THE INFLUENCE OF ONLINE ADVERTISING ON CUSTOMER BEHAVIOR

Kroz ovaj završni rad prikazat ćemo općenita ponašanja potrošača, njihove determinante, motive i percepciju te kako donose odluke, koje su njihove potrebe i tipologija ličnosti. Poseban dio rada posvećen je internet marketingu i online oglašavanju. Za pisanje ovog rada korišteni su sekundarni podaci iz dostupne literature i web stranica. Ponašanje potrošača neiscrpna je tema usmjerena na identifikaciju odluka u kupnji. Temelji se na sekundarnim podacima s internetskih stranica potkrijepljenim brojnim primjerima. Internet oglašavanje u Hrvatskoj posebna je tema od rastućeg interesa, stoga je istraživanje usmjereno upravo na analizu navedenog oglašavanja kao i analizu čimbenikaThis final paper will demonstrate general customer behaviour, its determinants, motives and perception, as well as the way in which the consumers make decisions, their needs and typology of their personality. A part of this paper is dedicated to internet marketing and online advertising. Secondary data from the available literature and web pages were used for writing this paper. Consumer behavior is an inexhaustible topic which is focused on identifying purchase decisions based on secondary data from a website supported by numerous examples. Internet advertising is a growing subject in Croatia, so there search is focused precisely on the analysis of the mentioned advertising as well as on the analysis of its further development