Stvaranje trendova pomoću društvene mreže TikTok

master's thesis

• Title (english): Creating trends using TikTok social network
• Author: Bruna Dotur
• Mentor: Ivana Greguric (mentor)
• Committee member: Davor Trbušić (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Ivana Greguric (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

Ovaj rad polazi od početne pretpostavke da društvena mreža Tik-Tok utječe na stvaranje trendova. Tik-Tok je posljednjih godina zadobio veliku pozornost kako u stručnim, tako i u znanstvenim krugovima. Osim za informiranje i zabavu, društvene mreže sve češće se koriste kao alat za oglašavanje. Brojni brendovi prepoznali su moć društvene mreže Tik-Tok pri promoviranju svojih usluga i proizvoda te komunikaciji s korisnicima.
Popularnost društvene mreže Tik-Tok razvila se tijekom pandemije koronavirusa te od tada bilježi neprekidan rast novih korisnika i kreatora. Njezina posebnost leži u kratkim video zapisima s različitim efektima i pamtljivim zvukovima koji nude informacije u samo nekoliko sekunda. Takav format marketinški stručnjaci iskoristili su kao jedan od načina oglašavanja svojih proizvoda.
Rad bi obuhvaćao analizu komunikacijskih i medijskih trendova koji su nastali na spomenutoj društvenoj mreži te kako se isti koriste na utjecaj javnog mnijenja. Kako bi se pokazala istinitost ove hipoteze rad će se bazirati na anketnom istraživanju.

Abstract (english)

This work starts from the initial assumption that the social network Tik-Tok affects creating trends. Tik-Tok has gained a lot of attention in recent years as in professional, as well as in scientific circles. In addition to information and entertainment, social networks are increasingly used as an advertising tool. Numerous brands have recognized the power of the social network TikTok in promoting its services and products and communication with users.
The popularity of the Tik-Tok social network developed during the coronavirus pandemic and since then it has recorded a continuous growth of new users and creators. Its specialty lies in short videos with different effects and memorable sounds that they offer information in just a few seconds. Such a format was used by marketing experts are as one of the ways of advertising their products.
The thesis would include the analysis of communication and media trends that have arisen the mentioned social network and how they are used to influence public opinion. How
in order to demonstrate the truth of this hypothesis, the paper will be based on survey research.

• Keywords: Internet; Tik-Tok; oglašavanje; marketing; društvene mreže; mediji; tehnologija
• Keywords (english): Internet; TikTok; advertising; marketing; social networks; media; technology
• Language: croatian
• URN:NBN: urn:nbn:hr:111:528453
• 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: 2023-09-25 10:16:03