YouTube: Ključni strateški kanal u izgradnji osobnog brenda

master's thesis

• Title (english): YouTube: A key strategic channel in building a personal brand
• Author: Josipa Trgovčević
• Mentor: Danijel Labaš (mentor)
• Mentor: Stipan Rimac (sumentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Davor Trbušić (član povjerenstva)
• Committee member: Stipan Rimac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2023-09-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

U središtu ovog rada bavimo se proučavanjem pojma osobnog brenda. Cilj rada je istražiti i analizirati strateški pristup i brojne tehnike kojima se služe kreatori sadržaja na YouTubeu kako bi se što učinkovitije predstavili ciljnoj skupini te istovremeno izgradili svoj osobni brend. Osobni brending svjesno je i namjerno promoviranje samog sebe kako bi osoba postala prepoznatljiva, poželjna i respektabilna u industriji kojom se bavi. Razvoj osobnog brenda u svijetu društvenih mreža danas je popularan trend. Mnoga istraživanja ukazuju na značajan porast video marketinga u proteklih nekoliko godina. Youtube, kao najveća platforma za dijeljenje video sadržaja, omogućava svojim korisnicima brojne mogućnosti u području marketinga. Putem YouTube kanala osobni brendovi mogu lako doći do potencijalnih korisnika i kupaca, a s druge strane produbljuju veze i stvaraju lojalnost s postojećima. Iz tog razloga proveli smo anketu među studentskom populacijom kako bi dobili uvid u njihove navike korištenja YouTubea i interakciju s osobnim brendovima putem ove platforme. Na temelju provedenog istraživanja, ističu se dvije društvene mreže putem kojih studenti stupaju u interakciju s osobnim brandovima, a to su YouTube i Instagram. Rezultati istraživanja pokazali su kako studenti najčešće koriste YouTube kanal zbog zabave i slušanja glazbe. Također, istraživanje je pokazalo kako studenti koji pretražuju proizvode na YouTubeu, primjerice kroz recenzije, prije kupovine imaju više povjerenja u YouTubere od onih koji ne pretražuju.

Abstract (english)

In the center of this work, we study the concept of personal brand. The aim of the paper is to investigate and analyze the strategic approach and numerous techniques used by content creators on YouTube to present themselves to the target group as effectively as possible and at the same time build their personal brand. Personal branding is the conscious and deliberate promotion of oneself in order to make a person recognizable, desirable and respectable in the industry in which he or she is engaged. Developing a personal brand in the world of social networks is a popular trend today. Many studies indicate a significant increase in video marketing in the past few years. Youtube, as the largest platform for sharing video content, provides its users with numerous opportunities in the field of marketing. Through the YouTube channel, personal brands can easily reach potential users and customers, and on the other hand, deepen connections and create loyalty with existing ones. For this reason, we conducted a survey among the student population to gain insights into their YouTube usage habits and interaction with personal brands through this platform. Based on the conducted research, two social networks through which students interact with personal brands stand out, namely YouTube and Instagram. The research results showed that students most often use the YouTube channel for entertainment and listening to music. It has also been shown that students who search for products on YouTube, for example through reviews, have more trust in YouTubers before making a purchase than those who do not search for products on YouTube.

• Keywords: YouTube; osobni brend; influenceri; digitalni marketing
• Keywords (english): YouTube; personal brand; influencers; digital marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:111:686574
• 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: 2023-09-21 08:13:30