Komunikacija brendova visoke mode na Instagramu

master's thesis

• Title (english): Communication of High Fashion Brands on Instagram
• Author: Iva Cota
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Committee member: Tena Perišin (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2020-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Cilj rada je istražiti kako brendovi visoke mode komuniciraju putem društvenih mreža, na kojim platformama imaju najviše pratitelja i koliko je publika uključena u njihovu online komunikaciju. Moda je zanimljiv fenomen, vrlo je popularna u svijetu i mnogi su uključeni u njeno stvaranje i širenje. Visoka moda oduvijek je bila priča za sebe i sam naziv poznatog modnog brenda nosi određenu težinu i značenje. U suvremeno doba, takve društvene pojave su izrazito zanimljiva tema za istraživanja. Razvojem komunikacije, a najviše one online, brendovi visoke mode jačaju svoj utjecaj i stvaraju novo tržište. Društvene mreže su postale najnoviji kanali komunikacije s publikom, izrazito su popularne zbog mogućnosti jednostavnog komuniciranja sa širokom publikom, njihovog znanja o obliku objava koji najbolje odgovara publici, na koji tip objava najbolje reagiraju i kako se kretati u željenom smjeru. Zbog toga je zanimljivo proučavati glavne faktore i karakteristike komunikacije modnih brendova putem društvenih mreža. Danas upravljanje modnim brendovima podrazumijeva interakciju s publikom putem društvenih mreža, praćenje pomaka konkurencije, te kretanje u korak sa stalnom promjenom trendova. Kvalitetno vođenje modnih brendova vodi do lojalnosti starih potrošača i stjecanja novih.

Abstract (english)

The aim of this paper is to research how high fashion brands communicate via social media, on which platforms they have the most followers and how much is the audience a part of their online communication. Fashion is an interesting phenomenon, it is very popural world wide and a lot of people are being a part of its creating and spreading. High fashion has always been a story for itself and the very name of a famous fashion brand carries a certain weight and meaning. In the modern age, this kind of social phenomenon is a very interesting subject for research. With development of communication, with emphasis on online communication, high fashion brands are having more powerful influence and making new markets. Social networks became the newest channels of communication with audience, they are specially popular because of their possibility to simply communicate with wider audience, their knowledge about what type of posts does audience like the most, what kind of posts they respond the best to and also how to move in the desired direction. Because of that it is interesting to study main factors and characteristics of communication which fashion brands have over social media. Today, managing fashion brands means you have to interact with audience via social networks, follow the competition and move along with constant change of trends. Good quality of managing fashion brands leads to the loyalty of regular costumers and gaining the new ones.

• Keywords: brend; moda; Instagram; društvene mreže; luksuz; promocija
• Keywords (english): brand; fashion; Instagram; social media; luxury; promotion
• Language: croatian
• URN:NBN: urn:nbn:hr:114:976832
• 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: 2020-10-15 12:49:34