SOCIAL NETWORKS AND THEIR APPLICATION IN THE BUSINESS OF CROATIAN COMPANIES

U ovom završnom radu analizirane su društvene mreže i njihova primjena u poslovanju hrvatskih tvrtki. Društvene mreže su se jako brzo razvile od svojih skromnijih početaka SixDegrees, Friendstera i drugih koji su se smatrali izvornim društvenim mrežama. Društvene mreže omogućuju korisnicima stvaranje i dijeljenje sadržaja, te umrežavanje. Najpopularnije društvene mreže, koje su analizirane u radu su Facebook, Instagram, You Tube, Twitter, TikTok i LinkedIn. Društvene mreže su također popularne i među korisnicima u Republici Hrvatskoj, gdje između ostalog postoji oko 1,9 milijuna korisnika Facebooka i 1,1 milijun korisnika Instagrama. Društvene mreže imaju brojne prednosti, ali i nedostatke kako za poslovne tako i za privatne korisnike. Uz društvene mreže se veže i pojam influencera, pojedinaca koji promoviraju određene marke, proizvode ili usluge svojim pratiteljima putem svojih profila. Utjecaj društvenih mreža na poslovanje u Republici Hrvatskoj u radu se analizira kroz primjere „DM“ Hrvatska, „Kraš“, kampanju „VIP-a“, i kampanje „Red Bulla“.In this final paper, social networks and their application in the business of Croatian companies are analyzed. Social networks have evolved very quickly since their more modest beginnings SixDegrees, Friendster and others that were considered original social networks. Social networks allow users to create and share content, and network. The most popular social networks, which were analyzed in the paper, are Facebook, Instagram, You Tube, Twitter, TikTok and LinkedIn. Social networks are also popular among users in the Republic of Croatia, where there are about 1.9 million Facebook users and 1.1 million Instagram users. Social networks have numerous advantages, but also disadvantages for both business and private users. The notion of influencers is also associated with social networks, individuals who promote certain brands, products or services to their followers through their profiles. The impact of social networks on business in the Republic of Croatia is analyzed in the paper through the examples of "DM" Croatia, "Kraš", the "VIP" campaign, and the "Red Bull" campaign