master's thesis
The use of social media in marketing research

Ines Banko (2016)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitleUpotreba društvenih mreža u istraživanju marketinga
AuthorInes Banko
Mentor(s)Dragan Benazić (thesis advisor)
Abstract
Ekspanzija društvenih mreža kao što su LinkedIn, Facebook, Google+, Twitter i YouTube rezultirala je činjenicom da su društvene mreže u današnjoj kulturi postale nezaobilazan dio svakodnevice. Novi korisnici pridružuju se društvenim mrežama zbog posla, oglašavanja, dijeljenja informacija, zabave ili druženja. Marketinška industrija uvidjela je u njima plodno tlo, te su se počeli razvijati različiti načini istraživanja tržišta putem društvenih mreža, zbog nižih troškova i velikog broja korisnika na jednom mjestu. Društveni mediji velik su izazov u komunikacijama i u svojim brojnim oblicima prihvaćeni su u široj populaciji. Vrlo su fleksibilni i prilagodljivi, a korisnici imaju mogućnost aktivnoga sudjelovanja u njihovome stvaranju i oblikovanju te tako predstavljaju živi javni forum. U skladu s time, stručnjaci za marketing i istraživači moraju razumjeti i prilagoditi se ovom fenomenu. Mnogi marketing stručnjaci te dizajneri koji podržavaju i rade na pojedinoj marci, prihvatili su društvene mreže kao dio razvoja odnosa s potrošačima. Slično tome, mnogi istraživači prepoznali su sadržaj stvoren od strane korisnika na društvenim mrežama kao ključni faktor prilikom kreiranja novih oblika istraživanja marketinga. Tako je nastala posebna skupina ispitivača koji se bave isključivo istraživanjem društvenih mreža. S tim u skladu, mnoge tradicionalne metode istraživanja bile su prilagođene, ali i brojne nove metode su stvorene.
Parallel title (English)The use of social media in marketing research
Committee MembersDražen Alerić (committee chairperson)
Dragan Benazić (committee member)
Erik Ružić (committee member)
GranterUniversity of Pula
Lower level organizational unitsFaculty of economics and tourism "Dr. Mijo Mirković"
PlacePula
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Study specializationManagement and Entrepreneurship
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-04-19
Parallel abstract (English)
The expansion of the social media, such as LinkedIn, Facebook, Google+, Twitter and YouTube, resulted as a fact that social media in today's culture has become an indispensable part of everyday`s life. New users join social media because of their job, for advertaising, sharing informations, fun or socializing. The marketing industry recognize this posibility, and began to develop different ways of marketing research via social networks, due to lower costs and a large number of users in one place. As a great challenge in communications, social media are widely accepted among the general population. Being very flexible and adaptable, they offer an opportunity of active participation to users, thus representing a public forum. Accordingly, marketing experts and researchers should understand and adjust to this phenomenon. Many marketing experts and designers who support and work on a particular brand, accepted the social networks as part of the development of relations with consumers. Similarly, many researchers have recognized the content created by users on social networks as a key factor in creating new forms of marketing research. This gave rise to a special group of examiners who are engaged only in exploration of social networks. Accordingly, many traditional research methods were adjusted, and a number of new methods have been created.
Parallel keywords (Croatian)istraživanje marketinga društvene mreže e-marketing Dove
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:796242
CommitterEster Bencic