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master's thesis
VIRALNI MARKETING I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA
Diplomski rad
2020. urn:nbn:hr:124:165153
Ravlić, Mila
University of Split
Faculty of economics Split

Cite this document

Ravlić, M. (2020). VIRALNI MARKETING I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:165153

Ravlić, Mila. "VIRALNI MARKETING I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:165153

Ravlić, Mila. "VIRALNI MARKETING I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:165153

Ravlić, M. (2020). 'VIRALNI MARKETING I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:165153

Ravlić M. VIRALNI MARKETING I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2020 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:124:165153

M. Ravlić, "VIRALNI MARKETING I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:124:165153

Metadata
TitleVIRALNI MARKETING I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA : Diplomski rad
AuthorMila Ravlić
MentorMirela Mihić (mentor)
MBZ: 220980
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2020-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj rada je pomoću kvalitativnog istraživanja saznati koliko su potrošači upoznati s viralnim marketingom i kako prihvaćaju njegovu primjenu u marketinškoj komunikaciji. Empirijsko istraživanje provodilo se korištenjem metode fokus grupe od osam sudionika. Nakon teorijskog pregleda izneseni su rezultati empirijskog istraživanja. Na temelju rasprave u fokus grupi došlo se do zaključka da potrošači viralne poruke smatraju pozitivnim načinom komunikacije te da su ujedno spremni viralnu poruku podijeliti s prijateljima. Što se tiče hipoteze o pozitivnom utjecaju viralnog marketinga na ponašanje potrošača, ona je djelomično prihvaćena. Kao jedan od doprinosa ovog rada je pružiti marketinškim stručnjacima smjernice za kreiranje viralne poruke koje potrošači smatraju vrijednim dijeljenja.
Abstract (english)
The aim of this paper was to find out how consumers are familiar with viral marketing and to accept its use in marketing communications through qualitative research. Empirical research was conducted using the method of focus group of eight participants. After a theoretical review, we presented the results of empirical research. Based on the discussion in the focus group, it was concluded that consumers consider the viral message as a positive way of communication and that they are also ready to share the viral message with friends. As for the hypothesis of a positive impact of viral marketing on consumer behavior, it is partially accepted. One of the contributions of this paper is to give marketing professionals guidelines for creating a viral message that consumers find worth sharing.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:165153
Study programmeTitle: Business Studies
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
Created on2020-10-06 20:21:39