Search results for: Martina Martinovic

Authors: Dominika Crnjac Milic, Martina Martinovic, Vladimir Simovic

Abstract:

The case study method in this paper shows the implementation of Information Technology (IT) and the Serial Shipping Container Code (SSCC) in a Croatian company that deals with logistics operations and provides logistics services in the cold chain segment. This company is aware of the sensitivity of the goods entrusted to them by the user of the service, as well as of the importance of speed and accuracy in providing logistics services. To that end, it has implemented and used the latest IT to ensure the highest standard of high-quality logistics services to its customers. Looking for efficiency and optimization of supply chain management, while maintaining a high level of quality of the products that are sold, today's users of outsourced logistics services are open to the implementation of new IT products that ultimately deliver savings. By analysing the positive results and the difficulties that arise when using this technology, we aim to provide an insight into the potential of this approach of the logistics service provider.

Keywords: Logistics operations, serial shipping container code, SSCC, information technology, cost optimization.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 939

Authors: Jaroslav Polec, Martin Šimek, Michal Martinovič, Elena Šikudová

Abstract:

The television multiplex has reserved capacity and therefore we can use only limited number of videos for propagation of it. Appropriate composition of the multiplex has a major impact on how many videos is spread by multiplex. Therefore in this paper is designed a simple algorithm to optimize capacity utilization multiplex. Significant impact on the number of programs in the multiplex has also the fact from which programs is composed. Content of multiplex can be movies, news, sport, animated stories, documentaries, etc. These types have their own specific characteristics that affect their resulting data stream. In this paper is also done an impact analysis of the composition of the multiplex to use its capacity by video content. 

Keywords: Multiplex, content, group of pictures, frame, capacity.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1475

Authors: Stepan Kuchar, Martin Golasowski, Radim Vavrik, Michal Podhoranyi, Boris Sir, Jan Martinovic

Abstract:

The main goal of this article is to describe the online flood monitoring and prediction system Floreon+ primarily developed for the Moravian-Silesian region in the Czech Republic and the basic process it uses for running automatic rainfall-runoff and hydrodynamic simulations along with their calibration and uncertainty modeling. It takes a long time to execute such process sequentially, which is not acceptable in the online scenario, so the use of a high performance computing environment is proposed for all parts of the process to shorten their duration. Finally, a case study on the Ostravice River catchment is presented that shows actual durations and their gain from the parallel implementation.

Keywords: Flood prediction process, High performance computing, Online flood prediction system, Parallelization.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2329

Authors: Jaroslav Polec, Viliam Hirner, Michal Martinovič, Kvetoslava Kotuliaková

Abstract:

In this paper we present a novel error model for packet loss and subsequent error description. The proposed model simulates the error performance of wireless communication link. The model is designed as two independent Markov chains, where the first one is used for packet generation and the second one generates correctly and incorrectly transmitted bits for received packets from the first chain. The statistical analyses of real communication on the wireless link are used for determination of model-s parameters. Using the obtained parameters and the implementation of the generator, we collected generated traffic. The obtained results generated by proposed model are compared with the real data collection.

Keywords: Wireless channel, error model, Markov chain, Elliot model, Gilbert model, generator, IEEE 802.11.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2113

Authors: Petra Heribanová, Jaroslav Polec, Michal Martinovič

Abstract:

In this paper we propose a new content-weighted method for full reference (FR) video quality control using a region of interest (ROI) and wherein two-component weighted metrics for Deaf People Video Communication. In our approach, an image is partitioned into region of interest and into region "dry-as-dust", then region of interest is partitioned into two parts: edges and background (smooth regions), while the another methods (metrics) combined and weighted three or more parts as edges, edges errors, texture, smooth regions, blur, block distance etc. as we proposed. Using another idea that different image regions from deaf people video communication have different perceptual significance relative to quality. Intensity edges certainly contain considerable image information and are perceptually significant.

Keywords: Video quality assessment, weighted MSE.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1981

Authors: Lenka Krulikovská, Jaroslav Polec, Michal Martinovič

Abstract:

In this paper we propose a method which improves the efficiency of video coding. Our method combines an adaptive GOP (group of pictures) structure and the shot cut detection. We have analyzed different approaches for shot cut detection with aim to choose the most appropriate one. The next step is to situate N frames to the positions of detected cuts during the process of video encoding. Finally the efficiency of the proposed method is confirmed by simulations and the obtained results are compared with fixed GOP structures of sizes 4, 8, 12, 16, 32, 64, 128 and GOP structure with length of entire video. Proposed method achieved the gain in bit rate from 0.37% to 50.59%, while providing PSNR (Peak Signal-to-Noise Ratio) gain from 1.33% to 0.26% in comparison to simulated fixed GOP structures.

Keywords: Adaptive GOP structure, video coding, video content, shot cut detection.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2290

Authors: Michal Martinovič, Jaroslav Polec, Kvetoslava Kotuliaková

Abstract:

In this paper we proposed multistage adaptive ARQ/HARQ/HARQ scheme. This method combines pure ARQ (Automatic Repeat reQuest) mode in low channel bit error rate and hybrid ARQ method using two different Reed-Solomon codes in middle and high error rate conditions. It follows, that our scheme has three stages. The main goal is to increase number of states in adaptive HARQ methods and be able to achieve maximum throughput for every channel bit error rate. We will prove the proposal by calculation and then with simulations in land mobile satellite channel environment. Optimization of scheme system parameters is described in order to maximize the throughput in the whole defined Signal-to- Noise Ratio (SNR) range in selected channel environment.

Keywords: Signal-to-noise ratio, throughput, forward error correction (FEC), pure and hybrid automatic repeat request (ARQ).

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1968

Authors: Ivan Lovrinović, Gordana Kordić, Martina Nakić

Abstract:

There are little subjects in macroeconomics that are so widely discussed, but at the same time controversial and without a clear solution such as the choice of exchange rate regime. National authorities need to take into consideration numerous fundamentals, trying to fulfil goals of economic growth, low and stable inflation and international stability. This paper focuses on the countries of ex- Yugoslavia and their exchange rate history as independent states. We follow the development of the regimes in 6 countries during the transition through the financial crisis of the second part of the 2000s to the prospects of their final goal: full membership in the European Union. Main question is to what extent has the exchange regime contributed to their economic success, considering other objective factors.

Keywords: European Union, exchange rate regime, ex- Yugoslavia countries

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1954

Authors: Christopher Reichstein, Ralf-Christian Härting, Martina Häußler

Abstract:

With a continuously increasing speed of information exchange on the World Wide Web, retailers in the E-Commerce sector are faced with immense possibilities regarding different online purchase processes like dynamic price settings. By use of Dynamic Pricing, retailers are able to set short time price changes in order to optimize producer surplus. The empirical research illustrates the basics of Dynamic Pricing and identifies six influencing factors of Dynamic Pricing. The results of a structural equation modeling approach show five main drivers increasing the potential of dynamic price settings in the E-Commerce. Influencing factors are the knowledge of customers’ individual willingness to pay, rising sales, the possibility of customization, the data volume and the information about competitors’ pricing strategy.

Keywords: E-commerce, empirical research, experts, Dynamic Pricing (DP), influencing factors, potentials.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1434

Authors: Adriana Estokova, Lenka Palascakova, Martina Kovalcikova

Abstract:

Cement is a basic material used for building construction. Chromium as an indelible non-volatile trace element of raw materials occurs in cement clinker in the trivalent or hexavalent form. Hexavalent form of chromium is harmful and allergenic having very high water solubility and thus can easily come into contact with the human skin. The paper is aimed at analyzing the content of total chromium in Portland cements and leaching rate of hexavalent chromium in various leachants: Deionized water, Britton-Robinson buffer, used to simulate the natural environment, and hydrochloric acid (HCl). The concentration of total chromium in Portland cement samples was in a range from 173.2 to 218.5 mg/kg. The content of dissolved hexavalent chromium ranged 0.23-3.19, 2.0-5.78 and 8.88-16.25 mg/kg in deionized water, Britton-Robinson solution and hydrochloric acid, respectively. The calculated leachable fraction of Cr(VI) from cement samples was observed in the range 0.1--7.58 %.

Keywords: Cement, hexavalent chromium, leaching, total chromium.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1339

Authors: Martina Holenko Dlab, Natasa Hoic-Bozic

Abstract:

This paper presents an original approach to student and group activity level assessment that relies on certainty factors theory. Activity level is used to represent quantity and continuity of student’s contributions in individual and collaborative e‑learning activities (e‑tivities) and is calculated to assist teachers in assessing quantitative aspects of student's achievements. Calculated activity levels are also used to raise awareness and provide recommendations during the learning process. The proposed approach was implemented within the educational recommender system ELARS and validated using data obtained from e‑tivity realized during a blended learning course. The results showed that the proposed approach can be used to estimate activity level in the context of e-tivities realized using Web 2.0 tools as well as to facilitate the assessment of quantitative aspect of students’ participation in e‑tivities.

Keywords: Assessment, ELARS, e-learning, recommender systems, student model.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1061

Authors: Jakob Renko, Deja Praprotnik, Kristina Martinovič, Igor Karnjuš

Abstract:

Catheter-related bloodstream infections are a major burden for healthcare and patients. Although infections of this type cannot be completely avoided, they can be reduced by taking preventive measures. The aim of this study is to review and analyze the existing literature on preventive interventions to prevent central venous catheters (CVC) infections. A systematic literature review was carried out. The international databases CINAHL, Medline, PubMed, and Web of Science were searched using the search strategy: "catheter-related infections" AND "intensive care units" AND "prevention" AND "central venous catheter." Articles that met the inclusion and exclusion criteria were included in the study. The literature search flow is illustrated by the PRISMA diagram. The descriptive research method was used to analyze the data. Out of 554 search results, 22 surveys were included in the final analysis. We identified seven relevant preventive measures to prevent CVC infections: washing the whole body with chlorhexidine gluconate (CHG) solution, disinfecting the CVC entry site with CHG solution, use of CHG or silver dressings, alcohol protective caps, CVC care education, selecting appropriate catheter and multicomponent care bundles. Both single interventions and multicomponent care bundles have been shown to be currently effective measures to prevent CVC infections in adult patients in the ICU. None of the measures identified stood out in terms of their effectiveness. Prevention work to reduce CVC infections in the ICU is a complex process that requires the simultaneous consideration of several factors.

Keywords: Central venous access, critically ill patients, hospital-acquired complications, prevention.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 260

Authors: Martina Holenko Dlab, Natasa Hoic-Bozic, Ivica Boticki

Abstract:

This paper presents technologically innovative and scalable mobile learning solution within the SCOLLAm project (“Opening up education through Seamless and COLLAborative mobile learning on tablet computers”). The main research method applied during the development of the SCOLLAm mobile learning system is design-based research. It assumes iterative refinement of the system guided by collaboration between researches and practitioners. Following the identification of requirements, a multiplatform mobile learning system SCOLLAm [in]Form was developed. Several experiments were designed and conducted in the first and second grade of elementary school. SCOLLAm [in]Form system was used to design learning activities for math classes during which students practice calculation. System refinements were based on experience and interaction data gathered during class observations. In addition to implemented improvements, the data were used to outline possible improvements and deficiencies of the system that should be addressed in the next phase of the SCOLLAm [in]Form development.

Keywords: Adaptation, collaborative learning, educational technology, mobile learning, tablet computers.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1228

Authors: Martina Perinkova, Lenka Kolarcikova, Marketa Twrda

Abstract:

Brownfields are one of the most important problems that must be solved by today's cities. The topic of this article is description of developing a comprehensive transformation of postindustrial area of the former iron factory national cultural heritage lower Vítkovice. City of Ostrava used to be industrial superpower of the Czechoslovak Republic, especially in the area of coal mining and iron production, after declining industrial production and mining in the 80s left many unused areas of former factories generally brownfields and backfields. Since the late 90s we are observing how the city officials or private entities seeking to remedy this situation. Regeneration of brownfields is a very expensive and long-term process. The area is now rebuilt for tourists and residents of the city in the entertainment, cultural, and social center. It was necessary do the reconstruction of the industrial monuments. Equally important was the construction of new buildings, which helped reusing of the entire complex. This is a unique example of transformation of technical monuments and completion of necessary new objects, so that the area could start working again and reintegrate back into the urban system.

Keywords: Brownfields, conversion, historical and industrial buildings, reconstruction.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1578

Authors: Peter Rothenpieler, Daniela Kruger, Dennis Pfisterer, Stefan Fischer, Denise Dudek, Christian Haas, Martina Zitterbart

Abstract:

In the project FleGSens, a wireless sensor network (WSN) for the surveillance of critical areas and properties is currently developed which incorporates mechanisms to ensure information security. The intended prototype consists of 200 sensor nodes for monitoring a 500m long land strip. The system is focused on ensuring integrity and authenticity of generated alarms and availability in the presence of an attacker who may even compromise a limited number of sensor nodes. In this paper, two of the main protocols developed in the project are presented, a tracking protocol to provide secure detection of trespasses within the monitored area and a protocol for secure detection of node failures. Simulation results of networks containing 200 and 2000 nodes as well as the results of the first prototype comprising a network of 16 nodes are presented. The focus of the simulations and prototype are functional testing of the protocols and particularly demonstrating the impact and cost of several attacks.

Keywords: Wireless Sensor Network, Security, Trespass Detection, Testbed.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1977

Authors: Martina Kanciruk, Jac W. Andrews, Tyrone Donnon

Abstract:

The purpose of this study was to determine the significance of maternal smoking for the development of childhood overweight and/or obesity. Accordingly, a systematic literature review of English-language studies published from 1980 to 2012 using the following data bases: MEDLINE, PsychINFO, Cochrane Database of Systematic Reviews, and Dissertation Abstracts International was conducted. The following terms were used in the search: pregnancy, overweight, obesity, smoking, parents, childhood, risk factors. Eighteen studies of maternal smoking during pregnancy and obesity conducted in Europe, Asia, North America, and South America met the inclusion criteria. A meta-analysis of these studies indicated that maternal smoking during pregnancy is a significant risk factor for overweight and obesity; mothers who smoke during pregnancy are at a greater risk for developing obesity or overweight; the quantity of cigarettes consumed by the mother during pregnancy influenced the odds of offspring overweight and/or obesity. In addition, the results from moderator analyses suggest that part of the heterogeneity discovered between the studies can be explained by the region of world that the study occurred in and the age of the child at the time of weight assessment.

Keywords: Childhood obesity, overweight, smoking, parents, risk factors.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2032

Authors: Martina Kanciruk, Jac W. Andrews, Tyrone Donnon

Abstract:

The purpose of this study was to determine the significance of history of obesity for the development of childhood overweight and/or obesity. Accordingly, a systematic literature review of English-language studies published from 1980 to 2012 using the following data bases: MEDLINE, PsychINFO, Cochrane Database of Systematic Reviews, and Dissertation Abstracts International was conducted. The following terms were used in the search: pregnancy, overweight, obesity, family history, parents, childhood, risk factors. Eleven studies of family history and obesity conducted in Europe, Asia, North America, and South America met the inclusion criteria. A meta-analysis of these studies indicated that family history of obesity is a significant risk factor of overweight and /or obesity in offspring; risk for offspring overweight and/or obesity associated with family history varies depending of the family members included in the analysis; and when family history of obesity is present, the offspring are at greater risk for developing obesity or overweight. In addition, the results from moderator analyses suggest that part of the heterogeneity discovered between the studies can be explained by the region of world that the study occurred in and the age of the child at the time of weight assessment.

Keywords: Childhood obesity, overweight, family history, risk factors, meta-analysis.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 3565

Authors: Martina Drdlová, Michal Frank, Jaroslav Buchar, Josef Krátký

Abstract:

The main aim of the presented experiments is to improve behaviour of sandwich structures under dynamic loading, such as crash or explosion. Several cellular materials are widely used as core of the sandwich structures and their properties influence the response of the entire element under impact load. To optimize their performance requires the characterisation of the core material behaviour at high strain rates and identification of the underlying mechanism. This work presents the study of high strain-rate characteristics of a specific porous lightweight blast energy absorbing foam using a Split Hopkinson Pressure Bar (SHPB) technique adapted to perform tests on low strength materials. Two different velocities, 15 and 30 m.s-1 were used to determine the strain sensitivity of the material. Foams were designed using two types of porous lightweight spherical raw materials with diameters of 30- 100 *m, combined with polymer matrix. Cylindrical specimens with diameter of 15 mm and length of 7 mm were prepared and loaded using a Split Hopkinson Pressure Bar apparatus to assess the relation between the composition of the material and its shock wave attenuation capacity.

Keywords: Blast, foam, microsphere, resin.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2483

Authors: Martina Drdlová, Michal Frank, Radek Řídký, Jaroslav Buchar, Josef Krátký

Abstract:

The main aim of the presented experiments is to improve behaviour of sandwich structures under dynamic loading, such as crash or explosion. This paper describes experimental investigation on the response of new advanced materials to low and high velocity load. Blast wave energy absorbers were designed using two types of porous lightweight raw particle materials based on expanded glass and ceramics with dimensions of 0.5-1 mm, combined with polymeric binder. The effect of binder amount on the static and dynamic properties of designed materials was observed. Prism shaped specimens were prepared and loaded to obtain physicomechanical parameters – bulk density, compressive and flexural strength under quasistatic load, the dynamic response was determined using Split Hopkinson Pressure bar apparatus. Numerical investigation of the material behaviour in sandwich structure was performed using implicit/explicit solver LS-Dyna. As the last step, the developed material was used as the interlayer of blast resistant litter bin, and it´s functionality was verified by real field blast tests.

Keywords: Blast energy absorber, SHPB, expanded glass, expanded ceramics.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2438

Authors: Radim Cajka, Pavlina Mateckova, Martina Janulikova, Marie Stara

Abstract:

Use of a sliding joint is an effective method to decrease the stress in foundation structure where there is a horizontal deformation of subsoil (areas afflicted with underground mining) or horizontal deformation of a foundation structure (pre-stressed foundations, creep, shrinkage, temperature deformation). A convenient material for a sliding joint is a bitumen asphalt belt. Experiments for different types of bitumen belts were undertaken at the Faculty of Civil Engineering - VSB Technical University of Ostrava in 2008. This year an extension of the 2008 experiments is in progress and the shear resistance of a slide joint is being tested as a function of temperature in a temperature controlled room. In this paper experimental results of temperature dependant shear resistance are presented. The result of the experiments should be the sliding joint shear resistance as a function of deformation velocity and temperature. This relationship is used for numerical analysis of stress/strain relation between foundation structure and subsoil. Using a rheological slide joint could lead to a decrease of the reinforcement amount, and contribute to higher reliability of foundation structure and thus enable design of more durable and sustainable building structures.

Keywords: Pre-stressed foundations, sliding joint, soil-structure interaction, subsoil horizontal deformation.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2016

Authors: Andrea Bellucci, Martina Tofi

Abstract:

The aim of paper is to analyze business models of bancassurance in Italy for life business. The life insurance business is very developed in the Italian market and banks branches have 80% of the market share. Given its maturity, the life insurance market needs to consolidate its organizational form to allow for the development of non-life business, which nowadays collects few premiums but represents a great opportunity to enlarge the market share of bancassurance using its strength in the distribution channel while the market share of independent agents is decreasing. Starting with the main business model of bancassurance for life business, this paper will analyze the performances of life companies in the Italian market by balance sheet indicators and by main discriminant variables of business models. The study will observe trends from 2013 to 2015 for the Italian market by exploiting a database managed by Associazione Nazionale delle Imprese di Assicurazione (ANIA). The applied approach is based on a bottom-up analysis starting with variables and indicators to define business models’ classification. The statistical classification algorithm proposed by Ward is employed to design business models’ profiles. Results from the analysis will be a representation of the main business models built by their profile related to indicators. In that way, an unsupervised analysis is developed that has the limit of its judgmental dimension based on research opinion, but it is possible to obtain a design of effective business models.

Keywords: Balance sheet indicators, Bancassurance, business models, ward algorithm.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1261

Authors: Maja Martinovic, Valentina Zarkovic, Hrvoje Maljak

Abstract:

Europe is one of the most popular tourist destinations in the world, in which tourism occupies a significant place among the most relevant economic activities, and this applies to the Republic of Croatia as well. Based on this study, the authors intended to encourage and support the creation of an effective tourism policy in Croatia that would be based on the profiling of certain target groups. Another objective was to compare the results obtained from the customer analysis with the market analysis of the tourism industry in Croatia. The objective is to adapt the current tourist offer according to the identified needs and expectations of a particular tourist group in order to increase the attractiveness of Croatia as a tourist destination and motivate greater attendance of the targeted tourist groups. The current research was oriented towards the Russian market as the target group. Therefore, the authors wanted to encourage a discussion on how to attract more Russian guests. Consequently, the intention of the research was a detailed analysis of Russian tourists, in order to gain a better understanding of their travelling motives and tendencies. Furthermore, attention was paid to the expectations of Russian customers and to compare them with the Croatian tourist offer, and to determine whether there is a possibility for an overlap. The method used to obtain the information required was a survey conducted among Russian citizens about their travelling habits. The research was carried out on the basis of 166 participants of different age, gender, profession and income group. The sampling and distribution of the survey took place between May and July 2016. The results provided from the research indicate that Croatian tourism has certain unrealized potential considering the popularization of Croatia as a tourist destination, and there is a capacity for increasing the revenues within the group of Russian tourists. Such a conclusion is based on the fact that the Croatian tourist offer and the preferences of the Russian guests are compatible, i.e. they overlap in many aspects. The results demonstrate that beautiful nature, cultural and historical heritage as well as the sun and sea, play a leading role in attracting more Russian tourists. It is precisely these elements that form the three pillars of the Croatian tourist offer. On the other hand, the profiling revealed that the most desirable destinations for the Russian guests are Italy and Spain, both of which provide the same main tourist attractions as Croatia. Therefore, the focus of the strategic ideas given in the paper shifted to other tourism segments, such as type of accommodation, sales channels, travel motives, additional offer and seasonality etc., in order to gain advantage in the Russian market, the Mediterranean region and tourism in general. The purpose of the research is to serve as a foundation for analysing the attractiveness of the other tourist destinations in the Russian market, as well as to be a general basis for a more detailed profiling of the various specific target groups of the Russian and other tourist groups.

Keywords: Croatia, Russian market, target groups, tourism, tourist destination.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1055

Authors: Valentina Piric, Maja Martinovic, Zoran Barac

Abstract:

The application of marketing to the domain of politics has become relevant in recent times. With this article the authors wanted to explore the issue of the current political engagement among young people in Croatia. The question is what makes young people (age 18-30) politically active in young democracies such as that of the Republic of Croatia. Therefore, the objective of this study was to discover the real or hidden motivations behind the decision to actively participate in politics among young members of the two largest political parties in the country – the Croatian Democratic Union and the Social Democratic Party of Croatia. The study expected to find that the motivation for political engagement of young people is often connected with a possible achievement of individual goals and egoistic needs such as: self-acceptance, social success, financial success, prestige, reputation, status, recognition from the others etc. It was also expected that, due to the poor economic and social situation in the country, young people feel an increasing disconnection from politics. Additionally, the authors expected to find that there is a huge potential to engage young people in the political life of the country through a proper and more interactive use of marketing communication campaigns and social media platforms, with an emphasis on highly ethical motives of political activity and their benefits to society. All respondents included in the quantitative survey (sample size [N=100]) are active in one of the two largest political parties in Croatia. The sampling and distribution of the survey occurred in the field in September 2016. The results of the survey demonstrate that in Croatia, the way young people feel about politics and act accordingly, are in fact similar to what the theory describes. The research findings reveal that young people are politically active; however, the challenge is to find a way to motivate even more young people in Croatia to actively participate in the political and democratic processes in the country and to encourage them to see additional benefits out of this practice, not only related to their individual motives, but related more to the well-being of Croatia as a country and of every member of society. The research also discovered a huge potential for political marketing communication possibilities, especially related to interactive social media. It is possible that the social media channels have a stronger influence on the decision-making process among young people when compared to groups of reference. The level of interest in politics among young Croatians varies; some of them are almost indifferent, whilst others express a serious interest in different ways to actively contribute to the political life of the country, defining a participation in the political life of their country almost as their moral obligation. However, additional observations and further research need to be conducted to get a clearer and more precise picture about the interest in politics among young people in Croatia and their social potential.

Keywords: Croatia, marketing communication, motivation, politics, young people.

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1474