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2021, vol. 52, br. 1, str. 32-42
Marketing usmeren na online brend zajednice na primeru kompanije Zara
aUniverzitet Privredna akademija u Novom Sadu
bVisoka škola strukovnih studija za informacione tehnologije, ITS, Beograd
cUniverzitet Metropolitan, Fakultet za menadžment, Beograd

e-adresanevenka.popovic.sevic@fsu.edu.rs, anja12517@its.edu.rs, milica.slijepcevic@metropolitan.ac.rs, milena.ilic@fsu.edu.rs
Ključne reči: online brend zajednice; ponašanje potrošača; društveni mediji; modni brend; Zara
Sažetak
U današnje vreme sveje brža ekspanzija u domenu tehnoloških dostignuća, a sa uvođenjem Interneta u našu svakodnevnicu došlo je do velikih promena u načinima povezivanja ljudi i načinima komunikacije. Ljudi su počeli da se povezuju online. Online zajednice nastale su kao mreža ljudi koji su putem specifičnih online medija okupljeni oko istih interesovanja, bilo privatnih ili poslovnih, stvarajući ogromnu platformu za razmenu informacija, iskustava i znanja koja prevazilazi sve geografske, društvene i vremenske barijere. Kao nova platforma za razmenu informacija, online zajednice takođe predstavljaju i novi kanal preko koga kompanije promovišu svoje poslovanje i svoje proizvode, i omogućavaju nove dodirne tačke sa kupcima, koji danas imaju sve veću moć, dostupnost i pristup informacijama. U radu će biti analiziran marketing usmeren na online zajednice potrošača na primeru kompanije Zara.
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O članku

jezik rada: engleski
vrsta rada: pregledni članak
DOI: 10.5937/markt2101032P
objavljen u SCIndeksu: 16.07.2021.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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