Virtualne brend zajednice. Kako brendovi koriste društvene mreže za osnaživanje svog utjecaja na potrošače?

undergraduate thesis

• Title (english): Virtual brand communities. How do brands usesocial media to increase their impact on consumers?
• Author: Mihaela Ljubić
• Mentor: Danijel Labaš (mentor)
• Mentor: Stipan Rimac (sumentor)
• Committee member: Danijel Labaš (predsjednik povjerenstva)
• Committee member: Stipan Rimac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; Zagreb
• Defense date and country: 2022-06-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Tema ovog rada su virtualne brend zajednice i njihov utjecaj na potrošače. Naglasak je na marketinškom značenju društvenih mreža te metodama koje brendovi koriste kako bi privukli potrošače. Posebno su istaknuti Facebook, Instagram, Twitter, YouTube, LinkedIn i TikTok kao mreže koje uvelike doprinose brendovima. Virtualne brend zajednice razvile su se u jedan od najinovativnijih kanala pomoću kojih brendovi dopiru do velikog broja ljudi. Riječ je o upotrebi društvenih mreža za osnaživanje utjecaja brenda te posljedično povećanje prodaje proizvoda i usluga. Veliku popularnost imaju jer broj korisnika na društvenim mrežama kontinuirano raste na globalnoj razini. Brendovi putem virtualnih brend zajednica doprinose buđenju interesa potrošača za brend, stvaranju emocionalne povezanosti te u konačnici boljem razvoju brenda.

Abstract (english)

The topic of this paper is virtual brand communities and their impact on consumers. The emphasis is on the marketing importance of social networks and the methods that brands use to attract consumers. Facebook, Instagram, Twitter, YouTube, LinkedIn and TikTok are especially highlighted as networks that contribute greatly to brands. Virtual brand communities have evolved into one of the most innovative channels through which brands reach large numbers of people. It is about the use of social networks to strengthen the influence of the brand and consequently increase sales of products and services. They are very popular because the number of users on social networks is constantly growing globally. Brands through virtual brand communities contribute to awakening consumer interest in the brand, creating emotional connection and ultimately better brand development.

• Keywords: brend; brending; digitalna komunikacija; društvene mreže; virtualne zajednice
• Keywords (english): brand; branding; digital communication; social networks; virtual communities
• Language: croatian
• URN:NBN: urn:nbn:hr:111:537865
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-05-18 14:01:23