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2013, vol. 68, br. 3, str. 552-557
Organizacija elektronskog prenošenja informacija na sajtovima društvenih mreža kao deo integrisanih komunikacija sa potrošačima
Megatrend Univerzitet, Fakultet za poslovne studije, Beograd
Ključne reči: organizacija društvenih mreža; marketinške komunikacije; e WOM
Sažetak
U ovom radu su razmatrani neki aspekti društvenih medija u Internet okruženju. Akcenat rada predstavlja analiza elektronskog prenošenja informacija od usta do usta (eWOM) i njen uticaj u društvenim mrežama na marketinške aktivnosti. Rad prikazuje razmatranu problematiku sa većeg broja organizacionih aspekata. U radu je pokazano da sajtovi društvenih mreža imaju hibridnu ulogu u integrisanim marketinškim komunikacijama.
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O članku

jezik rada: srpski
vrsta rada: stručni članak
objavljen u SCIndeksu: 02.09.2013.