Marčinko Trkulja, Željka (2012) Perception of Internet marketing activities among student population in Croatia. Ekonomska istraživanja (SE2). pp. 127-138. ISSN 1331-677X
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Sažetak
Use of internet technologies as a part of marketing communication strategies is growing rapidly in Croatia. Modern marketing trends are directing communication of millions of consumers through Internet. Since the design of Internet as a marketing channel allows bidirectional communication, multimedia and grouping individuals into networks according to their interest, possibilities for marketing activities are significant. Advantages of internet marketing are low cost and very rapid transmission of information, through a wide internet community and user interaction. In this paper a research in the field of consumer behaviour in internet environment in Croatia is conducted among student population. Perception of reliability of information acquired through Internet is significant for determination of possible future purchase of the product. Results of the study clearly show that interest in information about products on Internet, as a marketing communication channel retains a high level among student population. Study also points out that although technological acceptance is adopted students show restraint in reliability of information on Internet.
| Tip objekta: | Članak |
|---|---|
| Mentor: | NIJE ODREĐENO |
| Dodatne informacije: | SE2/2012 |
| Ključni pojmovi: | internet marketing, consumer behaviour, student perception |
| Teme: | 6 Tehnologija (primijenjene znanosti) > 65 Menadžment i organizacija industrije, trgovine i komunikacija > 658 Poslovni menadžment, upravljanje, administracija. Organizacija poslovanja > 658.8 Marketing. Prodaja. Prodavanje. Distribucija, raspačavanje > 658.89 Kupci kao objekti prodajnih napora. Potencijalni kupci, klijenti |
| Odjeli: | Odjel za ekonomiju i turizam "Dr. Mijo Mirković" |
| Datum pohrane: | 04 Jul 2013 06:22 |
| Zadnja promjena: | 04 Jul 2013 06:22 |
| URI: | http://eknjiznica.unipu.hr/id/eprint/2199 |
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