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graduate thesis
VIRTUALNA STVARNOST U DIGITALNOM MARKETINGU
2024. urn:nbn:hr:124:036112
Kujundžić-Lujan, Ante
University of Split
Faculty of economics Split

Cite this document

Kujundžić Lujan, A. (2024). VIRTUALNA STVARNOST U DIGITALNOM MARKETINGU (Graduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:036112

Kujundžić Lujan, Ante. "VIRTUALNA STVARNOST U DIGITALNOM MARKETINGU." Graduate thesis, University of Split, Faculty of economics Split, 2024. https://urn.nsk.hr/urn:nbn:hr:124:036112

Kujundžić Lujan, Ante. "VIRTUALNA STVARNOST U DIGITALNOM MARKETINGU." Graduate thesis, University of Split, Faculty of economics Split, 2024. https://urn.nsk.hr/urn:nbn:hr:124:036112

Kujundžić Lujan, A. (2024). 'VIRTUALNA STVARNOST U DIGITALNOM MARKETINGU', Graduate thesis, University of Split, Faculty of economics Split, accessed 25 April 2025, https://urn.nsk.hr/urn:nbn:hr:124:036112

Kujundžić Lujan A. VIRTUALNA STVARNOST U DIGITALNOM MARKETINGU [Graduate thesis]. Split: University of Split, Faculty of economics Split; 2024 [cited 2025 April 25] Available at: https://urn.nsk.hr/urn:nbn:hr:124:036112

A. Kujundžić Lujan, "VIRTUALNA STVARNOST U DIGITALNOM MARKETINGU", Graduate thesis, University of Split, Faculty of economics Split, Split, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:124:036112

Metadata
TitleVIRTUALNA STVARNOST U DIGITALNOM MARKETINGU
Title (english)VIRUTAL REALITY IN DIGITAL MARKETING
AuthorAnte Kujundžić-Lujan
MentorDaniela Garbin Praničević (mentor)
MBZ: ***********
Committee memberDaniela Garbin Praničević (predsjednik povjerenstva)
MBZ: 267124
Committee memberIvana Ninčević Pašalić (član povjerenstva)
MBZ: 373484
Committee memberMario Pepur (član povjerenstva)
MBZ: 274245
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2024, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Business Informatics
Abstract
Ovaj rad istražuje sveprisutnu integraciju virtualne stvarnosti (VR) i općenito umjetne inteligencije (AI) u suvremene strategije digitalnog marketinga. Virtualna stvarnost, koja pruža korisnicima imerzivno iskustvo i umjetna inteligencija, koja omogućava personalizirane interakcije, postaju ključni elementi marketinških kampanja. U radu se analizira kako VR i AI unaprjeđuju korisničko iskustvo, pridonoseći stvaranju emocionalnih veza između potrošača i brendova. Kroz personalizirane reklamne... More kampanje, algoritmi umjetne inteligencije analiziraju podatke o ponašanju korisnika, omogućavajući marketinškim stručnjacima precizno ciljanje publike i prilagodbu sadržaja prema individualnim preferencijama. Dodatno, rad istražuje primjere uspješnih marketinških kampanja koje koriste virtualnu stvarnost i umjetnu inteligenciju, ističući kako ova tehnologija privlači pažnju potrošača kroz inovativne i interaktivne pristupe. Proučava se i utjecaj VR-a na stvaranje autentičnog dojma o proizvodima ili uslugama, čime se potiče povećanje povjerenja potrošača. Naposljetku, ovaj rad naglašava potrebu za kontinuiranim praćenjem razvoja tehnologije i prilagodbom marketinških strategija kako bi se iskoristile prednosti virtualne stvarnosti i umjetne inteligencije. Zaključuje se da ove tehnologije ne samo da revolucioniraju način na koji brendovi komuniciraju s publikom, već i otvaraju vrata novim dimenzijama kreativnosti i učinkovitosti u digitalnom marketingu. Less
Abstract (english)
This paper explores the pervasive integration of virtual reality (VR) and artificial intelligence (AI) into contemporary digital marketing strategies. Virtual reality, providing users with an immersive experience and artificial intelligence, enabling personalized interactions, have become key elements of marketing campaigns. The paper analyzes how VR and AI enhance user experience, contributing to the creation of emotional connections between consumers and brands. Through personalized... More advertising campaigns, AI algorithms analyze user behavior data, allowing marketing professionals to precisely target audiences and customize content based on individual preferences. Additionally, the paper explores examples of successful marketing campaigns utilizing virtual reality and artificial intelligence, highlighting how this technology captivates consumer attention through innovative and interactive approaches. It also examines the impact of VR on creating an authentic impression of products or services, thereby fostering increased consumer trust. Ultimately, this paper underscores the need for continuous monitoring of technological developments and the adaptation of marketing strategies to leverage the advantages of virtual reality and artificial intelligence. It concludes that these technologies not only revolutionize the way brands communicate with their audience but also open doors to new dimensions of creativity and effectiveness in digital marketing. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:036112
Study programmeTitle: GRADUATE PROFESSIONAL PROGRAMME IN MANAGEMENT; specializations in: Project management, Tax management, Accounting
Course: Tax management
Study programme type: professional
Study level: graduate
Academic / professional title: magistar ekonomije (magistar ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) icon
Created on2024-07-12 09:05:35
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