Višnja Bartolović – College of Slavonski Brod, Dr. Mile Budaka 1, Slavonski Brod, Croatia
Maja Validžić – College of Slavonski Brod, Dr. Mile Budaka 1, Slavonski Brod, Croatia




3rd International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2019 – Bratislava, Slovakia, October 24, 2019, CONFERENCE PROCEEDINGS published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-23-3, ISSN 2683-5991, DOI:




Consumer behavior and the buying decision process are influenced by social and personal
factors. The subject of this paper is communication with customers through social networks in the eight
largest Croatian companies. To this end, eight of the most well-known retail chains in Croatia were
selected and analyzed in mid-2019, five of which are grocery stores and three are specialized drugstore
chains. The paper aims to analyze the type and intensity of two-way communication (between retail
chains and customers) through the social networks used by retail chains for promotional activities in
the Republic of Croatia. Three social networks were analyzed: Facebook, Twitter, YouTube. A significant
proportion of retailers have recognized the benefits of advertising through social networks, but
still, some have not recognized social networks as a platform for two-way communication between
followers and retailers.



Social Networks, Retail chains, Customers.

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