Hanić, Azra; Kazalac, Marietta
January 2011
Proceedings of the Conference on the Economy of Integrations (IC;2011, p611
Conference Proceeding
The overall and worldwide use of internet applications indicates that there are numerous possibilities to make internet a place for successful marketing business, development and research. This is especially a case in the use of second generation internet applications labeled as web 2.0 that have proved to be more flexible and allowed customers to have a more active role in contributing to the creation of the content related to companies' products and their advertisement. Social networks and communities created in this internet environment are valuable sources of information for marketing researchers. There are several specific goals in this analytical overview and they are (1) explaining theoretical background concerning the use of web 2.0 application, (2) presenting some examples of the application of web 2.0 in specific branches of electronic tourism, (3) presenting the importance of establishing the metric systems for the purpose of the research of web 2.0 possibilities in marketing and (4) overview of some researches on the subjects that are of more empirical nature;


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