Društvene mreže kao kanal tržišne komunikacije

master's thesis

• Title (english): Social media as a channel of market communication
• Author: Petra Pandžić
• Mentor: Ivan Burić (mentor)
• Committee member: Jelena Jurišić (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Ivan Burić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2020-09-09, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Ovaj diplomski rad analizira društvene mreže kao kanal komunikacije, ali i samu
komunikaciju i njene modele s popratnim elementima. Rad je podijeljen na dva dijela, a prvi
dio se odnosi na teorijske postavke, dok se u drugom dijelu nalazi istraživanje. U teorijskom
dijelu, predstavljeni su i objašnjeni pojmovi komunikacije i komunikacijskih modela, ali i
modeli korporativne, odnosno marketinške komunikacije, komunikacijskog okruženja i
publike, a objašnjen je i koncept društvenih mreža.
Drugi dio rada se oslanja na provedeno istraživanje, a u istraživanju je sudjelovalo 13
marketinških i PR stručnjaka zaposlenih u kompanijama koje djeluju u informatičkoj,
sportskoj, prehrambenoj, farmaceutskoj i modnoj industriji. Metoda kojom su prikupljeni
podaci je dubinski intervju, a istraživanje je provedeno u periodu od sredine svibnja 2020.
godine do sredine lipnja iste godine.
Istraživanje je pokazalo da je komuniciranje putem društvenih mreža od krucijalne važnosti.
Također, istraživanje je pokazalo da je marketinški i PR stručnjaci uvelike koriste društvene
mreže pri komunikaciji sa svojim kupcima, ali i pri privlačenju novih, ali se njihove strategije
razlikuju s obzirom na branšu u kojoj kompanija djeluje. Takvo nešto se najbolje ogleda u
činjenici da one kompanije koje su okrenute mlađim naraštajima, više koriste Instagram i
opcije koje ta društvena mreža pruža.

Abstract (english)

This thesis analyzes social networks as channels of communication, but also the
communication itself and its models with accompanying elements. This thesis is divided into
two parts, the first part deals with theoretical assumptions, while the second is based on a
research.
In the theoretical part, concepts, such as communications and communication modules,
market communications, models of corporate or marketing communication, communication
environment and the concept of social networks are presented and explained.
The second part of the paper consists of the conducted research, which involved 13 market
and PR experts employed by companies operating in the IT, sports, food, pharmaceutical and
fashion industries. Data was collected by an in-depth interview which was conducted in the
period from the Mai 2020 to the June of the same year.
Research has shown that communicating through social networks is crucial. Also, the research
showed that market and PR experts widely used social networks in communication with their
customers and how they attract them, but also differentiated their strategy according to the
industry in which the company operates. Such thing is best reflected in the fact that one
company that is focused on the younger generations, uses Instagram more and the options that
this social network provides.

• Keywords: društvene mreže; tradicionalni mediji; komunikacija; marketinška komunikacija
• Keywords (english): social networks; traditional media; communication; marketing communication
• Language: croatian
• URN:NBN: urn:nbn:hr:111:702895
• 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: 2020-11-16 14:40:17