Naslov
Role of digital marketing on student organizations online presence and activities

Autori
Turkalj, Davorin ; Štimac, Helena ; Helajz, Valentina

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

Izvornik
INTERDISCIPLINARY MANAGEMENT RESEARCH XVI / Barković, D ; Heinz Dernoscheg, K. (ur.). - Opatija, 2020, 351-365

Skup
16th Interdisciplinary Management Research (IMR 2020)

Mjesto i datum
Opatija, Hrvatska, 07.05.2020. - 09.05.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
student organizations, digital marketing, online presence, student activities

Sažetak
This paper examines the level of digital marketing application among student organizations as a specific form of non-profit activity. Although the main goal of a student organization is not to generate revenue but to motivate and engage students to be involved in the organization activities, it is pointed out that digital marketing plays a significant role when it comes to achieving all of the organization’s goals. Surely, student organizations have a positive impact on the student society and the environment in which they operate, so it is impor-tant to systematically evaluate how these organizations performed relative to the topic covered in this paper. Besides the overview of student activities pre-sented a thorough overview of the work of a student organization, this paper examines and analyses overall digital presence, websites, and social media, and the impact it has on motivating their targeted audience into taking action. Stu-dent association activities and quality of those activities are examined using an online questionnaire, and a short interview with representatives of student as-sociations. Research is being carried out to increase understanding of an influ-ence student organizations have on the student population, their engagement in projects they implement, how student associations promote active participa-tion and behavior that leads to increasing membership. Results obtained in this research show that student associations that actively use digital technology and implement some form of digital marketing have a better chance of achieving their organizational goals.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA