master's thesis
Using Online Tools as PR Techniques: the Case of International Commercial Chains on the Croatian Market

Andrea Vulić (2016)
University of Zadar
Department of Tourism and Communication Sciences
Metadata
TitleKorištenje online alata kao PR tehnike na primjeru inetrnacionalnih trgovačkih lanaca na hrvatskom tržištu
AuthorAndrea Vulić
Mentor(s)Goran Pavelin (thesis advisor)
Abstract
Odnosi s javnošću su u posljednjih nekoliko godina postali neizostavna karika svakog poslovanja. Njihova glavna uloga je da iskomuniciraju ciljeve i kvalitete organizacije i na taj naĉin pridobiju nove te zadrţe već postojeće klijente. Odnosi s javnošću su se modernizirali i prilagodili novim trendovima na trţištu. Neizostavan dio promoviranja je postala nova platforma – internet, odluĉujuća platforma na kojoj se postiţe konkurentska prednost. Zbog toga je iznimno bitno za sve organizacije da razviju kvalitetnu komunikaciju na ovoj platformi koristeći alate koje ona nudi. Novi izumi, otkrića, trendovi i generacije to zahtijevaju. Ovim radom je ispitana uĉinkovitost Web 2.0 komunikacije na promociju trgovaĉkih lanaca. Istraţivanjem je utvrĊeno da trgovaĉki lanci DM, Kaufland, Konzum i Lidl koriste online alate kao PR tehniku te da to pozitivno utjeĉe na njihovo poslovanje.
Keywordspublic relations Internet Web 2.0 online tools retail chains
Parallel title (English)Using Online Tools as PR Techniques: the Case of International Commercial Chains on the Croatian Market
Committee MembersĐani Bunja (committee chairperson)
Mili Razović (committee member)
GranterUniversity of Zadar
Lower level organizational unitsDepartment of Tourism and Communication Sciences
PlaceZadar
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Study programme typeuniversity
Study levelgraduate
Study programmeJournalism and Public Relations
Academic title abbreviationmag. nov. et rel. publ.
Genremaster's thesis
Language Croatian
Defense date2016-02-12
Parallel abstract (English)
In the past few years public relations have become an essential link in every business. Their main role is to communicate the goals and the quality of the organization and gain new and retain existing customers. Public relations have been modernized and adapted to new market trends. An indispensable part of the promotion has become a new platform - the Internet, crucial platform for achieving the competitive advantage. Therefore, it is extremely important for all organizations to develop quality communication on this platform using the tools it offers. New inventions, discoveries, trends and generations require it. This study examined the effectiveness of Web 2.0 communications on the promotion of retail chains. The survey found that retail chains DM, Kaufland, Lidl and Konzum use online tools as a PR technique and that it has a positive effect on their business.
Parallel keywords (Croatian)odnosi s javnošću internet Web 2.0 online alati trgovaĉki lanci
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:162:919186
CommitterMarta Unković