master's thesis
Content marketing in the service of brand and reputation

Barbara Blečić (2015)
University of Zagreb
University of Zagreb -Department of Croatian Studies
Department of Communication Sciences
Metadata
TitleSadržajni marketing u službi brenda i reputacije
AuthorBarbara Blečić
Mentor(s)Jelena Jurišić (thesis advisor)
Vladimir Pavlić (thesis advisor)
Abstract
Ovaj rad bavi se sadrţajnim ili content marketingom kao komunikacijskom strategijom promocije dobara ili usluga u kojoj i autor i korisnik sadrţaja izlaze kao pobjednici – autor dobiva brend, autoritet i reputaciju u svom polju djelovanja dok konzument sadrţaja dobiva relevantne informacije o odreĎenoj temi te stručnjaka od povjerenja za obraćanje u nevolji. Sadrţajni marketing je korisnički orijentirana strategija gdje nije u središtu organizacija, već korisnik, odnosno osobe koje na direktan ili indirektan organizaciji pomaţu u njenom opstanku i kao takvi zasluţuju više paţnje nego što su ih dobivali do sada. Sadrţaj je pritom kreiran na način da pomaţe i educira korisnike, a ne da prodaje proizvod ili uslugu. Pokušali smo tu strategiju objasniti kroz njezine definicije, obiljeţja, povijest, strategije, oblike i primjere te utvrditi u kakvoj je poziciji ta strategija danas te ima li kakvog potencijala u budućnosti. TakoĎer smo pokušali utvrditi vrijednost sadrţaja kao takvog te naglasiti vaţnost komunikacije javnih osoba i organizacija prema svojim dionicima i ciljanim javnostima poput potencijalnih i postojećih potrošača i klijenata.
Keywordscontent marketing content brand reputation authority niche tribes community communication strategy internet
Parallel title (English)Content marketing in the service of brand and reputation
Committee MembersIvan Burić
Martell Vukušić
Jelena Jurišić
GranterUniversity of Zagreb
University of Zagreb -Department of Croatian Studies
Lower level organizational unitsDepartment of Communication Sciences
PlaceZagreb
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Information and Communication Sciences
Communicology
Study programme typeuniversity
Study levelgraduate
Study programmeDepartment of Communication Studies
Academic title abbreviationmag. comm.
Genremaster's thesis
Language Croatian
Defense date2015-09-30
Parallel abstract (English)
This thesis deals with content marketing as communication strategy of promotion of goods or services in which both the author and users are coming out as winners - the author gets the brand, authority and reputation in its field while user gets relevant information about a particular topic. Content marketing is user-oriented strategy which helps users, or more precisely, persons who directly or indirectly help the organization in its survival and as such they deserve more attention than they have received from organizations so far. Content is thereby created in a way that helps and educates users and not to sell the product or service. We have tried to explain this strategy through its definitions, characteristics, strategy, history, forms and examples and to determine what is the position of this strategy today and is there potential for it in the future. We have also tried to determine the value of the content as such as well as to emphasize the importance of communication of public figures and organizations to their stakeholders and target audiences such as potential and existing customers and clients.
Parallel keywords (Croatian)content marketing sadrţajni marketing sadrţaj brend reputacija autoritet mikroniše plemena zajednice komunikacijska strategija internet
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:111:712065
CommitterRužica Grbešić