Naslov
A case study on the the influence of Facebook communication on the brand equity of Mojposao jobsite

Autori
Rulek, Petra ; Ratkić, Hrvoje ; Bačić, Ana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), stručni

ISBN
978-953-7930-08-0

Skup
4th international M-Sphere conference for multidisciplinarity in business and science

Mjesto i datum
Dubrovnik, Hrvatska, 22.10.2015. - 24.10.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Recenziran

Ključne riječi
brand equity ; social networks ; Facebook

Sažetak
After the commercialization of the Internet in the early 1990s, it took quite some time for companies to recognize its potential for marketing activities, especially for brand management. Social networks, platforms which gather users on the basis of common interests, significantly influenced marketing communications activities. Social networks have changed the mindset of consumers, increased the reach of marketing information and the speed of information exchange, which affected word-of- mouth marketing of brands. Facebook was the first social network entered by brands. Today, Facebook and other social networks are significant communication channels to (potential) customers. The final thesis describes the impact of Facebook communication on customer satisfaction and loyalty. The final thesis also describes how brands can improve their market value through effective Facebook communication. After an overview of the brand management and communication strategies theory, research was carried out in the form of a questionnaire on two target groups: Facebook users in general and Facebook users who follow MojPosao jobsite via this social network. The research results confirm the impact of Facebook communication on brands value, highlight the positive and negative qualities of MojPosao jobsite communication as well as suggest a desirable element of Facebook communication.

Izvorni jezik
Engleski

POVEZANOST RADA