Digitalna komunikacija brendova u industriji bezalkoholnih pića na primjeru brenda Coca-Cola

master's thesis

• Title (english): Digital communication of brands in the non-alcoholic beverage industry using the example of the Coca-Cola brand
• Author: Zita Fašaić Musurliev
• Mentor: Davor Trbušić (mentor)
• Mentor: Stipan Rimac (sumentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Tanja Grmuša (član povjerenstva)
• Committee member: Stipan Rimac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Središte ovog rada čini digitalna komunikacija brendova koja pruža kompanijama nove mogućnosti za komunikaciju s potrošačima koje nisu mogli dobiti s tradicionalnim modelom. Najveće prednosti kod digitalne komunikacije svakako su brzina dijeljena sadržaja, nepostojeći ili zanemarivi trošak te mogućnost interaktivnosti s većom skupinom ljudi. Cilj ovog rada je prikazati važnost digitalne komunikacije brendova analizom digitalne komunikacije jednog internacionalnog brenda i dva regionalna brenda. Provedbom online anketnog upitnika na uzorku od 135 ispitanika u dobi od 18 do 40 godina, istraživanje je ispitalo svijest o važnosti digitalne komunikacije brendova. Dobiveni rezultati pokazali su da ispitanici uviđaju važnost komunikacije i uključenosti brendova i na digitalnim kanalima te da im je do neke mjere zaista važno o čemu brend progovara. Upravo to u konačnici utječe i na sposobnost prepoznavanja brenda, odnosno pokazuje moć brendiranja online.

Abstract (english)

The main focus of this paper is the digital communication of brands, which provides companies with new opportunities for communication with consumers that they could not get with the traditional model. The biggest advantages of digital communication are certainly the speed of content sharing, the non-existent or negligible cost and the possibility of interactivity with a larger group of people. The aim of this paper is to show the importance of digital communication of brands by analyzing the digital communication of one international brand and two regional brands. By conducting an online survey questionnaire on a sample of 135 respondents between the ages of 18 and 40, the research examined the awareness of the importance of digital communication of brands. The acquired results showed that the respondents see the importance of communication and involvement of brands on digital channels as well, and that to some extent it is really important to them what the brand is talking about. This ultimately affects the ability to recognize the brand, that is, it shows the power of online branding.

• Keywords: brendiranje; brend; digitalna komunikacija; marketing
• Keywords (english): branding; brand; digital communication; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:111:901149
• Study programme: Title: Communication Studies (Single Major, Science Stream); Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra komunikologije (sveučilišni/a magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-10-25 10:50:57