Komunikacijska inovacija na društvenim mrežama: studija slučaja Elona Muska i Tesle

master's thesis

• Title (english): Communication Innovation on Social Networks: A Case Study of Elon Musk and Tesla
• Author: Ana Bratić
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Diplomski rad „Komunikacijska inovacija na društvenim mrežama: studija slučaja Elona Muska i Tesle“ istražuje kako Elon Musk komunicira na društvenim mrežama te kakve to veze ima s brendom Tesla.
Društvene mreže omogućile su laku i brzu komunikaciju između korisnika, a komunikacijskom inovacijom počele su se koristiti i u druge svrhe, odnosno promocije i samopromocije, što odlično polazi za rukom glavnom i izvršnom direktoru Tesle, Elonu Musku. On na inovativan i autentičan način komunicira na društvenim mrežama, a najviše preko svog profila na Twitteru. Osim što iznosi poslovne ciljeve, obavijesti o svojim tvrtkama i proizvodima, on progovara i o privatnom životu te nekim razmišljanjima koja nisu vezana uz posao. Osim toga, on puno komunicira s korisnicima, što stvara čvrstu vezu između njega i njegovih pratitelja koji potencijalno mogu širiti vijesti dalje i tako promovirati Teslu.
U radu je objašnjeno što je to komunikacijska inovacija i kako autentično komunicirati na primjeru Elona Muska i Tesle. Prikazana su dosadašnja istraživanja o marketinškim strategijama Tesle, kako Elon Musk svojim objavama može pomicati vrijednosti dionica i tržište kriptovaluta te koliko se često zbog tih objava pojavljuje u medijima kao glavna ili sporedna tema. Osim toga, istraženo je koliko su Hrvati prisutni na društvenim mrežama i prate li Elona Muska i Teslu, te kako saznaju za novosti o njima i jesu li uopće informirani o njegovim objavama i vijestima općenito.

Abstract (english)

The thesis "Communication innovation on social networks: a case study of Elon Musk and Tesla" investigates Elon Musk's communication on social networks and its connection to the Tesla brand.
Social networks have enabled easy and fast communication between users, resulting in communication innovation which facilited their use for other purposes as well, namely promotion and self-promotion. Such innovation works well for the chief and executive director of Tesla, Elon Musk, who uses social networks, mostly his Twitter account, to communicate in an innovative and authentic way. In addition to sharing his business goals and information about his companies and products, he also talks about his personal life and shares thoughts that are unrelated to his work. He also interacts with users to large extent, which creates a strong bond between him and his followers who can in turn potentially spread his news further and thus promote Tesla.
The thesis defines the communication innovation and its use in authentic communication providing the example of Elon Musk and Tesla. It analyses previous research on Tesla's marketing strategies and shows Elon Musk's ability to influence the stock market and cryptocurrencies with his posts, which often appear in the media as a main or secondary theme. In addition, the thesis investigates social networks use in Croatia and the social media behaviour of Elon Musk's and Tesla's Croatian followers. It further illustrates the way in which they attain the information regarding Elon Musk and Tesla and the extent to which they are informed about his posts and news in general.

• Keywords: društvene mreže; komunikacijska inovacija; Elon Musk; Tesla; Twitter
• Keywords (english): social networks; social media; communication innovation; Elon Musk; Tesla; Twitter
• Language: croatian
• URN:NBN: urn:nbn:hr:114:577401
• 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: Open access
• Created on: 2023-01-12 12:23:40