CONSUMER PERCEPTION OF THE ROLE OF DIGITAL MARKETING ON CONSUMER BEHAVIOR

Tema ovog završnog rada je percepcija potrošača o ulozi digitalnog marketinga na njihovo ponašanje. U radu su iznesena teorijske spoznaje iz područja ponašanja potrošača, digitalnog marketinga, te ponašanja potrošača u digitalnom okruženju. Provedeno je istraživanje o percepciji potrošača o ulozi digitalnog marketinga u ponašanju potrošača kroz tri dimenzije: kako pojedini elementi digitalnog marketinga utječu na ponašanje potrošača i na njihovo donošenje odluke o kupnji, koliko su neke osobine online kupovine važne za potrošače, te istražiti promišljanje ispitanika o nekim aspektima online trgovine u vrijeme COVID pandemije. Rezultati istraživanja potvrđuju iznesene teorijske saznanje u teoretskom dijelu rada.The topic of this final paper is the perception of consumers about the role of digital marketing on their behavior. The paper presents theoretical knowledge in the field of consumer behavior, digital marketing, and consumer behavior in the digital environment. Research was conducted on consumer perception of the role of digital marketing in consumer behavior through three dimensions: how certain elements of digital marketing affect consumer behavior and their decision to buy, how important some features of online shopping are for consumers, and explore respondents' thinking about some aspects of online commerce at the time of the COVID pandemic. The results of the research confirm the presented theoretical knowledge in the theoretical part of the paper