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

Sanja Bijakšić (), Brano Markić () and Arnela Bevanda ()
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Sanja Bijakšić: Faculty of Economics, University of Mostar
Brano Markić: Faculty of Economics, University of Mostar
Arnela Bevanda: Faculty of Economics, University of Mostar

European Journal of Business and Economics, 2015, vol. 10, issue 2, 688 volume1: 10

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.

Keywords: M31Integrated Marketing Communication; The Internet; Hi-Square Test; Confirmatory Factor Analysis (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aad:ejbejj:v:10:y:2015:i:2:p:688

DOI: 10.12955/ejbe.v10i2.688

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