Najava Brown bag seminara

​45. Brown Bag seminar - izlagač Serhiy Bobrytskyy

Pozivamo vas na 45. Brown bag seminar koji će se održati u srijedu, 14. veljače 2024., na Ekonomskom fakultetu u Zagrebu u dvorani 36 s početkom u 14 sati. 

Ciklus Brown bag seminara svojim izlaganjem nastavit će Serhiy Bobrytskyy (doktorski kandidat s Prague University of Economics and Business), koji će prezentirati rad u nastajanju pod naslovom „The effects of online marketing on offline and online sales."

Kratki sažetak izlaganja:
Over the past two decades, online advertising has experienced rapid development and has become one of the key media used nowadays. Despite its significant growth, many companies remain uncertain about the effectiveness of online advertising and struggle to assess its cross-channel effects. Another factor that raises concerns is the contradictory results about the effectiveness of different online instruments obtained from various research. To address these issues, the author conducted a systematic review that classified studies investigating the effectiveness of online marketing through a developed theoretical framework, summarising previous research into two main groups - own-channel advertising and cross-channel advertising. As a result of the review, the author developed a conceptual framework and research design to investigate the effects of paid search, display ads, and social media on online and offline sales. The author selected, as the primary research method, the analysis of company sales and advertising data and is considering a quasi-experiment in case of agreement with the analysed company. The log-log model and three-stage least squares method will be employed to estimate the cross-channel effects of the selected online instruments.

O izlagaču: 

Serhiy Bobrytskyy is a PhD student and lecturer at the Prague University of Economics and Business, also working as the Business Development Manager at Colgate Palmolive. In his role responsible for Hill's business in Greece, Cyprus, and Israel. A passionate cyclist and film photographer.

Predviđeno trajanje izlaganja:
30-40 min, nakon čega slijedi diskusija
 
Opis koncepta Brown bag seminara:
Brown bag seminar (BBS) predstavlja neformalnu radionicu u trajanju od sat vremena s ciljem prezentiranja istraživanja u različitim fazama izrade (ideje, zaokruženi teorijski okvir, provedena empirijska istraživanja, itd.), promicanja diskusije i stvaranja stimulativnog okruženja usmjerenog konstruktivnoj raspravi između izlagačice/-a i preostalih sudionika seminara. Osnovna ideja BBS-a jest stvoriti platformu na kojoj će, minimalno jednom mjesečno, zaposlenici EFZG-a dobiti priliku prezentirati ideje i članke na kojima rade u sklopu svog znanstveno-istraživačkog rada. Pozivamo vas da se odazovete i pomognete svojim konstruktivnim komentarima izlagačicama/-ima, te sami izložite teme na kojim trenutno radite, neobjavljene radove ili prezentirate istraživačke ideje o kojima razmišljate.