Analiza službenih profila kozmetičkih brendova na Instagramu u 2020. godini

master's thesis

• Title (english): An Analysis of Official Profiles of Beauty Brands on Instagram in 2020
• Author: Ema Šoštarec
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Marijana Grbeša-Zenzerović (član povjerenstva)
• Committee member: Marin Galić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Metodom analize sadržaja je ustanovljena učinkovitost strategije odnosa s javnošću i marketinga na društvenoj mreži Instagram. Analiziran je sadržaj Instagram profila kozmetičkih brednova La Piela i Skintegre, objavljen u 2020. godini. Procesom kodiranja su određene glavne značajke Instagram profila na kojima je provedeno istraživanje – teme i ciljevi objava, te način komunikacije sa vanjskom javnosti svakog od brednova. Rezultati su pokazali da se marketinška strategija i strategija odnosa s javnošću učinkovito mogu provesti na društvenoj mreži Instagram. Istraživanje dokazuje jednostavnost, pristupačnost i učinkovitost promocije i marketinga na Instagramu i društvenim mrežama općenito, te donosi nove mogućnosti u budućnosti navedenih djelatnosti.

Abstract (english)

With the help of the method of the content analysis, the effectiveness of the public relations and marketing strategy on the social network Instagram is proven. The analyzed content was one published in 2020 on the Instagram profiles of two cosmetic brands, La Piel and Skintegra. The coding process was used to determine the main features of the Instagram profiles where the research was conducted - the topics and goals of the posts, and the way of communication with the external public of each of the brands. The results showed that marketing strategy and public relations strategy can be effectively implemented through the social network Instagram. The research proves the simplicity, accessibility and effectiveness of promotion and marketing on Instagram and social networks in general, and brings new opportunities in the future of these scopes.

• Keywords: Instagram marketing; odnosi s javnošću na društvenim mrežama; komunikacija na Instagramu; Korona virus
• Keywords (english): Instagram marketing; public relations on social networks; communication on Instagram; Corona virus
• Language: croatian
• URN:NBN: urn:nbn:hr:114:118949
• 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: 2023-01-16 08:57:58