Naslov
Marketing aspects of social networks

Autori
Biloš, Antun ; Kelić, Ivan

Izvornik
Ekonomska istraživanja (1331-677X) 2 (2012); 153-171

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, pregledni rad, znanstveni

Ključne riječi
Social networks; New media; Marketing on social networks; Web 2.0.

Sažetak
Not only has the development of social networks changed social interaction in general, it has also changed the technology and ways of advertising on the Internet. The development of advertising on social networks has led to a new way of communicating between business entities and consumers. Social networks have replaced the traditional media. Groups based on a common interest are formed on social networks, so business entities can attract both the current and potential consumers by having a “profile” on a network (Facebook, Twitter, YouTube, Linkedin). Experiences from all over the world indicate the increasing role of platform use in marketing. According to the latest relevant research results, the key benefits of social networks include building of a recognized name, increasing turnover and making new business partnerships. In line with the above trend, properties of using social groups for business entities in Croatia should be identified. Forrester, an American company, classifies social network users by the following types: Creators, Conversationalists, Critics, Collectors, Joiners, Spectators and Inactives. Accordingly, business entities should create their profiles on different social networks with multimedia content that can be offered to social network users, i.e. consumers sharing a common interest. Web 2.0 technology contributes to the development of collective awareness. Business entities should therefore increase their use of social networks that have a great effect on our culture, which will consequently lead to their recognizability on the Internet and creation of competitive advantages.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA