THE IMPACT OF SOCIAL NETWORKS ON CONSUMER BEHAVIOR DURING THE PURCHASING PROCESS

Živimo u razdoblju u kojemu potpunu prevlast u ljudskim životima preuzima tehnologija, a poseban značaj vidljiv je u utjecaju kojeg društvene mreže vrše na ponašanje potrošača. Taj utjecaj se prije svega manifestira kroz kreiranje oglasa putem društvenih mreža, koje imaju za cilj privlačenje pažnje kupaca, i u konačnici nesvjesnog poticanja korisnika na kupnju. S druge strane, isti ti načini privlačenja kupaca mogu imati sasvim drugačije, neželjene efekte, ukoliko se nepravilno koriste. Upravo je to i jedan od ciljeva oglašavanja na društvenim mrežama, odabir pravilnog načina kreiranja oglasa, koji će privući korisnike, a ne ih otjerati.We live in time where complete dominance in peoples lives is guided by technology, but special importance is seen in influence of social networks on consumer behavior. That particular influence manifests through creating ads on social networks, which have a goal to attract consumer attention and by using unaware methods convince him into buying things. On the other hand, all of this methods can have completely different, unwanted effects if they aren't used properly. Choosing the right way in creating ads is one of the main goals when creating ads on social networks which will attract new customers and try their best not to lose them