Poslovne mogućnosti društvenih medija: Instagram i YouTube

master's thesis

• Title (english): Business Possibilities of Social Media
• Author: Laura Divić
• Mentor: Jelena Jurišić (mentor)
• Committee member: Ivan Burić (predsjednik povjerenstva)
• Committee member: Vanesa Varga (član povjerenstva)
• Committee member: Jelena Jurišić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2018-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

U doba kada društveni mediji vladaju svijetom, a razni fashion i make-up proizvodi dobiveni se kao zamjena za promociju na nekoj od platformi, važno je ukazati i na poslovnu stranu lijepih fotografija i video sadržaja s uzbudljivih lokacija na kojima je prisutnima sve plaćeno. Ovaj rad bavi se upravo tom drugom poslovnom stranom. Uz definiranje i objašnjenje osnovnih pojmova kao što su društveni mediji, Instagram, YouTube, influenceri te influencer marketing, opisuje se i adaptacija marketinga u online svijet čime dolazi do potpune promjene odnosa između javnosti i kompanija, tj. brendova. Tema ovog rada su influenceri kao popularni korisnici platformi s velikim brojem pratitelja koji su, surađujući s brendovima, kompanijama i organizacijama, osim velikog profita, postali i poveznica između javnosti i brendova. Zato se istraživanje ovog rada baziralo na influencerima i njihovom (ne)transparentnom načinu informiranja svojih pratitelja o tome radi li se u objavi o plaćenoj suradnji ili ne. Radom se htjelo odgovoriti na pitanja informiraju li influenceri (i hrvatski i strani) svoje pratitelje transparentno ili ne, koliko dobro i na koje načine posluju, odnosno koliko sponzoriranih objava imaju te na koji način brendovi koriste svoje profile na odabranim društvenim platformama: Instagramu i YouTubeu. Istraživanje je provedeno metodom analize sadržaja, a analizirale su se sve objave odabranih influencera unutar godine dana.

Abstract (english)

At the time when social media is ruling the world and free fashion and makeup products are given as an exchange for a promotion video or a photo on some social media platform, it is essential to point out the business side of all those pretty photographs and videos from exciting locations where all expenses are paid. This paper points to exactly that. In addition to defining and explaining key terms relevant for this paper such as social media, Instagram, YouTube, influencers, influencer marketing, this paper shows how marketing was adapted to the online world, adding to a complete change in relations between the public and brands. The main focus of this paper are influencers as popular platform users with a large following and large profits. Who, by working with brands and companies, became a true link between the public and brands. Therefore, the research this paper addressed were ways influencers are running their social media business: are they or are they not transparent with their audience about their paid collaborations and sponsorships. The goal was to answer the questions about whether influencers (both Croatian and foreign) inform their followers or not, how successful are they, how many sponsored posts do they have and how brands use their profiles on selected social media platforms such as Instagram and YouTube. The research was conducted by the method of content analysis, analyzing all content published within one year. Key words: social media, influencers, Instagram, YouTube, online marketing

• Keywords: društveni mediji; influenceri; Instagram; YouTube; online marketing
• Keywords (english): social media; influencers; Instagram; YouTube; online marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:111:713500
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2018-09-20 10:19:17