ATTITUDE RESEARCH OF THE STUDENT POPULATION ABOUT SOCIAL MEDIA MARKETING

Abstract

<p>By combining technology and social interaction, social media play a role in creating personal value for users. Since they enable the exchange of text, photos and videos, social media attract a large number of users whose communication is based on common interests. Thanks to their characteristics and reach, social media have become very popular in the business world. Considering the fact that they are very easily accessible via mobile phones, social media are becoming an almost indispensable subject of strategic planning of marketing activities of almost every company, regardless of its activity. One of the most commonly used social media, in addition to online communities and blogs, are social networks. The aim of this paper is to research the attitudes of the student population about social media marketing. The survey of attitudes is conducted on a sample of students studying at the Faculty of Economics Brčko in Brčko and the Faculty of Business Economics Bijeljina in Bijeljina. There were used methods of generalization, analysis and synthesis, as well as statistical methods.</p>