UTJECAJ DRUŠTVENIH MREŽA NA DONOŠENJE ODLUKE O KUPNJI : Završni rad

Glavni cilj rada je istražiti značenje društvenih mreža za gospodarske subjekte i pojasniti na koje načine mogu pojedinca potaknuti na kupnju. Potrošač je u središtu poslovanja svakog gospodarskog subjekta i marketinški stručnjaci moraju konstanto istraživati tržište i posvećivati pažnju njihovim promjenjivim željama i potrebama. Budući su društvene mreže postale uvelike popularne među potrošačima te ih oni sve češće koriste, gospodarski subjketi su se okrenuli tom virtualnom svijetu kako bi što bolje približili ponudu potencijalnim kupcima te ih, na kraju, naveli na kupnju. Da bi se istražilo značenje društvenih mreža u ponašanju potrošača, provedeno je primarno istraživanje putem anonimne ankete koja se sastojala od 18 pitanja i provedena je putem Facebook stranice.The main aim of the paper is to investigate the importance of social media for economic entities and to clarify the ways it might stimulate individuals on purchasing. The consumer is at the center of each business and marketing specialists must constantly explore the market and pay attention to their wishes and needs. Since social networks have became largely popular among consumers and they all use them, business entites have turned to this virtuous world to bring the potential bid closer to potential buyers. Social media play a major role in promoting products and services and economic entities can, through various social networks, intirigate a potential buyer and indicate him on purchasing. In order to investigate the importance of social media in consumer buying behaviour, primary research was conducted trough an anonymous survey, which consisted of 18 questions and was conducted through Facebook page