Title Uloga odabranih društvenih mreža u razvoju novih proizvoda Title (english) The Role of Selected Social Networks in the Development of New Products Author Laura Ivančić Mentor Dragan Benazić (mentor)Committee member Erik Ružić (predsjednik povjerenstva)Committee member Dragan Benazić (član povjerenstva)Committee member Danijela Križman Pavlović (član povjerenstva)Granter University of Pula Defense date and country 2021-09-08, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Iz dana u dan broj korisnika na društvenim mrežama raste, kako među osobama koje ih koriste u privatne svrhe tako i među različitim poduzećima i organizacijama. Vrlo često prvi dojam možemo ostaviti i preko mnogobrojnih društvenih mreža koje svakodnevno koristimo. Socijalne mreže postale su danas temeljni dio poslovne komunikacijske strategije. Društvene mreže također imaju veliki utjecaj na razvoj novih proizvoda. Kao najpogodnije društvene platforme za svrhe marketinga pokazali su se Instagram, Facebook, YouTube Twitter, Google, Pinterest i LinkedIn. Ključni element jednog uspješnog poslovanja svakog modernijeg poduzeća je njen marketing. Praktički je nemoguće, naći i zadržati kupce nekog proizvoda ili usluge bez marketinške strategije. Unatoč mnogim prednostima, socijalne mreže također mogu predstavljati i potencijalnu opasnost i prijetnju za budući poslovni kredibilitet nekog poduzeća. Kao primjer to bi mogli biti razočarani i nezadovoljni korisnici koji će podijeliti njihovo loše i negativno iskustvo s drugim potencijalnim korisnicima i na taj način ugroziti ugled poduzeća. Upravo iz tog razloga danas društvene mreže daju korisnicima mogućnost pozitivnog ali isto tako i negativnog utjecaja na poduzeća i organizacije. Jedna od prednosti marketinga danas je to što će u kratkom vremenskom periodu znatan broj informacija stići do velike količine ljudi. Na društvenim mrežama moguće je dijeliti pozitivna i negativna iskustva kao rezultat interakcije sa pojedinim proizvodima i uslugama. Poduzećima je veoma važno dobivati feedback, na račun kojega će pokušati poboljšati svoj proizvod ili uslugu, te nastojati ne ponavljati pogreške i privući nove potencijalne kupce. Prisutnost poduzeća na društvenim mrežama je od velike važnosti i predstavlja veliki utjecaj na poduzeća današnjice.
Uspjeh jednog poduzeća je ostvariv imajući profil na društvenim mrežama, no to više nije samo opcija, već predstavlja obavezu jednog poduzeća koje posluje izravno sa korisnicima. Društvene mreže stvorile su novi distribucijski kanal i otvorile bogat izvor za marketinška istraživanja.
Abstract (english) The number of users on social networks is growing day by day, both among people who use them for private purposes and among various companies and organizations. Very often we can leave a first impression through the many social networks that we use every day. Today, social networks have become a fundamental part of business communication strategy. Social networks also have a big impact on new product development. Instagram, Facebook, YouTube Twitter, Google, Pinterest and LinkedIn have proven to be the most suitable social platforms for marketing purposes. A key element of a successful business of any modern company is its marketing. It is practically impossible to find and retain customers of a product or service without a marketing strategy. Despite many benefits, social networks can also pose a potential threat and threat to a company’s future business credibility. As an example, this could be disappointed and dissatisfied customers who will share their bad and negative experience with other potential customers and thus jeopardize the company's reputation. It is for this reason that today social networks give users the opportunity to positively but also negatively influence companies and organizations. One of the advantages of marketing today is that in a short period of time a significant amount of information will reach a large number of people. It is possible to share positive and negative experiences on social networks as a result of interaction with certain products and services. It is very important for companies to get feedback, at the expense of which they will try to improve their product or service, and try not to repeat mistakes and attract new potential customers. The presence of companies on social networks is of great importance and represents a great impact on companies today.
The success of a company is achievable by having a profile on social networks, but this is no longer just an option, but a commitment of a company that does business directly with customers. Social networks have created a new distribution channel and opened up a rich source for marketing research.
Keywords
društvene mreže
marketing
proizvodi
oglašavanje
elektronički marketing
Keywords (english)
social networks
marketing
products
advertising
electronic marketing
Language croatian URN:NBN urn:nbn:hr:137:349872 Study programme Title: Business Economics; Finance, Economics, Financial Management, Management and Entrepreneurship, Marketing Management, Business Informatics, Tourism; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics, Financial Management, Informatics Management Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2021-09-15 14:50:41
