OGLAŠAVANJE MALOPRODAJNIH LANACA U HRVATSKOJ PUTEM DRUŠTVENIH MREŽA

professional thesis

• Author: Ivana Šulentić
• Mentor: Sanda Renko (mentor); MBZ: 246584
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Blaženka Knežević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2019-09-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U ovom radu analizira se značaj i važnost oglašavanja putem društvenih mreža u maloprodaji. U današnje vrijeme društvene mreže nameću se kao vrlo učinkovit alat za promociju proizvoda u maloprodaji pa je upravo zato odabrana i tema ovog rada. U radu se prije svega definira oglašavanje s posebnim osvrtom na oglašavanje u maloprodaji. Društvene mreže kao vrlo učinkoviti alat oglašavanja u maloprodaji objašnjene su u sljedećem poglavlju s posebnim osvrtom na dvije društvene mreže Facebook i Twitter. U radu se također analiziraju načini oglašavanja putem te dvije mreže. U istraživačkom dijelu rada, istražuje se intenzitet postojeće uporabe društvenih mreža od strane najvećih trgovačkih lanaca u Republici Hrvatskoj, u kojoj mjeri i na koji način trgovački lanci na tržištu Republike Hrvatske koriste društvene mreže kao medij za oglašavanje. Osim toga analiziraju se stajalištima sudionika društvenih mreža vezano uz utjecaj oglašivačkih aktivnosti trgovačkih lanaca putem društvenih mreža u Republici Hrvatskoj.

Abstract (english)

This work analyzes the importance and meaning of advertising in retail through social networks. Nowadays social networks are being introduced as a very effective retail product promotion tool, so for that reason the theme of this paper was chosen. In the work, first of all, advertising is defined with special reference to retail advertising. Social networks as a highly effective retail advertising tool are explained in the next chapter with a special focus on two social networks: - Facebook and Twitter. The work also analyzes the ways of advertising through these two networks. In the research part is explored the intensity of the existing use of social networks by the largest chain stores in the Republic of Croatia, to what extent and how the commercial chains on the Croatian market use social networks as an advertising medium. In addition are analyzed the attitudes of social network participants regarding the impact of advertising activities of retail chains through social networks in the Republic of Croatia.

• Keywords: oglašavanje; društvene mreže; trgovački lanci; maloprodaja
• Keywords (english): advertising; social networks; retail chains; retail
• Language: croatian
• URN:NBN: urn:nbn:hr:148:889024
• Study programme: Title: Trade management; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica menadžmenta trgovine (sveučilišni/a specijalist/specijalistica menadžmenta trgovine)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Repository: REPEFZG
• Created on: 2019-10-23 16:47:55