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master's thesis
Marketing na društvenim mrežama
2023. urn:nbn:hr:122:524877
Kresonja, Slavko
University North
University centre Varaždin
Department of Communicology and Public Relations

Cite this document

Kresonja, S. (2023). Marketing na društvenim mrežama (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:524877

Kresonja, Slavko. "Marketing na društvenim mrežama." Master's thesis, University North, 2023. https://urn.nsk.hr/urn:nbn:hr:122:524877

Kresonja, Slavko. "Marketing na društvenim mrežama." Master's thesis, University North, 2023. https://urn.nsk.hr/urn:nbn:hr:122:524877

Kresonja, S. (2023). 'Marketing na društvenim mrežama', Master's thesis, University North, accessed 24 January 2025, https://urn.nsk.hr/urn:nbn:hr:122:524877

Kresonja S. Marketing na društvenim mrežama [Master's thesis]. Koprivnica: University North; 2023 [cited 2025 January 24] Available at: https://urn.nsk.hr/urn:nbn:hr:122:524877

S. Kresonja, "Marketing na društvenim mrežama", Master's thesis, University North, Koprivnica, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:122:524877

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Metadata
TitleMarketing na društvenim mrežama
Title (english)Social networks marketing
AuthorSlavko Kresonja
MentorDarijo Čerepinko (mentor)
Committee memberGordana Lesinger (predsjednik povjerenstva)
Committee memberDarijo Čerepinko (član povjerenstva)
Committee memberIvana Stanić (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Communicology and Public Relations)
Koprivnica
Defense date and country2023-07-11, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Cilj ovog diplomskog rada jest istraživanje koliko marketinške aktivnosti na društvenim mrežama i medijima utječu na svijest o robnoj marki pojedinaca te kako se iste reflektiraju na ponašanje kupaca. Ujedno, istraživanje će pokazati i prisutnost svijesti o robnoj marki kao varijable između marketinških aktivnosti i ponašanja kupaca. Na društvenim medijima i mrežama, svaki pojedinac izložen je utjecaju marketinških aktivnosti općenito. Kada govorimo o robnoj marki, ovisno o tome kako će marketinške aktivnosti utjecati na pojedinca, takva će biti njegova svijest o robnoj marki. U okviru diplomskog rada provedeno je istraživanje mogu li marketinške aktivnosti na društvenim mrežama pozitivno utjecati na svijest o robnoj marki, a samim time i na ponašanje potrošača te je li utjecaj svijesti o robnoj marki pozitivan.
Abstract (english)
The aim of this thesis is to investigate the extent to which marketing activities on social networks and media influence the brand awareness of individuals and how they are reflected on the behavior of customers. At the same time, the research will show the presence of brand awareness as a variable between marketing activities and customer behavior. On social media and networks, every individual is exposed to the influence of marketing activities in general. When we talk about the brand, depending on how the marketing activities will affect the individual, that will be his awareness of the brand. As part of the thesis, research was conducted on whether marketing activities on social networks can positively influence brand awareness, and thus on consumer behavior, and whether the influence of brand awareness is positive.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:524877
Study programmeTitle: Public Relations
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra odnosa s javnostima (magistar/magistra odnosa s javnostima)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-07-20 10:22:58