ISTRAŽIVANJE UTICAJA MARKETINGA NA DRUŠTVENIM MREŽAMA NA LOJALNOST POTROŠAČA BRENDU U REPUBLICI SRBIJI

Ekonomist 1 (2022) (55-64)

AUTHOR(S) / АУТОР(И): Sara Kostić

E-MAIL: sara97kostic@gmail.com

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DOI: 10.46793/EKONOMIST1.1.5

ABSTRACT / САЖЕТАК:

Izgradnja i održavanje lojalnosti brendu su jedna od centralnih tema istraživanja za marketing stručnjake. Marketing stručnjaci su koristili različita sredstva da održe lojalnost svojih kupaca brendu. Jedno od novijih sredstava je marketing na društvenim mrežama. Cilj ovog istraživanja je da se identifikuje uticaj marketinga na društvenim mrežama na lojalnost kupaca brendu u Republici Srbiji, s obzirom na to da koncept dobija sve veću pažnju u marketing krugovima. Uzorak čine kupaci koji prate najmanje jedan brend na društvenim mrežama u Srbiji. Podaci su  prikupljeni putem strukturisanog upitnika sa uzorkom od 238 ljudi i testirani putem višestruke regresione analize. Rezultati studije su pokazali da lojalnost kupaca brendu pozitivno utiče kada brend (1) nudi korisne kampanje, (2) nudi relevantan sadržaj, (3) nudi popularan sadržaj, (4) pojavljuje se na različitim platformama i nudi aplikacije na društvenim mrežama. Testiranje je obavljeno pomoću statističko-ekonometrijskog softvera SPSS. Kupci više vole da dele muziku, sadržaj povezan sa tehnologijom, zabavan sadržaj, ali i vlastite fotografije i stavove na platformama društvenih mreža. Na samom kraju rada date su preporuke za dalja istraživanja u ovoj oblasti.

KEYWORDS / КЉУЧНЕ РЕЧИ:

marketing na društvenim mrežama, potrošači, lojalnnost brendu, sadržaj, promocija.

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