VIĐENJE MENADŽERA HRVATSKIH PODUZEĆA O UTJECAJU DRUŠTVENIH MREŽA NA MARKE PODUZEĆA*
| Autor: | Kutnjak, Franja, Gregurec, Iva |
|---|---|
| Přispěvatelé: | Gregurec, Iva, Lacković Vincek, Zrinka, Lozić, Joško, Vuković, Dijana, Globočnik Žunac, Ana |
| Jazyk: | chorvatština |
| Rok vydání: | 2020 |
| Předmět: | |
| Zdroj: | CroDiM : International Journal of Marketing Science Volume 3 Issue 1 |
| ISSN: | 2584-7236 |
| Popis: | Usvajanjem digitalne tehnologije u poslovanje svakog pojedinog poduzeća na današnjem dinamičnom i globalnom tržištu marke postaju sve važnija stavka u diferencijaciji proizvoda i usluga. Pritom se upravo marke najčešće ističu kao jamstvo ispunjenja određenih očekivanja potrošača od tih proizvoda ili usluga i stvaranja slike o vrijednosti samih maraka. Iako postoje razni faktori koji utječu na sam koncept vrijednost marke i na kupčevu percepciju te iste vrijednosti, s obzirom na današnje tržište u kojem društvene mreže svakim danom zauzimaju sve značajnije mjesto, postavlja se pitanje koji utjecaj društvene mreže imaju na marke poduzeća što je ujedno i tema ovog rada. Osim teorijske osnove marke i koncepta vrijednosti iste, uloge društvenih mreža za kreiranje marke, rad prikazuje i što se događa s markom iz perspektive menadžera hrvatskih poduzeća pojavom društvenih mreža. S ciljem dobivanja odgovora provedeno je kvalitativno istraživanjem provođenjem dubinskih intervjua na menadžerima hrvatskih poduzeća u svrhu prikupljanja primarnih podataka, čija je analiza prikazana u samom radu. By adopting digital technology into the business of each individual company in today's dynamic and global market, brands are becoming an increasingly important item in the differentiation of products and services. In doing so, brands are most often emphasized as a guarantee of meeting certain consumer expectations of these products or services and creating an image of the value of the brands themselves. Although there are various factors that influence the very concept of brand value and the customer's perception of that same value. Given the current market in which social networks are increasingly important every day, the question is what impact social networks have on corporate brands, which is the topic of this paper. In addition to the theoretical basis of this paper where the theory of the brand itselve and the concept of its value, and the role of social networks for creating a brand is presented, this paper also shows the influence of social networks on corporate brands from the perspective of the managers of Croatian companies. For the purpose of writting this paper, a qualitative research was conducted by in-depth interviews with the managers of Croatian companies for the purpose of collecting primary data, whose data analysis is presented in the paper. |
| Databáze: | OpenAIRE |
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