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master's thesis
Analiza razvoja marketinških strategija u industriji videoigara
2021. urn:nbn:hr:251:207311
Papiga, Daria
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Papiga, D. (2021). Analiza razvoja marketinških strategija u industriji videoigara (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:207311

Papiga, Daria. "Analiza razvoja marketinških strategija u industriji videoigara." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:207311

Papiga, Daria. "Analiza razvoja marketinških strategija u industriji videoigara." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:207311

Papiga, D. (2021). 'Analiza razvoja marketinških strategija u industriji videoigara', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 27 December 2024, https://urn.nsk.hr/urn:nbn:hr:251:207311

Papiga D. Analiza razvoja marketinških strategija u industriji videoigara [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2021 [cited 2024 December 27] Available at: https://urn.nsk.hr/urn:nbn:hr:251:207311

D. Papiga, "Analiza razvoja marketinških strategija u industriji videoigara", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:251:207311

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Metadata
TitleAnaliza razvoja marketinških strategija u industriji videoigara
Title (english)Analysis of the Development of Marketing Strategies in the Video Game Industry
AuthorDaria Papiga
MentorIva Buljubašić (mentor)
Committee memberIvica Šola (predsjednik povjerenstva)
Committee memberMarina Đukić (član povjerenstva)
Committee memberIva Buljubašić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2021-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
Videoigre prisutne su desetljećima, omogućavajući naraštajima novi hobi i razonodu. Od svojega početka, industrija videoigara značajno je napredovala, sukladno s tehnologijom. Videoigre postale su kompleksnije za napraviti, ali i igrati. Važno je spomenuti kako marketing i komunikacija koja se ostvaruje s potencijalnim kupcima igraju važnu ulogu u procesu prodaje i podizanju popularnosti videoigre. Potreba za oglašavanjem videoigara otvorila je nove načine brendiranja videoigara putem kratkih videa, streaminga te influencera na društvenim mrežama. Utjecaj i načini izvođenja marketinških strategija različito djeluju na pojedine generacije. U ovome se radu proučavaju određene vrste marketinških komunikacija i djelovanje koje one ostvaruju na svaku od tri generacije (X, Y i Z). Osim teorijskog dijela, u empirijskom se dijelu rada putem anketiranja prukupljaju i analiziraju dobiveni podaci s ciljem utvrđivanja koliki je utjecaj određena vrsta oglašavanja ostvarila na generacije pojedinačno.
Abstract (english)
Video games have been among us for decades, giving generations new hobbies and entertainment. Since its inception, gaming industry has advanced significantly in line with technology. Video games have become complex to make as well as play. It is important to mention that the marketing and communication that takes place with potential customers play an important role in the sales process and raising the popularity of video games. The need to advertise video games has opened up new ways of branding video games through short videos, streaming, and influencers on social networks. The impact and ways of implementing marketing strategies affect various generations differently. In this paper, certain types of marketing communications and the effects they achieve on each of the three generations (X, Y and Z) are studied. In addition to the theoretical part, the empirical part of the paper collects and analyzes the obtained data through surveys in order to determine the impact of a particular type of advertising has been achieved on generations individually.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:207311
Study programmeTitle: University graduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science
Course: Cultural Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra kulturologije uz naznaku smjera (magistar/magistra kulturologije uz naznaku smjera)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-10-22 08:13:00