Strategija oglašavanja putem digitalnih medija na primjeru online kupovine

Rebić, Jelena

master's thesis

Strategija oglašavanja putem digitalnih medija na primjeru online kupovine

Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. urn:nbn:hr:251:180521

Rebić, Jelena

Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Cite this document

APA 6th Edition

Rebić, J. (2021). Strategija oglašavanja putem digitalnih medija na primjeru online kupovine (Master's thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:180521

MLA 8th Edition

Rebić, Jelena. "Strategija oglašavanja putem digitalnih medija na primjeru online kupovine." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:180521

Chicago 17th Edition

Harvard

Rebić, J. (2021). 'Strategija oglašavanja putem digitalnih medija na primjeru online kupovine', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 25 March 2023, https://urn.nsk.hr/urn:nbn:hr:251:180521

Vancouver

Rebić J. Strategija oglašavanja putem digitalnih medija na primjeru online kupovine [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2021 [cited 2023 March 25] Available at: https://urn.nsk.hr/urn:nbn:hr:251:180521

IEEE

J. Rebić, "Strategija oglašavanja putem digitalnih medija na primjeru online kupovine", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:251:180521

Cite this item: https://urn.nsk.hr/urn:nbn:hr:251:180521

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Metadata

Title	Strategija oglašavanja putem digitalnih medija na primjeru online kupovine
Title (english)	Advertising strategy through digital media - online shopping example
Author	Jelena Rebić
Mentor	Iva Buljubašić (mentor)
Committee member	Iva Buljubašić (predsjednik povjerenstva)
Committee member	Marina Đukić (član povjerenstva)
Committee member	Marija Šain (član povjerenstva)
Granter	Josip Juraj Strossmayer University of Osijek Academy of Arts and Culture in Osijek Osijek
Defense date and country	2021-09-15, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Interdisciplinary Social Sciences
Abstract	Razvoj digitalnih medija i tehnologije doveo je do svakodnevnog korištenja medijskih sadrţaja, informiranja te komunikacije putem elektroniĉkih medija. Prihvaćanjem interneta kao alata za poslovne i osobne potrebe stvorili su se i novi kanali za oglašavanje i marketinški angaţman. On line oglašavanje nudi nam mnoštvo benefita ali i izazova jer koristeći digitalne medije, tvrtke moraju pronaći naĉin za privlaĉenje, angaţiranje i pretvaranje virtualnih posjetitelja u klijente. Elektroniĉka trgovina ĉini najsuvremeniji oblik organizacije poslovanja kojemu teţe gotovo svi gospodarski subjekti orijentirani osvajanju što boljih i većih trţišnih pozicija i intenzivnom ulaganju u razvojne poslovne aktivnosti. U ovom radu provedeno je empirijsko istraţivanje koje se temelji na strukturiranoj anketi, koja je provedena na uzorku od 109 ispitanika. Rezultati istraţivanja ukazuju na pozitivan stav ispitanika o utjecaju oglašavanja putem društvenih mreţa na korištenje usluge on line kupovine te o porastu on line kupovine tijekom pandemije COVID-19. Naime, pokazalo se kako oglašavanje putem društvenih mreţa ima puno prednosti i vrlo je vaţno sredstvo jer dozvoljava organizaciji da promovira svoje proizvode i usluge putem vizualnih kanala.
Abstract (english)	The development of digital media and technology has led to the daily use of media content, information and communication through electronic media. With the adoption of the Internet as a tool for business and personal needs, new channels for advertising and marketing engagement have been created. Online advertising offers us many benefits but also challenges because using digital media, companies must find a way to attract, engage and turn virtual visitors into customers. Electronic commerce is the most modern form of business organization, which is sought by almost all economic entities oriented to win better and larger market positions and intensive investment in development business activities. In this paper, an empirical study based on a structured survey was conducted on a sample of 109 respondents. The results of the research indicate a positive attitude of the respondents about the impact of advertising on social networks on the use of online shopping and the increase in online shopping during the COVID-19 pandemic. Most importantly, it has been shown that advertising through social networks has many advantages and is a very important tool because it allows the organization to promote its products and services through visual channels.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:251:180521
Study programme	Title: University graduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science Course: Cultural Management Study programme type: university Study level: graduate Academic / professional title: magistar/magistra kulturologije uz naznaku smjera (magistar/magistra kulturologije uz naznaku smjera)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	Repository of the Academy of Arts and Culture in Osijek
Created on	2022-03-29 13:17:00