Naslov
Online društvene mreže i njihov marketinški potencijal
(Social network websites and their marketing potential)

Autori
Biloš, Antun

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

Izvornik
Marketing i održivi razvitak / Leko Šimić, Mirna - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2009, 354-368

ISBN
978-953-253-074-2

Skup
21. Kongres CROMAR-a: Marketing – čimbenik održivog razvitka

Mjesto i datum
Osijek, Hrvatska, 08.10.2009. - 10.10.2009

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
social networks, Web 2.0, Internet, promotion, Facebook

Sažetak
Social Network Sites, as a specific form of networking, became a very interesting subject, especially since the mass acceptance of this form of online interaction. Social networks attract the attention of both experts and scientific researchers largely because of the possibilities of using the specific form of communication between users. Social networking is one of the key components of Web 2.0, which is characterized by openness, freedom and collective intelligence, but the most important characteristic is the exceptional interactivity between users. This work starts from the beginning of the historical development in order to show how these communities have changed and developed. It then shifts its focus to actual web sites. On the example of these Social Network Sites the attributes which characterize them today are determined and described in order to give a full picture of their state and marketing possibilities. More than 300 different active online social networks exist today. Each has its own specific characteristics, beginning with the idea of connecting, the dominant target group, the possibility of interaction and visual identity. We take a special look at the value of social networks and the way of determining their value and specific types of networks that are present in the global Internet space today. Parallel with the most important, general (horizontal) social networks like Facebook, Myspace, LinkedIn etc., less specific (vertical) social networks of various marketing niches, which do not stand out with its size and the number of users but with the homogeneity of their user base and their interests are described. The most important social networks are globally positioned and available to everyone with Internet access. But there are those who search for their target groups in the population of a certain country which is mostly reflected through the language that is used in a network. This work also gives a general picture of the state of social networks and their users in the Croatian Internet scene with estimates of further development in the near future. Since we are observing online social networks from a marketing perspective, their marketing potential, which mostly refers to integrated marketing communication and to all the effects that can be achieved by appropriately using social networking, is accentuated and commented. At the very end, the current marketing value and the reach of social networks is summed up and directions in which the future research of this subject will go are given.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA