Društveni mediji i poslovno komuniciranje

master's thesis

• Title (english): Social media and business comunication
• Author: Iva Nikšić
• Mentor: Danijel Labaš (mentor)
• Mentor: Vladimir Preselj (mentor)
• Committee member: Vine Mihaljević (predsjednik povjerenstva)
• Committee member: Vladimir Preselj (član povjerenstva)
• Committee member: Danijel Labaš (član povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Igor Vranić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2019-06-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

S pojavom društvenih medija poslovanje se promijenilo. Tvrtke koje žele biti
vidljive i pratiti najnovije trendove, trebale bi biti prisutne na barem jednoj od
društvenih mreža. To zaključuje i Zoran Tomić (2016: 735) te ističe da su „društveni
mediji postali snažan alat za marketinške stručnjake, oglašivače i profesionalce za
odnose s javnošću.“ Da su društvene mreže dobile značajnu ulogu u poslovanju slaže se
i Anđelko Milardović (2010: 104): „U poslovnom smislu društvene mreže imaju
prednost zbog marketinških i poslovnih aktivnosti. Na društvenim se mrežama
predstavljaju ili promoviraju poslovni interesi malih, srednjih i velikih poduzeća i
korporacija.“ Društveni mediji kao komunikacijski alat za tvrtke imaju veliku ulogu u
pronalaženju poslovnih partnera, klijenata, ali i održavanju veza sa svim uključenim
korisnicima. Takav način poslovanja doveo je do novih mogućnosti koje tvrtka ima na
raspolaganju kao i do novog oblika tržišta gdje su krajnji korisnici postali vrlo važni
dionici u cijelom poslovnom okruženju.
Prema posljednjem istraživanju Europskog statističkog ureda o korištenju
društvenih medija, hrvatske tvrtke nalaze se ispod europskog prosjeka dok je broj
europskih poduzeća koja koriste društvene medije u stalnom porastu (Poslovni.hr,
2018). Stoga ovaj diplomski rad ima za cilj analizirati na koji način hrvatske tvrtke
koriste društvene medije u poslovanju te podrobnije istražiti njihovu prisutnost na
društvenim mrežama i komunikaciju s korisnicima.

Abstract (english)

With the appearance of social media business activity has changed. Companies
that want to be visible and follow the latest trends should be present at least at one of the
social networks. Tomić (2016: 735) also concludes that...“social media have become a
powerful tool for marketing professionals, advertisers, and public relations
professionals.“ Milardović (2010: 104) agrees that social networks got a significant role
in business: “In business meaning social networks has the advantage of marketing and
business activities. Social networks represent or promote business interests of small,
medium and large companies and corporations.“ As a communication tool for
companies, social media have a major role in finding business partners and clients and
moreover, maintaining contacts with all involved users. This new way of business
activities has brought new opportunities for companies as well as the new form of
market where end users have become very important stakeholders in entire business
environment.
According to the latest research by the European Statistical Office about using
social media, Croatian companies are below the European standard, while the number of
European companies that using social media is steadily increasing (Poslovni.hr, 2018).
Therefore, this work aims to analyze how Croatian companies use social media in
business and more closely explore their presence on social networks and
communication with users.

• Keywords: društveni mediji; društvene mreže; poslovno komuniciranje; hrvatske kompanije; krajnji korisnici; oglašavanje; promoviranje; marketing; Facebook; Instagram; Twitter
• Keywords (english): social media; social networks; business communication; Croatian companies; end users; advertising; promotion; marketing; Facebook; Instagram; Twitter
• Language: croatian
• URN:NBN: urn:nbn:hr:111:421653
• 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: Open access
• Created on: 2020-01-29 07:51:21