master's thesis
Marketing communication on social networks

Lucija Kanižaj (2017)
University North
University centre Varaždin
Department of Business Economics
Metadata
TitleMarketinška komunikacija na društvenim mrežama
AuthorLucija Kanižaj
Mentor(s)Tanja Kesić (thesis advisor)
Abstract
Marketinškom komunikacijom nastoji se prenijeti informaciju od pošiljatelja do primatelja s ciljem postizanja određenih efekata, bolje rečeno, s ciljem da ga se potakne na kupnju. U ovo suvremeno doba, marketinška komunikacija je doživjela značajne promjene. Razvojem interneta razvile su se i društvene mreže. Iako su isprva bile namijenjene za komunikaciju korisnika, kompanije su ubrzo prepoznale marketinški potencijal što je zapravo i dovelo do značajnih promjena marketinške komunikacije i poslovanja s kupcima. Tako je nastala nova grana marketinga, elektronički marketing (e-marketing). E-marketing podrazumijeva marketinške aktivnosti kompanije primjenom informacijske tehnologije. Valja napomenuti da se sve veći broj kompanija osvrće ovom načinu komunikacije te promocije i oglašavanja svojih proizvoda i usluga.
Keywordsmarketing communication advertising customers e-marketing social networks
Parallel title (English)Marketing communication on social networks
Committee MembersGoran Kozina (committee chairperson)
Anica Hunjet (committee member)
Tanja Kesić (committee member)
GranterUniversity North
Lower level organizational unitsUniversity centre Varaždin
Department of Business Economics
PlaceKoprivnica
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Economics; specializations in: Tourism and International Trade
Study specializationTourism and International Trade
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2017-03-09
Parallel abstract (English)
Marketing communications seeks to convey information from sender to the receiver with the main goal to achieve certain effects, moreover, to encourage purchase. Marketing communication has been undergoing significant transformations in this modern world. With the development of Internet, social networks have evolved. At first, they were intended for communication between users, but companies quickly recognized marketing potential that caused significant changes in marketing communication and business with customers. This rise a new branch of marketing, electronic marketing (e-marketing). E-marketing include company marketing activities by using information technology. It should be noted that the number of companies that use this kind of communication, promotion and advertising for their products and services is growing.
Parallel keywords (Croatian)marketing komunikacija oglašavanje kupci e-marketing društvene mreže
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:122:867852
CommitterJasna Kosić