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2018, vol. 49, br. 4, str. 311-320
Razumevanje motiva koršćenja društvenih mreža u funkciji unapređenja komunikacije sa potrošačima
aUniverzitet Privredna akademija u Novom Sadu, Fakultet za ekonomiju i inženjerski menadžment - FIMEK
bUniverzitet Privredna akademija u Novom Sadu, Pravni fakultet za privredu i pravosuđe

e-adresagardasevic.jovana@gmail.com, majaciric79@yahoo.com
Ključne reči: Društvene mreže; Motivi korišćenja društvenih mreža; Fejsbuk; Savremene marketing komunikacije
Sažetak
Danas se komunikacija u poslovnom svetu ne može zamisliti bez upotrebe društvenih mreža. One su postale globalni komunikacijski fenomen i predstavljaju informaciono-komunikacionu revoluciju. Društvene mreže svoju primenu pronalaze u svim domenima poslovanja. One takođe igraju značajnu ulogu u marketinškim aktivnostima i neizbežan su alat u savremenoj marketinškoj komunikaciji. Predmet ovog rada ogleda se u traženju odgovora na pitanje zašto potrošači koriste društvene mreže, preciznije, koji su njihovi motivi za korišćenje društvenih mreža. Značaj poznavanja motiva ogleda se u njihovoj neophodnosti za jasnije sagledavanje i kreiranje celokupne marketing strategije koje kompanije preduzimaju na društvenim mrežama kako bi adekvatno komunicirale sa svojim potrošačima. Poznavanje motiva svakako vodi ne samo kreiranju već i poboljšanju marketing komunikacije na društvenim mrežama. Cilj rada jeste da se kroz pregled dosadašnjih istraživanja prikažu glavni motivi za korišćenje društvenih mreža kako bi se mogle kreirati uspešnije marketing kampanje koje su namenjene potrošačima, a koje će biti najučinkovitije za postizanje krajnjeg cilja kompanije. Rezultati istraživanja prikazani u ovom radu, s jedne strane mogu se upotrebiti kao osnova za dalja empirijska istraživanja, ali i za unapređenje marketinške prakse i komunikacije na društvenim mrežama.
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O članku

jezik rada: srpski
vrsta rada: prethodno saopštenje
DOI: 10.5937/markt1804311G
objavljen u SCIndeksu: 28.03.2019.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0