Marketing na društvenim mrežama javnih ljekarni i specijaliziranih prodavaonica

master's thesis

• Title (english): Social media marketing of community pharmacies and specialised stores
• Author: Borna Andres
• Mentor: Ivan Pepić (mentor)
• Committee member: Ivan Pepić (predsjednik povjerenstva)
• Committee member: Petra Turčić (član povjerenstva)
• Committee member: Lovorka Vujić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Pharmacy and Biochemistry; (Department of pharmaceutical technology); Zagreb
• Defense date and country: 2022, Croatia
• Scientific / art field, discipline and subdiscipline: BIOMEDICINE AND HEALTHCARE; Pharmacy; Pharmacy

Abstract

Društvene mreže su važan alat za prikupljanje i širenje informacija te njihova uloga u marketingu postaje sve veća. Mogućnosti koje društvene mreže pružaju korisnicima, poput oglasa, recenzija i razmjene poruka, pružaju priliku ljekarnama i specijaliziranim prodavaonicama za promet na malo lijekovima i medicinskim proizvodima za poslovni rast i izgradnju brenda. Istraživanje je ispitalo trenutni utjecaj marketinga na društvenim mrežama na posjete i kupnju u ljekarnama i specijaliziranim prodavaonicama u Hrvatskoj, spremnost korisnika na praćenje profila ljekarni i specijaliziranih prodavaonica i kupnju putem internet ljekarni, utjecaj recenzija na odabir ljekarne ili specijalizirane prodavaonice, spremnost na kontaktiranje ljekarni ili specijaliziranih prodavaonica putem društvenih mreža te vrstu objava na profilima ljekarni i specijaliziranih prodavaonica koje su najpopularnije među korisnicima njihovih usluga.

Abstract (english)

Social networks are an important tool for gathering and sharing the information, and their role in marketing is on the rise. The possibilities which social networks offer to the customers, like advertisements, recensions and chat boxes, are giving the pharmacies and specialised stores for the retail sale of medicines and medicinal products the opportunity for the business growth and creating a brand. This research has examined the current influence of the digital marketing on the visits and purchases in pharmacies and specialised stores in Croatia, the willingness of the users to follow a pharmacy or specialised store profile and to make a purchase at the online pharmacy, the influence of the recensions on the selection of the pharmacy or the specialised store, the willingness to contact pharmacies or specialised stores on social networks and the type of the posts on pharmacy and specialised store profiles which are the most popular among the users of their services.

• Keywords: marketing; društvene mreže; javne ljekarne; specijalizirane prodavaonice
• Keywords (english): marketing; social networks; community pharmacies; specialised stores
• Language: croatian
• URN:NBN: urn:nbn:hr:163:083716
• Study programme: Title: Pharmacy; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra farmacije (magistar/magistra farmacije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-03-28 13:22:36