Korporativno komuniciranje trgovačkih lanaca u Hrvatskoj - Konzum, Lidl i Spar

master's thesis

• Title (english): Corporate Communication of Retail Chains in Croatia - Konzum, Lidl and Spar
• Author: Matea Stanić
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Antonija Čuvalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

U ovom radu se praćenjem komunikacije Konzuma, Lidla i SPAR-a nastojala prikazati njihova uspješnost u tome. Kako bi se došlo do tih podataka, korištene su dvije metode: online anketni upitnik i analiza sadržaja. Cilj je bio pronaći odgovore na pitanja o tome koje su glavne značajke vodećih trgovačkih lanaca u komunikaciji putem društvenih mreža te koje su glavne razlike u strateškoj komunikaciji između trgovačkih lanaca na društvenim mrežama.
U online anketnom upitniku sudjelovale su 94 osobe, a upitnik je bio dostupan za rješavanje u periodu od 10. svibnja 2022. do 9. lipnja 2022. Rezultati su pokazali da ispitanici u najvećoj mjeri na društvenim mrežama prate Konzum i Lidl, a glavni razlog zbog kojega ih prate je kako bi saznali trenutne akcije. Anketni upitnik je pokazao da se ispitanicima najviše sviđa Lidlov službeni profil i na Facebooku i na Instagramu.
Analiza sadržaja provedena je za razdoblje od 1. travnja 2022. do 1. lipnja 2022., a rezultati su pokazali da Lidl ima najviše objava u tom periodu te da ima najveći broj likeova i komentara. Konzum je u svojim objavama najviše poticao na interakciju s korisnicima.

Abstract (english)

In this paper, by monitoring the communication between Konzum, Lidl and SPAR, we tried to show their success in that. To obtain this data, two methods were used: an online survey questionnaire and a content analysis. The aim was to find answers to questions about what the main features of leading retail chains in communication through social networks are and what are the main differences in strategic communication between retail chains on social networks.
94 people participated in the online survey questionnaire, and the questionnaire was available for solving in the period from May 10, 2022, to June 9, 2022. The results showed that the respondents mostly follow Konzum and Lidl on social networks, and the main reason for which they follow is to find out current actions. The survey questionnaire showed that respondents liked Lidl's official profile the most on both Facebook and Instagram.
Content analysis was conducted for the period from April 1, 2022, to June 1, 2022, and the results showed that Lidl has the most posts in that period and has the largest number of likes and comments. In its announcements, Konzum mostly encouraged interaction with customers.

• Keywords: strateško komuniciranje; Konzum; Lidl; SPAR; društvene mreže; Facebook; Instagram; Tik Tok
• Keywords (english): strategic communication; Konzum; Lidl; SPAR; social networks; Facebook; Instagram; Tik Tok
• Language: croatian
• URN:NBN: urn:nbn:hr:114:804623
• 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: Access restricted to authenticated users
• Created on: 2023-01-16 12:37:07