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Attitudes And Opinions Of Young Population On The Concept Of The Internet As A Form Of Integrated Marketing Communication

Author

Listed:
  • Sanja Bijakšić

    (Faculty of Economics, University of Mostar)

  • Brano Markić

    (Faculty of Economics, University of Mostar)

  • Arnela Bevanda

    (Faculty of Economics, University of Mostar)

Abstract

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.

Suggested Citation

  • Sanja Bijakšić & Brano Markić & Arnela Bevanda, 2015. "Attitudes And Opinions Of Young Population On The Concept Of The Internet As A Form Of Integrated Marketing Communication," European Journal of Business and Economics, Central Bohemia University, vol. 10(2), pages 6881:10-688, January.
    • Handle: RePEc:aad:ejbejj:v:10:y:2015:i:2:p:688
    DOI: 10.12955/ejbe.v10i2.688
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    More about this item

    Keywords

    M31Integrated Marketing Communication; The Internet; Hi-Square Test; Confirmatory Factor Analysis;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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