Influenseri na društvenim medijima u Hrvatskoj

master's thesis

• Title (english): Influencers on Social Media in Croatia
• Author: Ivona Ivanković
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2018-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Ovaj rad prikazuje studiju slučaja šest influenserica kao nove profesije u Hrvatskoj i u svijetu. Influenseri su stavljeni u ulogu opinion leadera nove generacije te predstavljaju atraktivnu priliku za razvoj karijere na području društvenih medija. Definirani su ključni pojmovi za shvaćanje problematike rada, poput pojma influensera, njihovog položaja u Hrvatskoj te potencijala za razvoj karijere. Cilj rada bio je istražiti koji su glavni društveni mediji na kojima djeluju influenseri u Hrvatskoj, ključne teme njihovih objava te otkrivanje perspektive ovog posla u Hrvatskoj. Za izradu rada korištena je metoda studije slučaja, odnosno kvantitativna analiza sadržaja i metoda dubinskog intervjua kao podmetode.
Zaključak rada predstavlja Instagram kao dominantan medij djelovanja hrvatskih influensera. Teme koje su najčešće na društvenim mrežama hrvatskih influensera obuhvaćaju rubrike lifestyle, promocije drugog brenda i teme putovanja. Teme koje prevladavaju kod hrvatskih influensera koji koriste Facebook obuhvaćale su rubriku putovanja, rubriku citata, rubriku savjeta, rubriku tehnologije i rubriku promocije drugog brenda dok teme objava koje prevladavaju kod korištenja Instagrama uključuju lifestyle, putovanje i promociju drugog brenda, a slijede ih moda, citat, savjet i promocija drugog brenda uz nagradnu igru.

Abstract (english)

This paper presents a case study about social media influecers in Croatia. Influencers present new generation of opinion leaders and represent an attractive opportunity for career development in the field of social media. Key concepts for this paper were understanding the concept of influencers and their position and potential for career development potential in Croatia. The final research goal of the paper was to investigate which social media platform is the most popular among influencers in Croatia, the themes of their social media posts and discovering the perspective of this work in Croatia. For the production of paper the researcher used the case study, combining both the quantitative content analysis and in-depth e-mail interview method as the sub-method.
The conclusion of the paper is that Instagram is the most popular social media among Croatian influencers. Topics commonly found on social networks of Croatian influencers include lifestyle, promotion of brands and the travel theme. Topics prevalent in Croatian influencers that use Facebook include the travel topic, quotes, advices, the technology topics and the promotion of the other brand. The topics prevalent on Instagram are lifestyle, travel and promotion of other brands, followed by fashion, quotes, advices and promotions of the other brands with a prize game.

• Keywords: influenseri; društveni mediji; facebook; instagram; twitter; youtube
• Keywords (english): influencers; social media; facebook; instagram; twitter; youtube
• Language: croatian
• URN:NBN: urn:nbn:hr:114:086185
• 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: 2018-12-14 09:24:28