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Purpose: The literature in relationship orientation and social media reveals an important gap: there is no formal construct or measurement of relationship- building activities in social media that has been theoretically developed and empirically validated. Therefore, an approach that adequately reflects such efforts, activities and behaviors is called for – one we refer to as relationship orientation in social media (ROSM). To fill this gap in the literature and research, we use qualitative methods to conceptualize ROSM and identify its key dimensions, which is the main purpose of this work. Methodology: We conduct a review of the literature and field interviews in order to develop a better understanding of ROSM. We used a purposive sample that included 30 marketing and non-marketing managers in Croatia and Italy. Additional interviews were conducted with 12 business academics that have expert knowledge in the field. Results: Based on the literature review and field interviews, we adopted a behavioral perspective of ROSM. Such an orientation, aside from continuous interactions with customers, also incorporates knowledge building and dissemination and the development of trust and bonding. Finally, based on the insights from the interviews and the review of the literature, we generated a preliminary pool of 37 items. Conclusion: We believe the main contribution of the work lies in a deeper understanding of relationship- building activities and behaviors in social media through the conceptualization and development of a measure of ROSM construct, making it operational and applicable not only for future research but also for marketing practitioners.

Cilj rada: Društveni mediji omogućuju intenzivnu komunikaciju i stvaranje odnosa s potrošačima zbog čega su postali neizostavan dio marketinških programa. Sve je teže doprijeti do potrošača koji imaju manje vremena, a u svakom su trenutku okruženi brojnim podražajima i informacijama, no istraživanja pokazuju da značajan dio vremena provode na društvenim medijima. Kako bi privukli pažnju potrošača od poduzeća se očekuje da dosegnu i približe se potrošaču na nove načine te im ponude vrijednosti i sadržaj koji će ih zainteresirati i zadržati. Tu se kao jedan od pristupa sve učestalije koristi nostalgija koja se kroz usmjerenost na emocije pokazala kao velik potencijal u stvaranju veza s potrošačima. Stoga se u ovom se radu nastoji istražiti uloga nostalgičnih i modernih sadržaja u poticanju angažiranosti potrošača u kontekstu društvenih medija. Metodologija: Provedeno je kvantitativno istraživanje analizom sadržaja objava na službenoj Facebook stranici Jamnice kao marke koja je u 2018. godini aktivno koristila apel na nostalgiju u svojim objavama, kombinirajući ih s objavama modernog sadržaja. Rezultati: Rezultati istraživanja pokazuju da u usporedbi s objavama modernog sadržaja, objave s apelom na nostalgiju potiču veću angažiranost potrošača te su takve objave uspješnije po broju sviđanja, komentara i dijeljenja na društvenim mrežama. Naime, korisnici se rado prisjećaju prošlih događaja koji u njima bude emocije pa ih stoga i rado ističu i dijele s drugima. Zaključak: Rezultati upućuju na to da apel na nostalgiju može izazvati visoku angažiranost potrošača na društvenim medijima. Upravo stoga, u situacijama kada je to primjereno poduzeća bi trebala koristiti apel na nostalgiju kao taktiku koja pozitivno utječe na ponašanje potrošače, podsjećajući ih na bogatu tradiciju marke i predstavljajući je kao neizostavan dio njihovih života.

U današnje vrijeme poslovanje bez marketinga ne ostvaruje svoje potencijale. Marketing je danas sveprisutan u različitim pojavnim oblicima a ono što smo htjeli postići pisanjem ovakvog sveučilišnog udžbenika je upravo izučavanje marketinga na način kako bi ga se moglo primjereno izučavati na obaveznom kolegiju Osnove marketinga na Ekonomskom fakultetu u Zagrebu. Namjera je da studenti kao budući aktivni sudionici i kreatori poslovnog okruženja na ispravan način sagledavaju osnove marketinga te da u neposrednoj budućnosti primjenjuju sveobuhvatnu marketinšku filozofiju u svom poslovanja.

Today, companies have an increasing need to integrate stakeholders in CSR processes. The emergence of web 2.0 platforms and social media not only facilitates stakeholder interaction, but has also led to a new form of interaction opportunity called co-creation. We use a single case study of The Unilever Sustainable Living Lab to empirically test the virtual CSR dialogs framework, which is the main contribution of the paper. More specifically, we examine the extent to which CSR value can be generated by incorporating specific social media platforms that allow co-creation among users and companies. The findings indicate dialog characteristics were critical when designing co-creation dialogs on sustainability. Additionally, we confirmed the link between dialog characteristics and community identification and CSR expectations. However, the model failed to illustrate the difference between opportunities of co-creation, i.e., dialog characteristics, and actual co-creation experience.

As bloggers become more influential due to their credibility and reach, companies and brands begin to see them as potential collaborators and aim at forming tight brand- blogger relationships that should benefit both parties. The main issue that emerges is how to perceive monetary incentives aimed at bloggers in the newly formed brand-blogger relations – as a sin, or virtue? We address this question in detail by providing evidence from a case study and a survey conducted on Italian bloggers. Our findings help develop a better understanding of brand-blogger relations and the role of monetary incentives, and shed a new, even counterintuitive, light on an aspect (the role of monetary incentives in these relations) that is most of the times overlooked or underrated. We find that monetary incentives play a determining role in bloggers’ assessment of brand relationships, as well as in their general perception of brand relationships.

Social media has been attracting attention of marketers attempting to fully exploit its benefits. However, there is no formal construct or measurement of relationship-building activities in social media that has been theoretically developed and empirically validated. The main purpose of this paper is to conceptualize relationship orientation in social media (ROSM) and develop and empirically test the psychometric properties of the relationship orientation in social media (ROSM) measurement. By conceptualizing ROSM as multidimensional, behavioral and process-based we develop a deeper understanding of relationship-building activities in social media. An additional contribution lies in the development of a measure of ROSM, making it operational and applicable in empirical studies.

The purpose of this paper is to explore the main characteristics of social media guidelines (SMG) of profit and nonprofit organizations and determine whether organizations communicate these guidelines effectively to employees and volunteers. We use content analysis to analyze fifty social media guidelines based on a framework formerly used to assess business documents and ethical codes. The results indicate the majority of guidelines received average scores, which implies they barely manage to stimulate change, direct action, provide facts or emphasize the importance of building trust. From a practical perspective, this research provides marketing professionals with a framework to analyze the organizations' SMGs to reveal gaps, point to opportunities for improvement or take the findings into account when developing new guidelines.

Today, companies operate in a dynamic environment, characterized by fast technological development, vast competition and globalization as well as constant changes in the market which has led to the growing awareness of the importance of developing long term, profitable relationships with various stakeholders or partners. Combined with the emergence of social media during the 1990s that facilitate the development and maintenance of such relationships, the two concepts gain even more importance, and are often considered as crucial factors for a company's success. Moreover, both concepts have been referred to as new marketing paradigms that had a profound impact on marketing theory and practice. With the decreasing marketing efficiency of mass communication, the concept of relationship building in social media is becoming more appealing to marketing academics and practitioners. However, even though relationship building has been identified as one of the company’s main objectives in social media, it has not been conceptualized or measured adequately. On the other hand, existing conceptualizations of a more general relationship orientation, in addition to having certain conceptual and methodological issues, do not take into account the specificities of the social media context. For this reason, we argue in favor of the development of a new construct - relationship orientation in social media (ROSM), and its operationalization that would enable both academics and practitioners to measure the degree to which a company is oriented towards relationship-building in social media. The main focus of our study was to develop an understanding of the key features of ROSM. More specifically, our aim is to determine the domain and definition of the construct and its measurement. As a secondary objective, we aimed at developing an understanding of the impact of ROSM on company performance. Given the objectives defined, a mixed method approach was used. The literature review of relationship marketing, social media and strategic orientation, was used as the basis for the conceptualization of ROSM. The empirical research was conducted in several stages. First we conducted field interviews in order to develop a better understanding of relationship orientation and its specificities in social media. More specifically, the main purpose of this stage was to develop a working definition of the ROSM construct and a preliminary pool of items to measure it. Additionally, the insights from the interviews were used to identify the key outcomes and influencing factors of the ROSM-performance link. In the second stage we used the Delphi method to refine the preliminary pool of items, which resulted in the refined measurement scale. Finally, we conducted quantitative research to empirically test the new construct measurement and evaluate its psychometric properties. Our findings indicate Relationship Orientation in Social Media (ROSM) is a behavioral, process-based, multidimensional construct consisting of three dimensions: (1) Knowledge generation, dissemination and management, (2) trust and bonding and (3) interaction facilitation and management. As a result, the key features of our view of ROSM are (1) the focus on current and potential customers and their communities in social media, (2) continuity and process-based view that incorporate generation, dissemination and management of knowledge and (3) focus on specific activities rather than attitudes and beliefs. The construct can be measured with a multi- item scale, and has satisfactory psychometric properties. We also identified several business and customer-based performance measures and introduced environmental and internal factors that may influence the ROSM-performance link. The main contribution of the dissertation and research is the conceptualization of relationship orientation in social media (ROSM), the operationalization of the construct by developing a measurement scale and the exploration of the link between relationship orientation in social media and company performance.

Rad prikazuje probleme s kojima se suočavaju neprofitne organizacije prilikom provedbe aktivnosti odnosa s javnošću te nudi nekliko praktičnih savjeta

Today, companies operate in a dynamic environment, characterized by fast technological development, large-scale competition and globalization as well as constant changes in the market which has led to the growing awareness of the importance of relationships and customer retention (Grönroos, 1994). The decreasing efficiency of the mass, impersonal or one-to-many communication has lead to the increasing interest in the concepts of relationship marketing and social media, often used to communicate with customers directly. Even more so, since relationship marketing as a concept relies on the idea of value co-creation by means of cooperation and interaction between companies/brands and consumers (Payne et al. 2007 ; Prahalad 2004 ; Grönroos, 2007). Furthermore, the benefits of communicating and co-creating value with consumers online via social media were not only in the focus of practitioners seeking alternative communication and business approaches ; researchers began exploring the many ways in which the emergence of social media affects both the consumer and the company (see Cova 1997). This resulted in several streams of literature focused predominantly on the effect of social media on a company’s competitive advantage (e.g. Lynn, Maltz, Jurkat, Hammer, 1999), the effect of social media communication on different target audiences (Andersen, et al, 2007) and various research focused on specific social media platforms and their use (e.g. Eastment, 2010 ; Adams, 2010). Hence, the growing body of literature in relationship marketing in the 1990s and 2000s, as well as a growing interest in researching the benefits of social media reflects the growing importance of these two areas, that are so often considered critical for a company's success. Still, there is limited literature available that reflects the activities and behaviors of organizations that characterize themselves as being “relationship-oriented”. More specifically, a “relationship-oriented” organization is one whose actions are consistent with the relationship marketing concept based on „identifying and establishing, maintaining, enhancing and, when necessary, terminating relationships with customers and other stakeholders, at a profit so that the objectives of all parties involved are met ; and this is done by mutual exchange and fulfillment of promises“ (Grönroos 1994). The main contribution of this research is the examination of the components and application of the relationship orientation (RO) to social media from the company perspective.

Pregled i kritički osvrt na temeljne pojmove i teorije lobiranja, kao i kontekst u kojem lobiranje provode neprofitne organizacije. Osnovni doprinos rada je u utvrđivanju stavova/percepcije neprofitnih organizacija prema lobiranju.

In democratic societies lobbying represents a peculiar way of communicating with influential individuals and organizations in the decision making process. The purpose of this paper is to present the current state of lobbying industry in Croatia (with regard to the nonprofit sector) and compare it to countries in the region, namely ex-Yugoslavian countries.

Many companies are investing in providing civil society organizations with funds for their activities. Although companies tend to provide funds themselves, in case of mediation the source of funding could be unclear. An especially important industry exhibiting this problem is the gambling industry, having a generally negative public perception while simultaneously investing large sums in the NGO sector. The goal of this paper is to analyze the general awareness of fund recipients regarding the sources of funding they receive.

In a dynamic and competitive marketing environment, companies strive for new markets, market segments/niches, strategies, market shares and, of course, larger profit margins. The above mentioned becomes obvious when we look at the growing interest in emerging transition/post-transitions markets, especially in South East Europe (SEE) region. Evidence(s)? Increasing numbers of consulting companies and agencies specialized in tracking and analyzing emerging markets and their potential ; successful exchange/transfer of knowledge through internal and external benchmarking projects ; successful organizational changes, etc. – not only in business sector, but in local communities and society in general as well. The purpose of this paper is, therefore, to depict the overall/interwoven societal and business potential of the South East Europe region, with special emphasis on the regional integration potential(s). Secondly, the paper will present the regional integration marketing strategy of Carlsberg South East Europe. By using standard case-study method combined with related theoretical background based upon relevant secondary data, authors will present relevant contemporary situation analyses and their key elements by (re)defining goals, describing the decision making process and resulting regional approach, regional centers and the regional business evenness (standardization) principle. Empirical part of this qualitative research is based upon series of in-depth interviews with managers representing Carlsberg South East Europe. Finally, the paper offers practical examples and challenges of strategy implementation by presenting regional marketing communication strategy and tactics at the (specific) brand level. All related stakeholders and processes are thoroughly analyzed in order to provide valuable insight in best-practice experiences that could easily be considered as useful benchmarks for entities in wider geographical/political region.

Priručnik “Odrazi se znanjem - društveno korisno učenje u praksi” pripremljen je tijekom provedbe projekta “Odrazi se znanjem - pokreni zajednicu”: Fakulteti i udruge zajedno za održivi razvoj lokalnih zajednica. Projekt je osmišljen s idejom poticanja i podrške suradnji visokoobrazovnih institucija i organizacija civilnog društva (OCD-a) primjenom metode društveno korisnog učenja (DKU-a) i izravnim uključivanjem studenata u rad udruga za razvoj zajednice i opće dobro. U aktivnosti projekta su bili uključeni studenti i nastavnici dva fakulteta (Ekonomski i Grafički fakultet Sveučilišta u Zagrebu) koji su provodili metodu društveno korisnog učenja u 13 kolegija. U projekt je bilo uključeno i 20 zagrebačkih udruga. Tijekom projekta proveden je modularni trening-program za nastavnike s fakulteta te predstavnike udruga. Proveden je i niz edukativnih radionica za studente. Ukupno je 40 studenata bilo aktivno angažirano u udrugama, gdje su uz podršku mentora, timski radili na konkretnim zadacima unaprjeđenja vidljivosti i boljeg upravljanja. Ovaj smo priručnik pripremili kako bismo predstavili naše iskustvo u provedbi te metode i olakšali onima koji se spremaju provesti DKU.

The purpose of the paper is to understand whether children of different ethnicity, age and gender relate to brand logos in different ways in term of brand representation and brand symbolism. Children begin to understand symbolic aspects of consumption at early age, enhancing the importance to observe and explain certain pattern of behavior in very young children. The paper extends existing research by including more diverse sample of children with different ethnic background and the research was administered across three testing sessions, assessing level of brand representation and symbolism in children aged 3 to 5 years. The findings indicated that brand representation and understanding brand symbolism commences at an early age. Differences in the perceptions among children with different demographic characteristic were identified, with potential implication on the effects of branding.

The main purpose of this study was to understand behavioral drinking patterns in accordance with positive alcohol outcome expectations. The data were collected on a sample of students from Bosnia and Herzegovina. Several regression models were used to observe alcohol consumption continuum in interaction with binge drinking. Results have shown the existence of marginal point where binge drinking behavior doesn’t affect positive outcome expectancies, but the non-binge drinkers believe that intensive drinking leads to positive outcomes. This study contributes to deeper understanding of relation among drinking patterns and positive alcohol expectancies as a starting points for social marketing strategies.

The 11the EMAC Regional Conference 2020 was a unique and different conference compared to previous EMAC conferences. It was the only EMAC conference in 2020, due to the COVID19 pandemic, and the first EMAC conference in history to be held completely online. In that sense, the 11th EMAC Regional Conference became the meeting point for 169 marketing academics and practitioners not only from the region but from 36 countries all over the world. In the advent of new technologies that have (re)shaped our world in the past several decades, doing marketing research has become more exciting, but also more challenging than ever. Today, there is no area of marketing that has not been affected by technology ; from the evolving landscape of martech ; the role of technology in mapping the consumer journey and the consumer decision-making process ; the rise of multi-sided platforms and omnichannel marketing ; big data and prescriptive analytics ; artificial intelligence, virtual and augmented reality to strategic and ethical implications and challenges such developments bring. This is why we have decided to call for more interdisciplinarity and collaboration in marketing research, and define “Challenging the status quo in marketing research” as the overarching theme of this year’s conference. The 11th EMAC Regional Conference Proceedings offer a collection of 37 papers presented at the conference. They cover a variety of attractive marketing topics using a wide range of methodologies ; from qualitative and quantitative to mixed-methods research. Also, the papers provide insights from both the consumer and company perspective to answer new and contemporary marketing problems related to food marketing, privacy concerns, sensory marketing, sustainable consumption, shared vs public mobility services, and value co-creation. Furthermore, the researchers aimed to shed more light on branding in different contexts, the COO effect, and retailing, both offline and online. Some are providing new perspectives on business tourism, entrepreneurial marketing and other areas of non- profit marketing Since the majority of the papers was written in very challenging times and circumstances, we would like to congratulate and express our gratitude to all the authors for their persistence and willingness to write the papers and participate in the conference. Also, we are very grateful to our reviewers who contributed to the conference (please see a full list at the end of Conference Proceedings). Finally, we would like to invite you to browse through and read these papers to use them as a stepping stone for your future research.

The paper explores artist-entrepreneur’s opinions about the elements of the marketing mix of cultural product. Artists-entrepreneurs are professionals who manage their art business independently and require artistic and entrepreneurial knowledge. A qualitative study on the sample of ten artists-entrepreneurs was conducted to reveal their opinions and practices in managing a marketing mix. Results showed that artist-entrepreneurs perceive marketing only as a promotion. Also, they consider their artworks as cultural products. However, they believe that the price differs drastically because of the degree of intangibility for some cultural products. Networking, WOM, and social media are the most important promotional tools for artists. Distribution takes form of a live performance or product is delivered personally. Artist- entrepreneurs stressed the need for more business education in art schools.