Naslov
SOCIAL MEDIA IN BAKERY PRODUCT E-PROMOTION

Autori
Dukić, Branimir ; Dugandžić, Sanja ; Dukić, Stojanka

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

Izvornik
PROCEEDINGS OF THE 9thINTERNATIONAL CONGRESSFLOUR– BREAD ’17 / Jozinović, Antun ; Budžaki, Sandra ; Strelec, Ivica - Osijek : Prehrambeno tehnološki fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2018, 81-06

Skup
9th International Congress Flour-Bread ; 11th Croatian Congress of Cereal Technologists Brašno-Kruh

Mjesto i datum
Opatija, Hrvatska, 25.10.2017. - 27.10.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Internet, e-Marketing, e-Promotion, social media, bakery production promotion

Sažetak
Marketing could be seen as a dominant business philosophy today, oriented on satisfying the needs of consumers. A marketing driven business process starts with market research, and a marketing program is defined after that, based on the acquired information about consumer needs, with a task to answer questions about which product to produce, how to determine the price, how to deliver the product to the consumer, and how to inform the consumer about the product. The answer to these questions is provided by the so-called marketing mix, which in the standardized form consists of the product, the price, the place and the promotion. From the time it originated, in the middle of the last century, marketing probably used all available media to inform the consumer, in the part where it interacts with the consumer, especially in the promotion part, so lately, after the Internet was invented, especially the World Wide Web environment, marketing used this media space more and more intensively for promotion purposes, so one can talk about the existence of electronic promotion, i.e. e- Promotion. However, whether it is physical or electronic media, the practical experiences show that the word-of-mouth marketing, i. e. personal contact and sharing of personal experiences from one consumer to another, is the most efficient form of product promotion. Because of this, social networks have an increasingly important role to play in sharing the personal experiences of consumers in a virtual environment, within the e-Promotion environment. However, social networks also offer significantly greater opportunities than personal contact, as they enable the multilateral (network) exchange of information. For this reason, it is important for the bakery industry to investigate and define the model of social networking for the purpose of electronic promotion of bakery products.

Izvorni jezik
Engleski

Znanstvena područja
Prehrambena tehnologija, Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA