Pregledni rad
ATTITUDES OF CONSUMERS ON THE INFLUENCE OF SOCIAL NETWORKS ON PURCHASING DECISION MAKING PROCESS
Lucija Tomašek
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Iva Gregurec
orcid.org/0000-0002-2429-0335
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Sažetak
Nowadays, the development of technology is obviously changing the lifestyle of individuals. Therefore, companies must adapt to these changes if they want to be with their customers and keep them. Social networks are the ones that have a great impact on consumers and their behavior when making a purchase decision. Therefore, companies need to adopt the right strategy to conduct a marketing campaign through social networks in order for their business to be successful. This paper presents the theoretical framework of the influence of social networks on consumer purchasing decision-making process and the results of the conducted research to see what the impact of social networks on purchase decision really is on Croatian market.
Ključne riječi
marketing activities; digital marketing; social networks; consumer behavior; purchase decision
Hrčak ID:
275583
URI
Datum izdavanja:
15.3.2022.
Posjeta: 1.114 *