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undergraduate thesis
Primjena blockchain tehnologije u marketingu
Stručni završni rad
2024. urn:nbn:hr:129:587577
Kesić, Ivana
The University of Applied Sciences Baltazar Zaprešić

Cite this document

Kesić, I. (2024). Primjena blockchain tehnologije u marketingu : Stručni završni rad (Undergraduate thesis). Zaprešić: The University of Applied Sciences Baltazar Zaprešić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:129:587577

Kesić, Ivana. "Primjena blockchain tehnologije u marketingu : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2024. https://urn.nsk.hr/urn:nbn:hr:129:587577

Kesić, Ivana. "Primjena blockchain tehnologije u marketingu : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2024. https://urn.nsk.hr/urn:nbn:hr:129:587577

Kesić, I. (2024). 'Primjena blockchain tehnologije u marketingu : Stručni završni rad', Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, accessed 23 April 2025, https://urn.nsk.hr/urn:nbn:hr:129:587577

Kesić I. Primjena blockchain tehnologije u marketingu : Stručni završni rad [Undergraduate thesis]. Zaprešić: The University of Applied Sciences Baltazar Zaprešić; 2024 [cited 2025 April 23] Available at: https://urn.nsk.hr/urn:nbn:hr:129:587577

I. Kesić, "Primjena blockchain tehnologije u marketingu : Stručni završni rad", Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, Zaprešić, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:129:587577

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Metadata
TitlePrimjena blockchain tehnologije u marketingu : Stručni završni rad
Title (english)Application of Blockchain Technology in Marketing
AuthorIvana Kesić
MentorKrešimir Jurina (mentor)
Committee memberVladimir Šimović (predsjednik povjerenstva)
Committee memberAlisa Bilal Zorić (član povjerenstva)
GranterThe University of Applied Sciences Baltazar Zaprešić
Zaprešić
Defense date and country2024-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Information Systems and Information Science
Abstract
Blockchain tehnologija, koja se prvobitno pojavila kao temelj kriptovaluta poput Bitcoina, sve više pronalazi primjenu u raznim industrijama, uključujući marketing. Ova tehnologija nudi značajne prednosti u marketingu kroz poboljšanje transparentnosti, sigurnosti i učinkovitosti marketinških procesa. Transparentnost koju pruža blockchain omogućava precizno praćenje i verifikaciju marketinških kampanja, smanjujući mogućnost prijevara i povećavajući povjerenje potrošača. Sigurnost podataka postaje ključna s obzirom na sve strože regulative o zaštiti privatnosti, a blockchain tehnologija omogućuje pohranu i obradu podataka na decentraliziran i siguran način. Pametni ugovori automatiziraju razne marketinške aktivnosti, smanjujući administrativne troškove i povećavajući učinkovitost. Tokenizacija unutar blockchaina omogućava razvoj inovativnih programa vjernosti koji povećavaju angažman potrošača. Unatoč brojnim prednostima, blockchain tehnologija suočava se s izazovima poput skalabilnosti, energetske potrošnje i regulatornih nesigurnosti. Međutim, daljnji razvoj i integracija blockchain tehnologije obećavaju značajne inovacije koje će oblikovati budućnost marketinga.
Abstract (english)
Blockchain technology, initially emerging as the foundation of cryptocurrencies like Bitcoin, is increasingly finding applications across various industries, including marketing. This technology offers significant advantages in marketing by enhancing the transparency, security, and efficiency of marketing processes. The transparency provided by blockchain allows for precise tracking and verification of marketing campaigns, reducing the potential for fraud and increasing consumer trust. Data security becomes crucial given the increasingly stringent privacy regulations, and blockchain technology enables the storage and processing of data in a decentralized and secure manner. Smart contracts automate various marketing activities, reducing administrative costs and increasing efficiency. Tokenization within blockchain allows for the development of innovative loyalty programs that enhance consumer engagement. Despite its numerous benefits, blockchain technology faces challenges such as scalability, energy consumption, and regulatory uncertainties. However, further development and integration of blockchain technology promise significant innovations that will shape the future of marketing.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:129:587577
Study programmeTitle: Business Economy - Undergraduate Professional Study; specializations in: Menadžment uredskog poslovanja
Course: Menadžment uredskog poslovanja
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni provstupnik / stručna prvostupnica menadžmenta uredskog poslovanja (stručni provstupnik / stručna prvostupnica menadžmenta uredskog poslovanja)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2025-04-17 11:14:08