Prisutnost prikrivenog oglašavanja na društvenoj mreži Instagram

master's thesis

• Title (english): The presence of product placement on the social network Instagram
• Author: Antonia Rihtarić
• Mentor: Lana Ciboci Perša (mentor)
• Committee member: Danijel Labaš (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Lana Ciboci Perša (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2021-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Oglasi su prisutni svuda oko nas, a mi često nismo ni svjesni koliki imaju utjecaj. Osim klasičnog
načina oglašavanja, danas je aktualno i prikriveno oglašavanje. Razni brendovi nam podsvjesno
nameću proizvode i usluge kako bismo ih kupili. No, prikriveno oglašavanje je zakonom
zabranjeno u Republici Hrvatskoj te ukoliko nije naznačeno da se radi o plaćenom oglasu, utoliko
je predviđena kazna od milijun kuna. Postoje istraživanja koja govore kako ljudi prepoznaju
hibridno oglašavanje, no nigdje nije analizirano na koji način različiti brendovi nameću svoje
proizvode i usluge te pridržavaju li se zaista pravila i sukladno njima oglašavaju svoje proizvode.
Pomoću analize sadržaja u ovom su diplomskom radu analizirane objave i priče na Instagramu pet
najpraćenijih hrvatskih influencera. Istraživanje je pokazalo da su u razdoblju od 30 dana
objavljene 104 objave i 1,665 priča pri čemu je u samo jednoj objavi i tri priče bilo riječi o
prikrivenom oglašavanju.

Abstract (english)

Advertisements are present all around us and we are not even aware of the magnitude of their
impact. In addition to the classic way of advertising, product placement is also present nowadays.
Various brands subconsciously impose products and services on us in order to buy and try them.
However, product placement is prohibited by law in the Republic of Croatia, and if it is not
indicated that it is a paid advertisement, a fine of one million kuna follows. There are studies
showing how people recognize hybrid advertising, but the ways how different brands impose their
products and services and whether they really follow the rules and advertise accordingly were not
analyzed to this date. Addressing this question, in this research, using content analysis, Instagram
posts and Instagram stories of the five most followed Croatian influencers on the same social
network were analyzed according to the template. After 30-day analysis, we can conclude that out
of a total 104 Instagram posts and 1,665 Instagram stories, only 1 post and 3 stories were marked
as paid partnerships.

• Keywords: prikriveno oglašavanje; Instagram; influenceri; influencer marketing; društvene mreže
• Keywords (english): product placement; Instagram; influencers; influencer marketing; social networks
• Language: croatian
• URN:NBN: urn:nbn:hr:111:678271
• 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: 2021-11-08 08:30:49