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master's thesis
UTJECAJ MARKETINGA SADRŽAJA NA NAMJERU WEB KUPOVINE
Diplomski rad
2019. urn:nbn:hr:124:628425
Pavičić, Ana
University of Split
Faculty of economics Split

Cite this document

Pavičić, A. (2019). UTJECAJ MARKETINGA SADRŽAJA NA NAMJERU WEB KUPOVINE : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:628425

Pavičić, Ana. "UTJECAJ MARKETINGA SADRŽAJA NA NAMJERU WEB KUPOVINE : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:628425

Pavičić, Ana. "UTJECAJ MARKETINGA SADRŽAJA NA NAMJERU WEB KUPOVINE : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:628425

Pavičić, A. (2019). 'UTJECAJ MARKETINGA SADRŽAJA NA NAMJERU WEB KUPOVINE : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 16 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:628425

Pavičić A. UTJECAJ MARKETINGA SADRŽAJA NA NAMJERU WEB KUPOVINE : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2019 [cited 2024 November 16] Available at: https://urn.nsk.hr/urn:nbn:hr:124:628425

A. Pavičić, "UTJECAJ MARKETINGA SADRŽAJA NA NAMJERU WEB KUPOVINE : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:124:628425

Metadata
TitleUTJECAJ MARKETINGA SADRŽAJA NA NAMJERU WEB KUPOVINE : Diplomski rad
AuthorAna Pavičić
MentorLjiljana Najev Čačija (mentor)
MBZ: 344153
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2019-05, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Internet je kroz proteklih nekoliko godina postao sastavni dio života svakog pojedinca i poslovnog subjekta. Njegova važnost i mogućnosti primjene dinamično se mijenjaju. Shodno tome, mijenja se značaj digitalnog marketinga koji se u poslovni svijet integrira na različite načine. Content marketing, kao dio strategije digitalnog inbound marketinga, za cilj ima privlačenje potencijalnih kupaca, kao i zadržavanje i održavanje odnosa s postojećim. Temelji se na kreiranju sadržaja kojeg korisnici žele čitati, gledati ili pratiti, te ujedno imati korist od njega. Stavovi su subjektivni konstrukti sudova koji usmjeravaju određeno ponašanje pojedinaca. Kako bi se istražilo da li sadržaj koji poslovni subjekti odašilju korisnicima utječe povoljno ili nepovoljno na njihovo ponašanje potrebno je istražiti kakvi su stavovi potrošača o njemu. U kontekstu ovog rada, istraženo je kakav je stav potrošača prema content marketingu, s obzirom na odabrana četiri ključna elementa a to su informativnost, zabavnost, kredibilitet izvora i estetika. Dodatno, istraženo je kako stavovi o content marketingu utječu na stavove o web kupovini, te konačno na namjeru obavljanja web kupovine.
Abstract (english)
Over the last few years, the Internet has become an integral part of every individual's life and business. Its importance and application features are dynamically changing. Consequently, the importance of digital marketing changes in the business world in a variety of ways. Content marketing, as part of the strategy of digital inbound marketing, aims at attracting potential customers as well as retaining and maintaining relationships with the existing ones. It is based on creating content that users want to read, watch, or track, and also have benefit from it. Attitudes are subjective constructs of the courts that direct certain behavior of individuals. In order to investigate whether the content that business users send to users has a beneficial or unfavorable impact on their behavior, it is necessary to explore what attitudes the consumer views about it. In the context of this paper, it is explored the attitude of the consumer towards content marketing, given the four key elements selected, namely informativeness, entertainment, source credibility and aesthetics. In addition, it was explored that content marketing attitudes affect web shopping attitudes, and ultimately intent on web shopping.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:628425
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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2019-12-05 17:31:50