Title Korištenje društvenih mreža u procesu brendiranja Title (english) The use of social networks in branding process Author Anamarija Prce Mentor Aleksandra Krajnović (mentor)Committee member Aleksandra Krajnović (predsjednik povjerenstva)Committee member Ivica Zdrilić (član povjerenstva)Committee member Ante Panjkota (član povjerenstva)Granter University of Zadar Defense date and country 2018-09-24, Croatia Scientific / art field, SOCIAL SCIENCES Abstract U ovom diplomskom radu obrađena je tema korištenja društvenih mreža u brendingu. U današnjem digitalnom dobu brendovi i potrošači su jednako okrenuti internetu. Brendovi sve više koriste društvene mreže poput Facebooka i Instagrama da bi promovirali svoje proizvode i došli do svoje publike. Brendovi su danas neophodni u ljudskim životima te ih ljudi prate i na društvenim mrežama. Brendovima se, povećanjem sljedbenika, broja posjeta objava i komentara, povećava angažman, što je vrlo korisno za uspješnu poslovnu strategiju. Osim što brinu o angažmanu na društvenim mrežama, brendovi njeguju i komunikaciju sa svojim sljedbenicima koja je vrlo važan čimbenik jer se tako stvaraju dublji odnosi sa sljedbenicima. Jedna od najpopularnijih društvenih mreža je Instagram koja je u zadnjih godina dana iznjedrila i nekoliko uspješnih brendova koji počivaju na upadljivom vizualnom sadržaju, koji je prema posljednjim trendovima obogaćen i informacijama o proizvodima prikazanima na fotografiji. Drugi trendovi koje je pokrenuo Instagram jesu influenceri, utjecajne osobe koje brendovi koriste kako bi uspješno promovirali svoje proizvode i povećali angažman, rast i na kraju najvažnije, prodaju. Osim ovog trenda, najnoviji je Instagram TV, koji, iako je tek u začetku, ima ogromnu perspektivu po pitanju poslovanja brendova. Zbog iznimno jednostavnog korištenja, on bi mogao postati uvelike koristan za brending, primjerice za promoviranje putem videozapisa koji sadrže upute kako koristiti pojedini proizvod. Budući da Instagram ima najveću perspektivu po pitanju brendinga, uspjeh na ovoj društvenoj mreži uvelike će ovisiti o komunikaciji sa sljedbenicima i mudrom osmišljavanju pravog vizualnog sadržaja. Važan podatak za brendove na društvenim mrežama jest stopa angažmana koja pomaže u daljnjoj strategiji poslovanja, a uključuje broj komentara te broj „sviđanja“ na objavama. Kvalitetna stopa angažmana može pomoći kompanijama u poduzimanju daljnjih koraka u poslovanju.
Abstract (english) This thesis deals with the topic of the use of social networks in branding process. In today's digital age, brands and consumers are using Internet equally. Brands are increasingly using social networks like Facebook and Instagram to promote their products and reach a certain audience. Brands became indispensable in consumer life so it has become necessary for them to follow their favorite brands on social networks. With the growth of posts and number of comments and followers, brands are reaching better engagement which is very useful for a successful business strategy. Apart from worrying about engagement, brands also look out for good communication with their followers, which is a very important factor because they are making deeper relationship with followers. One of the most popular social networks at the moment is Instagram, which has yielded several successful brands that are based on a strikingly visual content and contain photos with informations about products. Other trends on Instagram are influencers, influential people whom brands use to successfully promote their products and increase engagement, growth, and as most important, good sales. In addition to this trend, the latest is Instagram TV, which, although only on it's begining, has a tremendous perspective on brand business. Beacause of its exceptional ease of use it could become very useful for branding, for example, by promoting videos that contain instructions on how to use a particular product. Since Instagram has the biggest perspective in branding process, the success on this social network will depend on a good communication with followers and wisely designing real-world visual content. Important information for brands on social networks is the rate of engagement that helps in further business strategy, including a number of comments and likes on posts. Engagement rate with great quality can help companies take further steps in their business.
Keywords
brend
potrošači
Interbrand
mekosustav
Age of You
društvene mreže
brending na društvenim mrežama
Instagram
stopa angažmana
influenceri
Keywords (english)
brand
consumers
Interbrand
mecosystem
Age of You
social networks
branding on social networks
Instagram
engagement rate
influencers
Language croatian URN:NBN urn:nbn:hr:162:039454 Study programme Title: Management Type of resource Text File origin Born digital Access conditions Access restricted to students and staff of home institution Terms of use Created on 2018-11-30 10:41:55
