Ivan Kelić

MARKETING ASPECTS OF SOCIAL NETWORKS

Abstract Not only has the development of social networks changed social interaction in general, it has also changed the technology and ways of advertising on the Internet. The development of advertising on social networks has led to a new way of communicating between business entities and consumers. Social networks have replaced the traditional media. Groups based on a common interest are formed on social networks, so business entities can attract both the current and potential consumers by having a “profile” on a network (Facebook, Twitter, YouTube, Linkedin). Experiences from all over the world indicate the increasing role of platform use in marketing. According to the latest relevant research results, the key benefits of social networks include building of a recognized name, increasing turnover and making new business partnerships. In line with the above trend, properties of using social groups for business entities in Croatia should be identified. Forrester, an American company, classifies social network users by the following types: Creators, Conversationalists, Critics, Collectors, Joiners, Spectators and Inactives. Accordingly, business entities should create their profiles on different social networks with multimedia content that can be offered to social network users, i.e. consumers sharing a common interest. Web 2.0 technology contributes to the development of collective awareness. Business entities should therefore increase their use of social networks that have a great effect on our culture, which will consequently lead to their recognizability on the Internet and creation of competitive advantages.

Mobile Learning Usage and Preferences of Vocational Secondary School Students: The cases of Austria, the Czech Republic, and Germany

Abstract The purpose of this paper is to determine the current status of mobile device usage and mobile learning adoption in vocational education and training (VET) secondary schools in three European Union countries (Austria, the Czech Republic, and Germany). The research focused on exploring students’ mobile device usage habits, their attitudes toward education in the context of mobile application support, and preferences regarding mobile learning features. The research confirmed a high level of mobile device usage among secondary school students on a daily basis; smartphones and laptops were the most commonly used devices. The vast majority of participants perceived themselves to be advanced mobile device users, but reported a deficit of ICT-assisted mobile learning experience. However, the majority of respondents with prior ICT-assisted education experience described it as a positive or very positive experience. In addition, study participants tended to agree that mobile learning will play a significant role in education in the future. The paper also explored the reported differences among the students in the three countries and suggested several implications for understanding students’ views of mobile learning. The findings provide insights into possibilities of m-learning implementation while creating a framework for m-learning application development in the VET secondary school environment.