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ATTITUDES AND OPINIONS OF YOUNG POPULATION ON THE CONCEPT OF THE INTERNET AS A FORM OF INTEGRATED MARKETING COMMUNICATION

CBU International Conference on Innovation in Science and Education

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Title ATTITUDES AND OPINIONS OF YOUNG POPULATION ON THE CONCEPT OF THE INTERNET AS A FORM OF INTEGRATED MARKETING COMMUNICATION
 
Creator Bijakšić, Sanja; Faculty of Economics, University of Mostar
Markić, Brano; Faculty of Economics, University of Mostar
Bevanda, Arnela; Faculty of Economics, University of Mostar
 
Subject M31, Integrated Marketing Communication, The Internet, Hi-Square Test, Confirmatory Factor Analysis
M31
 
Description Integrated Marketing Communication  is both the system and the process of development and implementation of multiple forms of communication with the market. Its  long-term goal is to strengthen relations  with the  current customers but also to attract new customers. Therefore, the primary goal of integrated marketing communication is to have  influence on the behaviour of customers  in order to  shape and change their views and opinions. The marketing communication mix  consists of advertising, direct marketing communications, sales promotion, personal selling, public relations, publicity and outdoor advertising. This study  analyzes the attitudes and opinions of  young population regarding  the Internet as one of the most important media market communications. The instrument of data collection was a questionnaire and hypotheses were tested by using the chi-square test and confirmatory factor analysis.
 
Publisher CBU, o.p.s.
 
Contributor —
 
Date 2015-12-17
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://ojs.journals.cz/index.php/EJBE/article/view/688
10.12955/ejbe.v10i2.688
 
Source European Journal of Business and Economics; Vol 10, No 2 (2015)
1804-9699
10.12955/ejbe.v10i2
 
Language eng
 
Relation http://ojs.journals.cz/index.php/EJBE/article/view/688/634
 
Rights Copyright (c) 2016 Sanja Bijakšić, Brano Markić, Arnela Bevanda
https://creativecommons.org/licenses/by/3.0/