PERCEPTION OF INTERNET MARKETING ACTIVITIES AMONG STUDENT POPULATION IN CROATIA

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, multimedi...

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Bibliographic Details
Published in:Economic research - Ekonomska istraživanja 2012, Vol.Special Issue (2), p.127
Main Author: Marčinko Trkulja, Željka
Format: Web Resource
Language:English
Subjects:
Consumer behaviour
Internet marketing
Stedent perception
Online Access:Get full text
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Summary: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.
ISSN:1331-677X
1848-9664