| Abstract | U teorijskom dijelu ovoga rada govori se o digitalnoj komunikaciji koja je postala
neizostavni dio današnjeg društva. Društveno umrežavanje je u potpunosti
promijenilo način komunikacije i povezivanja modernog društva. Trend društvenih
mreža se ukorjenio u sve pore društva, na privatnoj i poslovnoj razini. Poduzeća
koriste društvene mreže kako bi jeftino, brzo i efikasno promovirali proizvode i
usluge, te kako bi u kratkom roku dobili povratne informacije od korisnika.
Ovaj rad objašnjava specifičnost uporabe društvenih mreža, kao marketinškog alata,
u poslovnom svijetu. Umreživanje korisnika rezultiralo je lakšim i bržim prikupljanjem
te dijeljenjem informacija. Povezivanje poduzeća sa korisnicima postao je važan
čimbenik online marketinga jer omogućava personalizaciju odnosa i unaprijeđenje
poslovanja. Sa modernim alatima određivanja ciljne skupine, poduzeća mogu doseći
individualne korisnike sa personaliziranim ponudama.
Predstavljeni su neki od najpoznatijih brendova proteinskih proizvoda, od kojih je
najznačajniji Myprotein brend koji po mišljenju raznih stručnjaka, nutricionista i
sportaša ima najbolji omjer cijene i kvalitete. Neki od njih su Marko Berić (europski
prvak u bodybuildingu), Donat Rupčić (instruktor fitnesa u Zagrebu) i Bojan Stojnić
(mag. nutricionizma). Myprotein proizvodi se mogu pohvaliti mnogobrojnim
nagradama i certifikatima za najbolju kvalitetu proizvoda.
Cilj istraživanja bio je pronaći vezu između online marketinga na društvenim
mrežama i percepcije korisnika o proizvodima i uslugama koje su predmet online
marketinga. Važan element ovog istraživanja je prikupiti podatke koji će biti
pokazatelj promjene ponašanja potrošača pri kupnji proteinskih proizvoda
uzrokovane online marketingom protienskih proizvoda na društvenim mrežama.
Sažimanjem rezultata objašnjena je važnost marketinga na društvenim mrežama i
koliki on utjecaj ima u potrošačkom svijetu. Također, prikupljeni su podaci o
proteinskim proizvodima koje ispitanici najviše koriste. Istraživanje je provedeno na
100 nasumično izabranih ispitanika koji su korisnici društvenih mreža i potencijalni
korisnici proteinskih proizvoda.
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Zaključak teme „Utjecaj društvenih mreža na odlučivanje potrošača pri kupnji
proteinskog proizvoda“ određen je vezom između brenda proteinskih proizvoda i
trenda korištenja društvenih mreža. Jačina trenda, efikasnost i jednostavnost glavni
su elementi uspješnosti ove veze. Prepoznatljivost, zbog pozitivnog omjera cijene i
kvalitete Myprotein proizvoda, podigla je ovaj brend na vrh hrvatskog tržišta.
Jednostavnost, brzina i efikasnost online marketinga putem društvenih mreža učinili
su tu vrstu marketinga jednom od najkorisnijih. Spoj kvalitetnog proizvoda i
učinkovitog marketinga može biti ulaznica za dugoročni uspjeh poduzeća. |
| Abstract (english) | In the theoretical part of this thesis, it has been spoken about digital communication
which became inventible part of present society. Society networking has changed the
way of communication and connecting of modern society. The trend of social
networks is integrated into every depth of society, on the private and business level.
Companies use social networks to promote their products and services at a low cost,
quick and efficient way in order to achieve feedback from users in a short time
period.
This thesis explained the specificity of using social networks as a marketing tool in
business advisory Networking of users made collecting and sharing information
easier and quicker. Networking of companies with respective users has become an
important factor in online marketing because it enables personalization of relationship
and optimization of business. With modern tools for determining target groups used in
marketing, companies are able to target individual users with personalized content.
In the thesis, it has been presented some of the most popular brands of protein
products, from which the most significant MyProtein brand has the best ratio of
quality and price according to the opinion of various experts, nutritionists, and
athletes. Some of them are Marko Berić (eurepean champion in bodybuilding), Donat
Rupčić (Fitness instructor in Zagreb) and Bojan Stojnić (master of nutrition).
MyProtein products can brag about numerous awards and certificates for outstanding
quality.
The aim of the research was to find a connection between online marketing on social
network sites and paradigm of users regards to products and services which are
subject of online marketing. Important part of the research was to collect data which
are going to be an indicator of changes in behavior of users during purchasing of
protein products, driven by online marketing of protein products on social networks.
Interpretation of results explained the importance of marketing on social networks
and their impact on the purchasing market. In addition, data of protein products which
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respective purchasers use the most have been collected. Research has been
conducted on hundred random examinees, respective users of social networks.
In conclusion of research and thesis, all adequate questions and explanations have
been given. The result of research, although not enough precise to speak about the
whole purchasing community, gives us good and detail enough picture.
In conclusion of thesis „The impact of social networks on consumer decision-making
when buying a protein product“ relationship between brands of protein products and
trends of using social networks was explored. Brand recognition, effectiveness and
simplicity are the main elements in the successfulness of this relationship.
Recognition, due to positive ratio of price and quality Myprotein products, has
positioned this brand on top of the Croatian market. Simplicity, speed and efficiency
of online marketing through social networks made this type of marketing one of the
most efficient. Combining quality products with effective marketing could be a ticket
for the long-term success of a company. |
