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master's thesis
Upotreba različitih oblika komunikacije u svrhu ostvarenja cilja crowdfunding projekta
2021. urn:nbn:hr:192:261707
Novak, Martin
University of Rijeka
Faculty of Economics and Business

Cite this document

Novak, M. (2021). Upotreba različitih oblika komunikacije u svrhu ostvarenja cilja crowdfunding projekta (Master's thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:261707

Novak, Martin. "Upotreba različitih oblika komunikacije u svrhu ostvarenja cilja crowdfunding projekta." Master's thesis, University of Rijeka, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:192:261707

Novak, Martin. "Upotreba različitih oblika komunikacije u svrhu ostvarenja cilja crowdfunding projekta." Master's thesis, University of Rijeka, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:192:261707

Novak, M. (2021). 'Upotreba različitih oblika komunikacije u svrhu ostvarenja cilja crowdfunding projekta', Master's thesis, University of Rijeka, Faculty of Economics and Business, accessed 12 November 2024, https://urn.nsk.hr/urn:nbn:hr:192:261707

Novak M. Upotreba različitih oblika komunikacije u svrhu ostvarenja cilja crowdfunding projekta [Master's thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2021 [cited 2024 November 12] Available at: https://urn.nsk.hr/urn:nbn:hr:192:261707

M. Novak, "Upotreba različitih oblika komunikacije u svrhu ostvarenja cilja crowdfunding projekta", Master's thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:192:261707

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Metadata
TitleUpotreba različitih oblika komunikacije u svrhu ostvarenja cilja crowdfunding projekta
Title (english)Application of Various Forms of Communication for the Purpose of Achieving the Goal of a Crowdfunding Project
AuthorMartin Novak
MentorIvana First Komen (mentor)
Committee memberIvana First Komen (predsjednik povjerenstva)
Committee memberJasmina Dlačić (član povjerenstva)
Committee memberMaja Vujičić (član povjerenstva)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2021-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Marketinške aktivnosti danas značajno se razlikuju u odnosu na marketinške aktivnosti u prošlosti, a za navedeno je zaslužna suvremena ekonomija koja ne poznaje granice te u kojoj se poslovanje odvija na globalnoj razini uz primjenu informacijske tehnologije. Razvojem informacijskih i komunikacijskih tehnologija, postepeno su razvijani i alternativni oblici financiranja novonastalih poduzetničkih ideja. Alternativni oblik financiranja je i crowdfunding, oblik financiranja u kojem se najčešće od velikog broja potencijalnih podupiratelja ideje traže financijska sredstva u obliku donacija kako bi ideja zaživjela. Sve većim razvojem novih komunikacijskih kanala te sve većom tendencijom novih komunikacijskih kanala za dominacijom nad tradicionalnim kanalima, mogućnosti izbora postale su značajno veće, no u isto je vrijeme odabir ispravne kombinacije istih postao značajno teži. Provedenim istraživanjem dokazano je kako na razinu ostvarenosti crowdfunding projekta utječe prisutnost video prezentacije, financijska podrška obitelji u obliku donacija prije pokretanja projekta, odabir relevantnih tema ažuriranja te učestalost upotrebe digitalnih i plaćenih digitalnih komunikacijskih kanala te učestalost upotrebe društvenih mreža.
Abstract (english)
Marketing activities today are significantly different from marketing activities in the past, and this is due to the modern economy that knows no boundaries and in which business is conducted globally with the use of information technology. With the development of information and communication technologies, alternative forms of financing new entrepreneurial ideas have been gradually developed. An alternative form of financing is crowdfunding, a form of financing in which most often a large number of potential supporters of the idea are asked for financial resources in the form of donations in order for the idea to come to life. With the growing development of new communication channels and the growing tendency of new communication channels to dominate traditional channels, the possibilities of choice have become significantly greater, but at the same time choosing the right combination of them has become significantly more difficult. The research proved that the level of realization of a crowdfunding project is influenced by the presence of a video presentation, financial support of families in the form of donations before starting the project, selection of relevant update topics and the frequency of using digital, paid digital communication channels and social networks.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:192:261707
Study programmeTitle: Business Economics; specializations in: Finance and Banking, Entrepreneurship, Management, Finance and Accounting, Marketing, International Business, IT Business, International Business IT Business
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-11-26 07:55:35