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master's thesis
ULOGA I VAŽNOST ONLINE MARKETINGA SADRŽAJA (CONTENT MARKETING): POSLOVNI KONTEKST
2024. urn:nbn:hr:124:162960
Kilić, Tina
University of Split
Faculty of economics Split

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Kilić, T. (2024). ULOGA I VAŽNOST ONLINE MARKETINGA SADRŽAJA (CONTENT MARKETING): POSLOVNI KONTEKST (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:162960

Kilić, Tina. "ULOGA I VAŽNOST ONLINE MARKETINGA SADRŽAJA (CONTENT MARKETING): POSLOVNI KONTEKST." Master's thesis, University of Split, Faculty of economics Split, 2024. https://urn.nsk.hr/urn:nbn:hr:124:162960

Kilić, Tina. "ULOGA I VAŽNOST ONLINE MARKETINGA SADRŽAJA (CONTENT MARKETING): POSLOVNI KONTEKST." Master's thesis, University of Split, Faculty of economics Split, 2024. https://urn.nsk.hr/urn:nbn:hr:124:162960

Kilić, T. (2024). 'ULOGA I VAŽNOST ONLINE MARKETINGA SADRŽAJA (CONTENT MARKETING): POSLOVNI KONTEKST', Master's thesis, University of Split, Faculty of economics Split, accessed 21 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:162960

Kilić T. ULOGA I VAŽNOST ONLINE MARKETINGA SADRŽAJA (CONTENT MARKETING): POSLOVNI KONTEKST [Master's thesis]. Split: University of Split, Faculty of economics Split; 2024 [cited 2024 December 21] Available at: https://urn.nsk.hr/urn:nbn:hr:124:162960

T. Kilić, "ULOGA I VAŽNOST ONLINE MARKETINGA SADRŽAJA (CONTENT MARKETING): POSLOVNI KONTEKST", Master's thesis, University of Split, Faculty of economics Split, Split, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:124:162960

Metadata
TitleULOGA I VAŽNOST ONLINE MARKETINGA SADRŽAJA (CONTENT MARKETING): POSLOVNI KONTEKST
Title (english)THE ROLE AND IMPORTANCE OF ONLINE CONTENT MARKETING: BUSINESS CONTEXT
AuthorTina Kilić
MentorIvana Kursan Milaković (mentor)
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2024, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Svrha ovog rada bila je ispitati utjecaj online marketinga sadržaja na poslovanje poduzeća. Istraživačka pitanja primarno su se odnosila na strateški pristup online marketingu sadržaja, kreiranje vrijednog sadržaja za ciljnu skupinu te ishode online marketinga sadržaja koje tvrtka smatra važnima za poslovanje. Za potrebe istraživanja, u intervjuu je sudjelovalo pet poduzeća iz različitih industrija djelovanja u Republici Hrvatskoj. Rezultati istraživanja pokazali su da je online marketing sadržaja izuzetno bitan i isplativ za poslovanje poduzeća, bez obzira na to u kojoj industriji djeluje. Poduzeća shvaćaju važnost online prisutnosti. Neka manje, neka više, ali sva poduzeća njeguju strateški pristup u skladu sa svojim ciljevima i trenutnim mogućnostima. Dodatno, sadržaj kreiraju s obzirom na prikupljene podatke o ciljnoj skupini, sa željom da pruže vrijedan, pravovremen, zanimljiv i koristan sadržaj. Teorijske i praktične implikacije, ograničenja i smjernice za buduća istraživanja istaknuti su na kraju ovog rada.
Abstract (english)
The purpose of this study was to examine the impact of online content marketing on business operations. The research questions primarily relate to the strategic approach to online content marketing, the creation of valuable content for the target group, and the outcomes of online content marketing that the company considers important for business. For the purposes of the research, five companies from different industries operating in the Republic of Croatia participated in the interview. The results of the research showed that online content marketing is extremely important and profitable for business operations, regardless of the industry in which it operates. Businesses understand the importance of online presence. Some less, some more, but all companies cultivate a strategic approach in accordance with their goals and current opportunities. Additionally, the content is created with regard to the collected data about the target group, with the desire to provide valuable, timely, interesting and useful content. Theoretical and practical implications, limitations and guidelines for future research are highlighted at the end of this thesis.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:162960
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni magistar ekonomije (sveučilišni magistar ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-05-20 12:27:35