master's thesis
THE IMPACT OF DIGITAL MEDIA ON CONSUMER BEHAVIOUR

Anita Epert Hećimović (2016)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing
Metadata
TitleUtjecaj digitalnih medija na ponašanje potrošaća
AuthorAnita Epert Hećimović
Mentor(s)Davorin Turkalj (thesis advisor)
Abstract
Društveni trendovi predvođeni digitalnom revolucijom promijenili su ponašanje potrošača. Potrošači su sve više okrenuti svojim potrebama, ne kupuju što im se prodaje, nego traže ono što trebaju. Proizvodi se konstantno uspoređuju, komentiraju s prijateljima, čitaju se recenzije na blogovima. Živimo brzim tempom i potrošači nemaju vremena za duge potrage za proizvodom, nego se očekuje da proizvod dođe k njima. Potrošači su postali zahtjevni, a zadatak prodavača je zadovoljiti i najzahtjevnije potrebe, bilo da se radi o cijeni, kvaliteti, blizini lokacije ili razini uslužnosti. Potrošači su sve više informirani, a upravo internet uvelike doprinosi sve jačem razvoju navedenog trenda. Osim prema potrošačima, internet je i poduzećima proširio mogućnosti praćenja uspješnosti kampanja. Na internetu možemo mjeriti gotovo svaki potez našeg posjetitelja; od zemljopisnog položaja, vremena koje je posjetitelj proveo na webu, odakle je došao i na koju stranicu je otišao, koliko je stranica pregledao. Na temelju detaljnih informacija donose se jasni zaključci o kvaliteti posjetitelja koje daju pojedini mediji, ovisno o tome koji su nam ciljevi. Društvene mreže su svakodnevnica i milijuni ljudi diljem svijeta ih koriste. Najveća društvena mreža Facebook je postala dio privatnog i poslovnog života. Facebook neprestano unapređuje korisničko iskustvo i konstantno se nadograđuje novim alatima. Na oglašavanje na društvenim mrežama izdvaja se sve veći dio budžeta tvrtke, a fanovi se njeguju raznim pogodnostima kojima se održava njihova lojalnost prema tvrtci. Osim društvenih mreža, u konstantnom porastu je pojavljivanje portala koji sadržajem osvajaju svoju tržišnu nišu te kroz marketing sadržaja komuniciraju s kupcima. Ovaj diplomski rad donosi pregled ključnih teorijskih pojmova iz područja ponašanja potrošača, s naglaskom na digitalno doba i promjene u ponašanju u odnosu na prijašnja razdoblja. Radom su obuhvaćena područja važnosti digitalnih medija i porastu korištenja interneta u komunikaciji s potrošačima. Praktičan primjer rada odnosi se na moderan kulinarski web portal koji kvalitetnim sadržajem pruža posjetiteljima korisne informacije i služi kao poveznica i nadogradnja offline tiskanog izdanja srodnog časopisa namjenjenog ljubiteljima kvalitetne kuhinje.
Keywordsdigital media digital marketing consumer behavior internet social networks Facebook Web portals trends digital age
Parallel title (English)THE IMPACT OF DIGITAL MEDIA ON CONSUMER BEHAVIOUR
Committee MembersDavorin Turkalj (committee chairperson)
Mirna Leko Šimić (committee member)
Antun Biloš (committee member)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Lower level organizational unitsChair of Marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-06-24
Parallel abstract (English)
Social trends driven by the digital revolution are changing consumer behaviour. Consumers are increasingly turn to their needs, do not buy what they are selling, rather than looking for what they need. The products are constantly comparing, commenting with friends, read the reviews on blogs. We live fast-paced and consumers do not have time for a long search for a product, but the product is expected to come to us. Consumers have become more demanding, and the task of sellers to satisfy even the most demanding needs, be it on price, quality, location or near the level of serviceability. Consumers are more informed, and it greatly contributes to the Internet all the stronger development of the above trend. In addition to consumers, the internet and companies expanded options for monitoring the success of the campaign. On the Internet we can measure almost every move of our visitors; on geographical location, time that visitors spent on the Web, where it came from and which page is gone, how many pages were reviewed. On the basis of detailed information shall be made clear conclusions about the quality of visitors that give certain media, depending on what our objectives. Social networks have become commonplace. The biggest social network Facebook has become part of the private and business life. Facebook constantly improving the user experience and constantly being upgraded. On the social media advertising is allocated an increasing share of the budget of the company, and the fans are nurtured various benefits that maintain consumer loyalty. In addition to social networks, the steady improvement in the appearance of portals whose content conquer their market niche and the marketing content to communicate with customers. This thesis provides an overview of key theoretical concepts in the field of consumer behavior, with an emphasis on digital age and behavioral changes compared to previous periods. The paper covered areas of importance of digital media and the increasing use of the Internet to communicate with consumers. A practical example of the work refers to the modern culinary web portal that quality content gives visitors useful information and serves as a link and update online print edition related magazine for lovers of quality cuisine.
Parallel keywords (Croatian)digitalni mediji digitalni marketing ponašanje potrošača internet društvene mreže Facebook web portali trendovi digitalno doba
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:352107
CommitterGordana Kradijan