engleski

THE IMPACT OF SOCIAL NETWORKS MARKETING ON THE COMPANY'S BUSINESS IN THE NORTHWEST OF CROATIA

The subject matter of the paper is an overview of the development of marketing, the comparison of traditional and digital forms of marketing and determining how social network marketing affects business operations of a company. Today, the companies can choose between numerous traditional and digital marketing activities. The social networks today are one of the most widely used channel of communication on the Internet representing a huge potential for enhancing the company's visibility and improving business operations. The purpose of this paper is to examine whether the companies in northwestern parts of Croatia predominantly use the traditional or digital marketing, whether they use social networks for marketing promotional activities and what kind of an influence these forms of marketing activities have on business operations of the company. The survey was conducted using an anonymous questionnaire on the sample of 81 companies from the Varaždin County, Međimurje County, Krapina-Zagorje County and Koprivnica- Križevci County, and by analysing the literature. The results of the survey have shown that most companies use social networks and that marketing activities on social networks have a positive impact on business operations of most companies.

marketing 4.0, digital marketing, traditional marketing, social network

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