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Megatrend revija
2019, vol. 16, br. 2, str. 79-100
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 20/09/2019
doi: 10.5937/MegRev1902079R
Creative Commons License 4.0
Tržišna moć digitalnih potrošača u povezanom svetu 24/7/365
Megatrend Univerzitet, Fakultet za poslovne studije, Beograd

e-adresa: mrakic@megatrend.edu.rs, brakic@megatrend.edu.rs

Sažetak

Ovaj rad analizira i predstavlja izvore tržišne moći digitalnih potrošača i marketinške mogućnosti za kompanije u stalno povezanom svetu (24/7/365). Sprovedeno je istraživanje o uticaju studenata povezanih preko društvenih medija na promene na fakultetu i u društvu. Tržišna moć se preusmerava od kompanija ka digitalnim potrošačima. Ključni izvori moći digitalnih potrošača su brojnost, povezivanje sa drugim potrošačima, povećana informisanosrt i znanje, mobilnost i kao rezultat - kontrola komunikacija i uticaj na poslovanje organizacija. Brojni, povezani, informisani i mobilni potrošači mogu da kontrolišu komunikacije i poslovanje preduzeća. Digitalni potrošači imaju moć i to ne bi trebalo posmatrati kao opasnost, već kao mogućnost. Zbog toga su izvori tržišne moći digitalnih potrošača i marketinške mogućnosti predstavljeni u "obliku saća". Zaključak je da digitalni potrošači imaju tržišnu moć samo ako su povezani jedni s drugima i svesni svoje moći. Figurativno govoreći, " jedna pčela ne može postići skoro ništa, ali zajednica može." Slična situacija je kod digitalnih potrošača.

Ključne reči

digitalni potrošači; društveni mediji; tržišna moć; povezani svet; marketinške mogućnosti

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