee memberDražen Alerić (predsjednik povjerenstva)
Committee memberDragan Benazić (član povjerenstva)
Committee memberErik Ružić (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2016-04-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ekspanzija društvenih mreža kao što su LinkedIn, Facebook, Google+, Twitter i YouTube rezultirala je činjenicom da su društvene mreže u današnjoj kulturi postale nezaobilazan dio svakodnevice. Novi korisnici pridružuju se društvenim mrežama zbog posla, oglašavanja, dijeljenja informacija, zabave ili druženja. Marketinška industrija uvidjela je u njima plodno tlo, te su se počeli razvijati različiti načini istraživanja tržišta putem društvenih mreža, zbog nižih troškova i velikog broja korisnika na jednom mjestu. Društveni mediji velik su izazov u komunikacijama i u svojim brojnim oblicima prihvaćeni su u široj populaciji. Vrlo su fleksibilni i prilagodljivi, a korisnici imaju mogućnost aktivnoga sudjelovanja u njihovome stvaranju i oblikovanju te tako predstavljaju živi javni forum. U skladu s time, stručnjaci za marketing i istraživači moraju razumjeti i prilagoditi se ovom fenomenu. Mnogi marketing stručnjaci te dizajneri koji podržavaju i rade na pojedinoj marci, prihvatili su društvene mreže kao dio razvoja odnosa s potrošačima. Slično tome, mnogi istraživači prepoznali su sadržaj stvoren od strane korisnika na društvenim mrežama kao ključni faktor prilikom kreiranja novih oblika istraživanja marketinga. Tako je nastala posebna skupina ispitivača koji se bave isključivo istraživanjem društvenih mreža. S tim u skladu, mnoge tradicionalne metode istraživanja bile su prilagođene, ali i brojne nove metode su stvorene.
Abstract (english)
The expansion of the social media, such as LinkedIn, Facebook, Google+, Twitter and YouTube, resulted as a fact that social media in today's culture has become an indispensable part of everyday`s life. New users join social media because of their job, for advertaising, sharing informations, fun or socializing. The marketing industry recognize this posibility, and began to develop different ways of marketing research via social networks, due to lower costs and a large number of users in one place. As a great challenge in communications, social media are widely accepted among the general population. Being very flexible and adaptable, they offer an opportunity of active participation to users, thus representing a public forum. Accordingly, marketing experts and researchers should understand and adjust to this phenomenon. Many marketing experts and designers who support and work on a particular brand, accepted the social networks as part of the development of relations with consumers. Similarly, many researchers have recognized the content created by users on social networks as a key factor in creating new forms of marketing research. This gave rise to a special group of examiners who are engaged only in exploration of social networks. Accordingly, many traditional research methods were adjusted, and a number of new methods have been created.
Keywords
Languagecroatian
URN:NBNurn:nbn:hr:137:796242
Study programmeTitle: Business Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Course: Management and Entrepreneurship
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2016-07-18 10:35:24