The impact of social networks on consumer behavior and their choice of purchasing

U istraživanju se objašnjava pojam društvenih mreža od samog početka umrežavanja; napredak tehnologije donosi i ubrzani razvoj i pojavu različitih društvenih mreža. O ubrzanosti pojave i brojnosti društvenih mreža u istraživanju nam slikovito pokazuje i ilustracija lente vremena na kojoj je prikazana pojava društvenih mreža. O odabranim društvenim mrežama se kasnije u radu detaljnije govori. Rad obuhvaća i područje poslovne komunikacije gdje se kroz vrste i oblike poslovne komunikacije pobliže upoznaje s pojmom, nakon čega se objašnjvaju i pojmovi e – komunikacije i e – marketinga koji su ključni za oglašavanje putem društvenih mreža. Izabrane su mreže Linkedln, Facebook, Twiter, My Space, Google+ te je opisan način na koji funkcioniraju te kako se najbolje mogu iskoristiti za promoviranje, odnosno oglašavanje. Za svaku mrežu pojedinačno navedene su poneke značajke i način otvaranja profila, te je objektivno donesen sud o isplativosti promoviranja na svakoj od njih usporedno s ostalima. Smatra se da je najisplativije za poduzeće promovirati se, ako ima mogućnosti, na svim dostupnim društvenim mrežama, što bi povećalo šanse za uspjeh. Istraživanju doprinosi i provedeno istraživanje autora na stotinjak ispitanika putem online ankete. U anketi se od ispitanika očekivalo da iznesu svoje mišljenje i iskustva vezana uz promotivne aktivnosti na društvenim mrežama i stav koliko takve aktivnosti dopiru do njiih samih.The research explains the notion of social networks since the beginning of networking; technology advances bring the accelerated development and appearance of different social networks. About the acceleration of the occurrence and the number of social networks in the research we are also illustrated by the illustration of the lens of time in which the appearance of social networks is shown. About the selected social networks are discussed later in the paper. The paper also covers the field of business communication, where the types and forms of business communication get acquainted with the concept more closely, after which the concepts of e - communications and e - marketing are also key to social networking. Selected networks are Linkedln, Facebook, Twiter, My Space, Google+, and they describe how they work and how they can best be used for promotion or advertising. Each of the networks individually lists some of the features and the way of opening the profile, and a court of fairness on promoting each and every one of them was objectively compared to others. It is considered to be the most cost-effective way for a company to promote, if available, all available social networks, which would increase the chances of success. The survey contributed and conducted a survey of about one hundred respondents through online surveys. In the survey, the respondents expected to express their opinions and experiences regarding promotional activities on social networks and the attitude that such activities reach to their own