Poslovni potencijal Web 2.0 tehnologija. Razvoj, značajke i primjena internetskog marketinga

Siničković, Ivona. (2016). Poslovni potencijal Web 2.0 tehnologija. Razvoj, značajke i primjena internetskog marketinga. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Sociology. [mentor Nikodem, Krunoslav].

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Abstract

The purpose of this paper is to demonstrate that the usage of Web 2.0 technologies involves more than the collaboration and exchange of information between its users, namely their use in e-commerce and advertisement. The new generation of Web differs from the prior, oneway flow of information, providing two-way communication between its users and computers, as well as between the users themselves, thus enabling the users to become active collaborators, and not only passive observers. The business potential of Web 2.0 resides precisely in social interaction, causing the transformation of marketing programs so as to provide the type of content that enables voluntary exchange between large numbers of users. A part of the paper discusses the basic features of the contemporary consumer society. The development of consumer culture allowed for the expansion of marketing activities on the Internet due to the establishment of consumption as the main focus of social life, resulting in the shift of cultural values, ideas and aspirations towards the purchase of goods, as opposed to other social dimensions. Various promotions of products and services permeate and control our free time, which is why the fast development of online economy can be considered the logical sequence of the development of the consumer society. The paper provides an explanation of e-marketing, as well as of the activities involved in it, which serve as good examples of the expansion of that type of marketing, as well as of the modification of the original purpose of social media. E-marketing utilizes the websites intended for leisure, communication with other users and use of free time so as to achieve business goals of various companies. The significance of this subject also lies in the fact that the development of online economy creates new employment opportunities and alternative hiring methods. The basic features of off-site jobs, jobs performed from afar, but within the computer system of a company, are illustrated in the example of community management. The examples of advertising on social media are blogs and the social networking website Facebook. An emphasis is put on the fact that even though “social” in the syntagm “social media” implies the importance of the users, the encouragement of social interaction, collaboration, sharing and participation, social media is in fact the site of selling advertising space and of finding new ways of placing advertisements.

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