Brendiranje Istre putem društvenih mreža: studija slučaja maslinovo ulje

master's thesis

• Title (english): Branding Istria Through Social Media: a Case Study of Olive Oil
• Author: Karla Milevoj
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Marijana Grbeša-Zenzerović (član povjerenstva)
• Committee member: Milica Vučković (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2017-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Ovaj diplomski rad bavi se proučavanjem brendiranja Istre kao maslinarske regije na društvenim mrežama. Definirani su ključni pojmovi za shvaćanje problematike rada, poput brendiranja destinacije na društvenim mrežama te utjecaju interneta na nove načine promocije u turizmu. Cilj ovog diplomskog rada je istražiti na koji način se Istru brendira na Facebooku na temelju vrhunskog maslinovog ulja. Metodom studije slučaja promatrano je šest Facebook stranica iz kategorija maslinari, turistički sektor i istarski političari te je odgovoreno na tri istraživačka pitanja. Promatrane su objave koje se tiču istarskog maslinovog ulja, objavljene u periodu od 1. srpnja 2016. godine do 30. lipnja 2017. godine. Zaključak rada je da najveći doprinos brendiranju Istre kao najbolje maslinarske regije pridonose objave poput međunarodnih nagrada i priznanja koje spominju svi promatrani korisnici. Maslinari se najčešće koriste vijestima o vlastitim postignućima na međunarodnim natjecanjima, turistički sektor informira i poziva goste na kušanja istarskih maslinovih ulja, a istarski političari kroz objave o maslinovom ulju promiču svoj rad i zalaganje za poboljšanje kvalitete te ističu ponos na Istru kao regiju iz koje dolaze.

Abstract (english)

This paper explores branding of Istria as an olive oil region on social media. Key concepts for understanding issues of this paper are defined, such as destination branding on social media and impact of the Internet on new ways of tourism promotion. The aim of this paper is to explore how Istria is branded on Facebook based on top quality olive oil. Case study analyzed six chosen Facebook pages that were observed and were divided in three groups: olive oil producers, sector of tourism and Istrian politicians. Three research questions were answered and Facebook posts that were observed concerned the Istrian olive oil, published in the period from 1 July 2016 to 30 June 2017. The conclusion of this paper is that the greatest contribution to the branding of Istria as the best olive oil region contributes to the publication of international prizes and acknowledgments mentioned by all the observed users. Olive oil producers mostly use news about their own achievements at international competitions, the tourism sector informs and invites guests to taste Istrian olive oils and Istrian politicians, through posts about olive oil, promote their political work and commitment for quality improvement and they emphasize pride on Istria as a region of their origin.

• Keywords: Istra; maslinovo ulje; brendiranje regije; internet; društvene mreže; Facebook
• Keywords (english): Istria; olive oil; regional branding; Internet; social media; Facebook
• Language: croatian
• URN:NBN: urn:nbn:hr:114:248778
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2017-10-25 10:10:11