prikaz prve stranice dokumenta ELEKTRONIČKI WORD OF MOUTH – POTICAJNI ILI LIMITIRAJUĆI FAKTOR ONLINE KUPNJE
Access restricted to students and staff of home institution
master's thesis
ELEKTRONIČKI WORD OF MOUTH – POTICAJNI ILI LIMITIRAJUĆI FAKTOR ONLINE KUPNJE
Zagreb: Zagreb School of Business, 2020. urn:nbn:hr:180:120081
Igrc, Ivan
Zagreb School of Business

Institutional repository: Repository ZSB

Cite this document

Igrc, I. (2020). ELEKTRONIČKI WORD OF MOUTH – POTICAJNI ILI LIMITIRAJUĆI FAKTOR ONLINE KUPNJE (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:120081

Igrc, Ivan. "ELEKTRONIČKI WORD OF MOUTH – POTICAJNI ILI LIMITIRAJUĆI FAKTOR ONLINE KUPNJE." Master's thesis, Zagreb School of Business, 2020. https://urn.nsk.hr/urn:nbn:hr:180:120081

Igrc, Ivan. "ELEKTRONIČKI WORD OF MOUTH – POTICAJNI ILI LIMITIRAJUĆI FAKTOR ONLINE KUPNJE." Master's thesis, Zagreb School of Business, 2020. https://urn.nsk.hr/urn:nbn:hr:180:120081

Igrc, I. (2020). 'ELEKTRONIČKI WORD OF MOUTH – POTICAJNI ILI LIMITIRAJUĆI FAKTOR ONLINE KUPNJE', Master's thesis, Zagreb School of Business, accessed 05 November 2024, https://urn.nsk.hr/urn:nbn:hr:180:120081

Igrc I. ELEKTRONIČKI WORD OF MOUTH – POTICAJNI ILI LIMITIRAJUĆI FAKTOR ONLINE KUPNJE [Master's thesis]. Zagreb: Zagreb School of Business; 2020 [cited 2024 November 05] Available at: https://urn.nsk.hr/urn:nbn:hr:180:120081

I. Igrc, "ELEKTRONIČKI WORD OF MOUTH – POTICAJNI ILI LIMITIRAJUĆI FAKTOR ONLINE KUPNJE", Master's thesis, Zagreb School of Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:180:120081

Metadata
TitleELEKTRONIČKI WORD OF MOUTH – POTICAJNI ILI LIMITIRAJUĆI FAKTOR ONLINE KUPNJE
Title (english)Digital word of mouth - stimulating or limitating factor of online shopping
AuthorIvan Igrc
MentorDijana Vuković (mentor)
Committee memberDorotea Milas (predsjednik povjerenstva)
Committee memberPredrag Čudina (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2020-12-10, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Elektronički Word of Mouth je marketinška strategija sa izuzetno velikim potencijalom širenja poruka. Naječšće se prenosi putem društvenih mreža, blogova, foruma te uz pomoć influencera. Potrošači prilikom kupovine nekog proizvoda ili usluge traže savjete i preporuke drugih potrošača kroz razne recenzije. Tvrtke da bi se istaknule na tržištu te stvorile svjesnost potrošača o njihovom brandu i proizvodu, angažiraju influncere koji testiraju njihove proizvode i kreiraju recenzije. Word of mouth marketing moguće je primjeniti na malim i velikim tvrtkama te može biti potpuno besplatan. Potrošači mogu biti pod velikim utjecajem word of mouth marketinga tijekom procesa donošenja odluka vezanih uz kupnju proizvoda. Word of mouth marketing je relativno novi oblik promocije, ali zbog svoje efikasnosti i efektivnosti postaje omiljena strategija marketinških stručnjaka.
Abstract (english)
Electronic word of mouth is marketing strategy with huge potential of spreading marketing messages. Usually that is being done on social networks, blogs, forums and with help of influencers. During process of making decission about buying some products or services, consumers are looking for advices and help through product reviews. To create brand awareness and product popularity, companies are hiring influenceres who test their products and write reviews. Word of mouth marketing can be applied on any size of business and in theory it can be completely free. Importance of word of mouth marketing is big while consumers can make their buying decisions based on what they hear about the products or services. Word of mouth marketing is newest form of promotion. Because of its huge efficiency and effectiveness, this type of marketing is becoming favorite strategy of all marketing experts.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:120081
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist/specijalistica marketinga i komunikacija (stručni specijalist/specijalistica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-04-12 14:28:04