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master's thesis
Uspješnost digitalnog personaliziranog marketinga i etičnost korištenja osobnih podataka
2022. urn:nbn:hr:122:285494
Mikulić, Antonija
University North
University centre Varaždin
Department of Business Economics

Cite this document

Mikulić, A. (2022). Uspješnost digitalnog personaliziranog marketinga i etičnost korištenja osobnih podataka (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:285494

Mikulić, Antonija. "Uspješnost digitalnog personaliziranog marketinga i etičnost korištenja osobnih podataka." Master's thesis, University North, 2022. https://urn.nsk.hr/urn:nbn:hr:122:285494

Mikulić, Antonija. "Uspješnost digitalnog personaliziranog marketinga i etičnost korištenja osobnih podataka." Master's thesis, University North, 2022. https://urn.nsk.hr/urn:nbn:hr:122:285494

Mikulić, A. (2022). 'Uspješnost digitalnog personaliziranog marketinga i etičnost korištenja osobnih podataka', Master's thesis, University North, accessed 05 May 2024, https://urn.nsk.hr/urn:nbn:hr:122:285494

Mikulić A. Uspješnost digitalnog personaliziranog marketinga i etičnost korištenja osobnih podataka [Master's thesis]. Koprivnica: University North; 2022 [cited 2024 May 05] Available at: https://urn.nsk.hr/urn:nbn:hr:122:285494

A. Mikulić, "Uspješnost digitalnog personaliziranog marketinga i etičnost korištenja osobnih podataka", Master's thesis, University North, Koprivnica, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:122:285494

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Metadata
TitleUspješnost digitalnog personaliziranog marketinga i etičnost korištenja osobnih podataka
Title (english)The success of digital personalized marketing and the ethical use of personal data
AuthorAntonija Mikulić
MentorDijana Vuković (mentor)
Committee memberDamira Keček (predsjednik povjerenstva)
Committee memberAnica Hunjet (član povjerenstva)
Committee memberDijana Vuković (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Business Economics)
Koprivnica
Defense date and country2022-10-03, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Pojava digitalizacije dovela je do toga da je digitalni marketing postao dio naše svakodnevice. U odnosu na tradicionalni marketing, digitalni marketing ima mjerljivu i dvostranu komunikaciju, koju tradicionalni marketing nema. Putem mjerljivosti dobivaju se podaci koji prikazuju da li je marketing, odnosno određena kampanja bila uspješna. Pod pojmom personaliziranog marketinga podrazumijeva se marketing jedan na jedan, odnosno putem njega poduzeća svojim korisnicima isporučuju promotivni sadržaj prilagođen svakom korisniku, odnosno kupcu. S ciljem procjene uspješnosti digitalnog personaliziranog marketinga i etičnosti korištenja osobnih podataka, provedeno je istraživanje na 201 sudioniku, od čega je 136 muškaraca i 65 žena. Cilj istraživanja bio je procijeniti uspješnost digitalnog marketinga i etičnosti korištenja osobnih podataka. Podatci za istraživanje prikupljani su putem online ankete koja je sastavljena uz pomoć Google Forms ankete. Rezultati istraživanja potvrdili su uspješnost digitalnog personaliziranog marketinga i etičnost korištenja osobnih podataka kod sudionika istraživanja.
Abstract (english)
The emergence of digitization has led to digital marketing becoming a part of our everyday life. Compared to traditional marketing, digital marketing has measurable and two-way communication, which traditional marketing does not have. Through measurability, data is obtained that show whether marketing or a specific campaign was successful. The term personalized marketing means one-to-one marketing, i.e. through it companies deliver to their users promotional content adapted to each user, i.e. customer. In order to assess the effectiveness of digital personalized marketing and the ethical use of personal data, a survey was conducted on 201 participants, of which 136 were men and 65 were women. The aim of the research was to assess the success of digital marketing and the ethical use of personal data. Data for the research was collected through an online survey that was compiled with the help of a Google Forms survey. The results of the research confirmed the success of digital personalized marketing and the ethical use of personal data among research participants.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:285494
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 on2022-11-11 11:58:30