Preliminary communication
PERCEPTION OF INTERNET MARKETING ACTIVITIES AMONG STUDENT POPULATION IN CROATIA
Željka Marčinko Trkulja
Abstract
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.
Keywords
Internet marketing; Consumer behaviour; Stedent perception
Hrčak ID:
104001
URI
Publication date:
1.12.2012.
Visits: 1.635 *