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master's thesis
Blockchain implementacija u oglašavanju
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2018. urn:nbn:hr:145:967931
Dujak, Dora
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Dujak, D. (2018). Blockchain implementacija u oglašavanju (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:967931

Dujak, Dora. "Blockchain implementacija u oglašavanju." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:967931

Dujak, Dora. "Blockchain implementacija u oglašavanju." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:967931

Dujak, D. (2018). 'Blockchain implementacija u oglašavanju', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 18 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:967931

Dujak D. Blockchain implementacija u oglašavanju [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2024 April 18] Available at: https://urn.nsk.hr/urn:nbn:hr:145:967931

D. Dujak, "Blockchain implementacija u oglašavanju", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:967931

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Metadata
TitleBlockchain implementacija u oglašavanju
Title (english)Blockchain implementation in advertising
AuthorDora Dujak
MentorMladen Pancić (mentor)
Committee memberMladen Pancić (predsjednik povjerenstva)
Committee memberIvan Kristek (član povjerenstva)
Committee memberDomagoj Karačić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2018-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Od svojeg nastanka 2009. godine kroz kriptovalutu Bitcoin pa sve do danas, blockchain tehnologija prerasla je područje financija i pronalazi svoja područja upotrebe u brojnim sferama ljudskog života. Danas je pronalazimo u područjima od financija, preko zdravstva pa sve do logistike i upravljanja opskrbnim lancima. Jedna od zanimljivijih i novijih primjena blockchain tehnologije je u području marketinga, odnosno oglašavanja. Logično, blockchain se najviše primjenjuje u području digitalnog, tj. online oglašavanja. U ovom radu se daje pregled ključnih implementacija blockchain tehnologije u oglašavanje, prednosti koje donosi za oglašivače te nedostataka koji trenutno ograničavaju njezinu širu implementaciju. Kao glavne prednosti uočeno je iskorištavanje općih prednosti blockchain tehnologije kao što su – uspostavljanje povjerenja između oglašivača i primatelja oglašivačke poruke (kupca), izbjegavanje prevara i lažnih oglašivačkih poruka i samih lažnih (nepostojećih) oglašivača, te direktan kontakt bez posrednika između oglašivača i primatelja poruke. Kao trenutno ključne nedostatke blockchain tehnologije u oglašavanju rad navodi još uvijek nedovoljnu brzinu transakcije pri oglašavanju uz pomoć blockchain tehnologije (u odnosu na postojeće načine online oglašavanja) te vrlo visoke tehnološke, organizacijske i kadrovske troškove pri implementaciji u oglašavanje. No, neupitno je kako postoji potencijal za daljnji razvoj ovakvog načina oglašavanja u bliskoj budućnosti.
Abstract (english)
Since its inception in 2009 through Bitcoin's cryptovalut, to date, blockchain technology has owergow the area of finance and finds its areas of use in a number of spheres of human life. We find it today in areas of finance, healthcare, logistics and supply chain management. One of the more interesting and newer uses of blockchain technology is in the field of marketing, especially advertising. Logically, blockchain is most widely used in digital, ie online advertising. This paper gives an overview of the key implementations of blockchain technology in advertising, the advantages it brings to advertisers, and the shortcomings that currently limit its wider implementation. As a major advantage, the exploitation of the general advantages of blockchain technology has been noted, such as: - establishing trust between advertiser and recipient of the advertiser's message (customer), avoiding fraud and false advertising messages, and false (non-existent) advertisers themselves, and direct contact without a mediator between the advertiser and the recipient of the message. As current key bottlenecks, blockchain technology in advertising is still to slow on transaction execution in advertising with blockchain technology (compared to existing online advertising) and very high technological, organizational, and staffing costs in advertising implementation. But there is no doubt that there is potential for further development of this kind of advertising in the near future.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:967931
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
RepositoryEFOS REPOSITORY
Created on2019-01-22 14:08:47

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