PRELIMINARY STUDY OF PERSONAL MARKETING IN THE DIGITAL ENVIRONMENT: ATTRIBUTES AND PERCEPTION OF INTERNET USERS IN CROATIA

Autor: Ruzic, Drago, Antun Biloš, Radulovic, Filip
Jazyk: angličtina
Rok vydání: 2018
Předmět:
Zdroj: Ekonomska Misao i Praksa, Iss 1, Pp 209-229 (2018)
Ekonomska misao i praksa
Volume 27
Issue 1
BASE-Bielefeld Academic Search Engine
Publons
Antun Biloš
ISSN: 1330-1039
1848-963X
Popis: The paper focuses on the rapidly changing digital technologies and their influence on the development of personal marketing and personal branding. Digital technologies have fundamentally changed various personal and professional communication systems, as well as communication habits and attitudes of their users. Consequently, personal marketing has been strongly influenced by the development of information and communication technologies, especially internet and mobile availability. Personal web-sites, social networks, mobile applications and various other tools allow individuals to create their personal digital identities and allow self-positioning. The current usage of internet-based tools for personal branding and related preferences and attitudes of Croatian internet users were the main sections of the conducted research. Data was collected through an online survey. The preliminary research analysis is provided, which shows respondents’ views on the impact of digital technologies on privacy and online presence. Collected data shows extensive internet use, especially on a daily basis, empowered by omnipresence of mobile devices, smart phones and even wearables. In addition, users rely heavily on various social networks and mobile applications mostly for limited communication groups (friends and family). However, respondents are in general not familiar with online personal marketing and most of them don’t have personal websites or other tools for personal branding.
Rad je usredotočen na brze promjene digitalnih tehnologija i njihov utjecaj na razvoj osobnog marketinga i osobnog brendiranja. Digitalne tehnologije su od temelja promijenile različite osobne i poslovne komunikacijske sustave, kao i komunikacijske navike i stavove njihovih korisnika. U skladu s tim, na osobni marketing snažno je utjecao razvoj informacijsko-komunikacijskih tehnologija, posebice interneta i mobilne dostupnosti. Osobna web-sjedišta, društvene mreže, mobilne aplikacije i drugi alati omogućavaju pojedincima oblikovanje osobnih digitalnih identiteta i osobno pozicioniranje. Glavne cjeline provedenog istraživanja govore o trenutnoj upotrebi internetskih alata za osobno brendiranje, kao i povezane preferencije i stavove internetskih korisnika u Hrvatskoj. Podaci su prikupljeni internetskom anketom. Analiza provedenog primarnog istraživanja pokazuje stavove ispitanika o utjecaju digitalnih tehnologija na privatnost i mrežnu prisutnost. Istraživanje pokazuje visoku razinu korištenja internetom, posebice na dnevnoj razini, uz oslanjanje na sveprisutne mobilne uređaje te mobilne aplikacije za zatvorene komunikacijske grupe (obitelj i prijatelji). Uz spomenuto, ispitanici nisu u većoj mjeri upoznati s mrežnim osobnim marketingom te većina ne posjeduje osobno web-sjedište i ne koristi se drugim alatima za osobno brendiranje.
Databáze: OpenAIRE
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