Livestreaming Potential in the Context of Marketing Communication in the Regional Market

Plantić Tadić, Diana; Ivanković, Jadranka; Novoselec, David

Scientific paper - Original scientific paper

Livestreaming Potential in the Context of Marketing Communication in the Regional Market

In: Preserving, Evaluating and Developing the Mediterranean. Zagreb: Institute of Social Sciences Ivo Pilar; VERN' University; Scientific Council for Anthropological Research, Croatian Academy of Sciences and Arts (HAZU), 2023. pp. 513-521. urn:nbn:hr:146:921560

Plantić Tadić, Diana; Ivanković, Jadranka; Novoselec, David

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Preserving, Evaluating and Developing the Mediterranean | Book

Cite this document

APA 6th Edition

Plantić Tadić, D., Ivanković, J. & Novoselec, D. (2023). Livestreaming Potential in the Context of Marketing Communication in the Regional Market. Preserving, Evaluating and Developing the Mediterranean (pp. 513-521). Zagreb: Institute of Social Sciences Ivo Pilar; VERN' University; Scientific Council for Anthropological Research, Croatian Academy of Sciences and Arts (HAZU). Retrieved from https://urn.nsk.hr/urn:nbn:hr:146:921560

MLA 8th Edition

Plantić Tadić, Diana, et al. "Livestreaming Potential in the Context of Marketing Communication in the Regional Market." Preserving, Evaluating and Developing the Mediterranean, Institute of Social Sciences Ivo Pilar; VERN' University; Scientific Council for Anthropological Research, Croatian Academy of Sciences and Arts (HAZU), 2023, pp. 513-521. https://urn.nsk.hr/urn:nbn:hr:146:921560

Chicago 17th Edition

Plantić Tadić, Diana, Jadranka Ivanković and David Novoselec. "Livestreaming Potential in the Context of Marketing Communication in the Regional Market." In Preserving, Evaluating and Developing the Mediterranean, 513-521. Zagreb: Institute of Social Sciences Ivo Pilar; VERN' University; Scientific Council for Anthropological Research, Croatian Academy of Sciences and Arts (HAZU), 2023. Accessed 2025 April 01. https://urn.nsk.hr/urn:nbn:hr:146:921560

Harvard

Plantić Tadić, D., Ivanković, J. and Novoselec, D. (2023) 'Livestreaming Potential in the Context of Marketing Communication in the Regional Market', Preserving, Evaluating and Developing the Mediterranean, Institute of Social Sciences Ivo Pilar; VERN' University; Scientific Council for Anthropological Research, Croatian Academy of Sciences and Arts (HAZU), Zagreb, pp. 513-521. Available at: https://urn.nsk.hr/urn:nbn:hr:146:921560 (Accessed 01 April 2025)

Vancouver

Plantić Tadić D, Ivanković J, Novoselec D. Livestreaming Potential in the Context of Marketing Communication in the Regional Market. Preserving, Evaluating and Developing the Mediterranean. Zagreb: Institute of Social Sciences Ivo Pilar; VERN' University; Scientific Council for Anthropological Research, Croatian Academy of Sciences and Arts (HAZU); 2023. Pp. 513-521. [cited 2025 April 01] Available at: https://urn.nsk.hr/urn:nbn:hr:146:921560

IEEE

D. Plantić Tadić, J. Ivanković and D. Novoselec, "Livestreaming Potential in the Context of Marketing Communication in the Regional Market", Preserving, Evaluating and Developing the Mediterranean Zagreb: Institute of Social Sciences Ivo Pilar; VERN' University; Scientific Council for Anthropological Research, Croatian Academy of Sciences and Arts (HAZU), 2023. [Online] Available at: https://urn.nsk.hr/urn:nbn:hr:146:921560 [Accessed: 01 April 2025]

Cite this item: https://urn.nsk.hr/urn:nbn:hr:146:921560

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Metadata

Title (english)	Livestreaming Potential in the Context of Marketing Communication in the Regional Market
Author	Diana Plantić Tadić
Author	Jadranka Ivanković
Author	David Novoselec
Author's institution	VERN University
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics
Abstract (english)	The purpose of this paper is to examine the development potential of livestreaming as a marketing communication tool in the regional market, that is, Bosnia and Herzegovina, Serbia and Croatia. For the purpose of gathering information, an online survey was conducted via Google forms to gain insights about the attitudes and opinions of the respondents. Interviews were conducted with livestreamers to collect opinions, suggestions, and recommendations from experts. Despite the positive attitudes of respondents towards the concept of livestreaming in the context of streaming media in real-time over the Internet, the concluding remarks point to the current disadvantages of production in the regional market. Interviews with livestreamers provided qualitative information as a base from which some indicative conclusions were reached. The need for a large competitive platform is emphasized, as for the existing ones to perceive the need for further improvement in their services and operating systems.
Keywords (english)
Language	english
Publication type	Scientific paper - Original scientific paper
Publication status	Published
Peer review	Peer review - international
Publication version	Published version
Publication title	Preserving, Evaluating and Developing the Mediterranean
Series title	Mediterranean Issues
Numbering	vol. 4, pp. 513-521
ISBN	978-953-8404-20-7 (Institute of Social Sciences Ivo Pilar)
ISBN	978-953-8101-12-0 (VERN' University)
URN:NBN	urn:nbn:hr:146:921560
Publication	2023
Conference	Title: Mediterranean Islands Conference Acronym: MIC Location: Vis, Croatia Start date: 2022-09-14 End date: 2022-09-17 Assembly type: Lecture
Type of resource	Text
Publisher	Institute of Social Sciences Ivo Pilar; VERN' University; Scientific Council for Anthropological Research, Croatian Academy of Sciences and Arts (HAZU)
Publishing place	Zagreb
Access conditions	Open access
Terms of use
Created on	2025-04-01 10:21:36