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master's thesis
PERCEPCIJA POTROŠAČA O ULOZI DIGITALNOG MARKETINGA NA PONAŠANJE POTROŠAČA
2021. urn:nbn:hr:128:899160
Čabula, Valentina
Karlovac University of Applied Sciences
Business Department

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Čabula, V. (2021). PERCEPCIJA POTROŠAČA O ULOZI DIGITALNOG MARKETINGA NA PONAŠANJE POTROŠAČA (Master's thesis). Karlovac: Karlovac University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:128:899160

Čabula, Valentina. "PERCEPCIJA POTROŠAČA O ULOZI DIGITALNOG MARKETINGA NA PONAŠANJE POTROŠAČA." Master's thesis, Karlovac University of Applied Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:128:899160

Čabula, Valentina. "PERCEPCIJA POTROŠAČA O ULOZI DIGITALNOG MARKETINGA NA PONAŠANJE POTROŠAČA." Master's thesis, Karlovac University of Applied Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:128:899160

Čabula, V. (2021). 'PERCEPCIJA POTROŠAČA O ULOZI DIGITALNOG MARKETINGA NA PONAŠANJE POTROŠAČA', Master's thesis, Karlovac University of Applied Sciences, accessed 16 April 2024, https://urn.nsk.hr/urn:nbn:hr:128:899160

Čabula V. PERCEPCIJA POTROŠAČA O ULOZI DIGITALNOG MARKETINGA NA PONAŠANJE POTROŠAČA [Master's thesis]. Karlovac: Karlovac University of Applied Sciences; 2021 [cited 2024 April 16] Available at: https://urn.nsk.hr/urn:nbn:hr:128:899160

V. Čabula, "PERCEPCIJA POTROŠAČA O ULOZI DIGITALNOG MARKETINGA NA PONAŠANJE POTROŠAČA", Master's thesis, Karlovac University of Applied Sciences, Karlovac, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:128:899160

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Metadata
TitlePERCEPCIJA POTROŠAČA O ULOZI DIGITALNOG MARKETINGA NA PONAŠANJE POTROŠAČA
Title (english)CONSUMER PERCEPTION OF THE ROLE OF DIGITAL MARKETING ON CONSUMER BEHAVIOR
AuthorValentina Čabula
MentorTihana Cegur Radović (mentor)
Committee memberNikolina Smajla (predsjednik povjerenstva)
Committee memberIvana Varičak (član povjerenstva)
Committee memberTihana Cegur Radović (član povjerenstva)
Committee memberBarica Jurković (član povjerenstva)
GranterKarlovac University of Applied Sciences
(Business Department)
Karlovac
Defense date and country2021-10-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Tema ovog završnog rada je percepcija potrošača o ulozi digitalnog marketinga na njihovo ponašanje. U radu su iznesena teorijske spoznaje iz područja ponašanja potrošača, digitalnog marketinga, te ponašanja potrošača u digitalnom okruženju. Provedeno je istraživanje o percepciji potrošača o ulozi digitalnog marketinga u ponašanju potrošača kroz tri dimenzije: kako pojedini elementi digitalnog marketinga utječu na ponašanje potrošača i na njihovo donošenje odluke o kupnji, koliko su neke osobine online kupovine važne za potrošače, te istražiti promišljanje ispitanika o nekim aspektima online trgovine u vrijeme COVID pandemije. Rezultati istraživanja potvrđuju iznesene teorijske saznanje u teoretskom dijelu rada.
Abstract (english)
The topic of this final paper is the perception of consumers about the role of digital marketing on their behavior. The paper presents theoretical knowledge in the field of consumer behavior, digital marketing, and consumer behavior in the digital environment. Research was conducted on consumer perception of the role of digital marketing in consumer behavior through three dimensions: how certain elements of digital marketing affect consumer behavior and their decision to buy, how important some features of online shopping are for consumers, and explore respondents' thinking about some aspects of online commerce at the time of the COVID pandemic. The results of the research confirm the presented theoretical knowledge in the theoretical part of the paper.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:128:899160
Study programmeTitle: Business Administration
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/specijalistica poslovnog upravljanja (stručni/a specijalist/specijalistica poslovnog upravljanja)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-11-26 13:51:10