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.
Highlights
Bijakšić at al (2013) writes the Internet is a contemporary medium, but it represents a new paradigm of marketing by putting the consumer in the role of an offer creator, the most active member of controlling the entire process of production and sales
The instrument of data collection was a questionnaire and hypotheses were tested by using the chi-square test and confirmatory factor analysis
The Internet is an important medium of integrated marketing communication which is used to simplify and accelerate the transmission and presentation of the desired data to a target audience, it simplifies the process of building long-term relations with the customers, but it can trigger the action of a purchase
Summary
Bijakšić at al (2013) writes the Internet is a contemporary medium, but it represents a new paradigm of marketing by putting the consumer in the role of an offer creator, the most active member of controlling the entire process of production and sales. The analysis of attitudes, opinions and behaviour of the Internet users regarding their socio-economic characteristics, and the main activities and objectives of the use of its services are an important source of data for marketing and management in managing and directing the organizational system to goal-setting. The young generation of university students use the Internet on the everyday basis, where some computer services provide better awareness on the events, people and processes in the world, some of them are primarily taught by accessing databases from the narrow professional areas, while others improve communication with other people and so on. According to this research there are three main hypotheses set up: H1: There are differences in the time spent on the Internet due to sex of service users. H3: The main factor of using the Internet is to improve communication with the environment and it dominates compared to other factors
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