Title Društvene mreže kao alat suvremenog oglašavanja Title (english) Social networks as a tool of modern advertising Author Nicol Damianić Mentor Erik Ružić (mentor)Committee member Dragan Benazić (predsjednik povjerenstva)Committee member Erik Ružić (član povjerenstva)Committee member Danijela Križman Pavlović (član povjerenstva)Granter University of Pula Defense date and country 2022-09-15, Croatia Abstract Društvene su se mreže pojavile pojavom interneta i tehnoloških inovacija, poput razvoja računala i mobilnih uređaja. Prve društvene mreže su se razvijale 1970-ih godina, a prva platforma koja se može smatrati najsličnijom današnjim društvenim mrežama je Six Degress koja je nastala 1997. godine. Time se obilježava početak društvenih mreža kakve danas poznajemo. Društveni mediji su promijenili način komunikacije među ljudima, bilo na privatnoj ili poslovnoj razini. Danas se ne može zamisliti
... More život bez društvenih mreža budući da ih ljudi koriste na svakodnevnoj razini za razne potrebe i aktivnosti, od komunikacije s prijateljima, dijeljenja vlastitog sadržaja, informiranja i obrazovanja, do kupnje i prodaje proizvoda, predstavljanja brenda i tako dalje. Razvojem tehnologije i sve većom popularnošću digitalnog marketinga i društvenih mreža, većina poduzeća je svoje poslovanje prebacila sa tradicionalnih pristupa i medija na digitalne. Marketing na društvenim mrežama koriste gotovo sva poduzeća budući da omogućava jednostavnije istraživanje i analiziranje tržišta, segmentiranje potrošača i izradu idealnog kupca, predstavljanje robne marke, promociju proizvoda i usluga, stvaranje dugoročnog odnosa s kupcima, suradnju s utjecajnim osobama itd. Najčešće korišteni marketinški komunikacijski kanali (ujedno i društvene mreže) koje tvrtke koriste u svojim marketinškim aktivnostima su: Instagram, YouTube, Facebook, TikTok i LinkedIn. Društvene mediji donose mnogo prednosti za poduzeća i pojedince poput utjecajnih osoba, međutim donose i mnogo nedostataka, kako za poduzeća tako i za same korisnike. Less Abstract (english) Social networks appeared with the growth of the Internet and the development of technological innovations, such as computers and mobile devices. First social networks began to develop in the 1970s, while the first social network that's considered the most similar to today's social networks is Six Degrees which was created in 1996. That marks the beginning of social networks as we know them today. Social media has changed the way people communicate, whether on a private or business level.
... More We cannot imagine a life today without social networks since people use them daily for various needs and activities, such as communication with friends, sharing their content, informing, educating, buying and selling products, brand representation, etc. Most companies have switched their management and business from traditional approaches and media to digital ones due to the development of technology and the increasing popularity of digital marketing and social media. Social media marketing is used by almost all companies since it enables easier market research and analysis, customer segmentation, creating the buyer personas, brand representation, promotion of goods and services, creating a long-term relationship with customers, cooperation with influencers, etc. The most used marketing communication channels (social media as well) that companies use in their marketing activities are Instagram, YouTube, Facebook, TikTok, and LinkedIn. Social networks bring many benefits to companies and individuals such as influencers, ads persionaliazation and better communcation. However, they also bring many disadvantages, both for companies and for the users themselves, such as security concerns. Less Keywords
digitalni marketing
digitalno oglašavanje
komunikacija
društvene mreže
Keywords (english)
digital marketing
digital advertising
communication
social networks
Language croatian URN:NBN urn:nbn:hr:137:813247 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 2022-09-16 12:03:14
