master's thesis
Analysis of the performance of the three largest croatian banks on facebook

Valentina Baf (2016)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitleAnaliza nastupa tri najveće hrvatske banke na društvenoj mreži facebook
AuthorValentina Baf
Mentor(s)Dražen Alerić (thesis advisor)
Abstract
Društvene su mreže postale nezaobilazna aktivnost današnjice, one su izvorišna tema razgovora među ljudima, ponajviše među mladima. One su digitalni medij čiji je razvoj omogućen razvojem interneta i platforme koja podržava takav sustav. Digitalizacija nije uvjetovala samo način na koji korisnici pretražuju sadržaj i dolaze do informacija već i njihovo ponašanje i razmišljanje. Promjena ponašanja i razmišljanja korisnika uvjetovala je i promjene u poslovanju raznih poduzeća, na način da su mnoge tvrtke dio svog poslovanja preselile online.. U posljednje se vrijeme sve više tvrtki okreće društvenim mrežama, ponajviše Facebooku kao neformalnom sredstvu komunikacije putem kojeg mogu promovirati svoje proizvode i usluge, ali i stupiti u interakciju sa korisnicima. Sve su te prednosti privukle i bankarski sektor. Banke u društvenim mrežama imaju odličnu platformu za direktnu komunikaciju s korisnicima. Ciljanim oglašavanjem koje nude mreže poput Facebooka mogu doći do vrlo kvalitetne baze fanova koja će biti zainteresirana za takav sadržaj.
KeywordsInternet social networks digital marketing Facebook banking
Parallel title (English)Analysis of the performance of the three largest croatian banks on facebook
Committee MembersAriana Nefat (committee chairperson)
Dražen Alerić (committee member)
Lenko Uravić (committee member)
GranterUniversity of Pula
Lower level organizational unitsFaculty of economics and tourism "Dr. Mijo Mirković"
PlacePula
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Finance
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Study specializationMarketing Management
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-26
Parallel abstract (English)
Social networking sites have become an unavoidable nowday activity and they are the main conversation topic among people, particularly among young people. They are the digital medium whose development was enabled by the development of the Internet and the platforms which support such a system. Digitalization is not caused just by the way users search content and access to information, but also by their behavior and thinking. Changes in user's behavior and thinking have caused the changes in business for various companies, in a way that many companies have moved part of their business online. Lately, more and more companies are turning to social networks, primarily Facebook as an informal way of communication through which they can promote their products and services, and interact with customers. All these benefits have attracted the banking sector. Banks in social networks have an excellent platform for direct communication with their customers. Through targeted advertising offered by networks like Facebook they can reach very high-quality fan base that will be interested in such content.
Parallel keywords (Croatian)Internet društvene mreže digitalni marketing Facebook bankarstvo
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:112246
CommitterTihana Gerić