Promocija zdrave prehrane online: studija slučaja najpopularnijih hrvatskih portala

master's thesis

• Title (english): Online promotion of healthy food: case study of Croatian popular web portals
• Author: Antonija Alar
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Gordana Vilović (član povjerenstva)
• Committee member: Igor Kanižaj (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2016-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Prema podacima internetske svjetske statistike broj korisnika internet povećao se od 2000. godine do 2016. godine za više od 900 posto. Od ukupnog broja ljudi, koji prema statistici, iznosi više od sedam milijardi, čak skoro pedeset posto populacije aktivno koristi internet, te taj broj iznosi više od tri i pol milijarde ukupne populacije. Budući da se broj korisinka povećava rapidnom brzinom, čemu svjedoče navedeni podaci, ne čudi ni činjenica što je zadnjih godina broj specijaliziranih portal koji se bave određenom temetikom porastao te je postao sve popularniji. Fokus ovog diplomskog rada je analiza online promocije portala koji se bave zdravom prehranom. Teorijski dio objašnjava kako i na koji način se zdrava prehrana danas promiče online, a u istraživačkom dijelu će biti analizirano gore navedeno na primjeru portala Zdrava krava.
Kao i svakog informativnog medija, tako je i cilj svakog portala privući što više korisnika i zadržati ih. U svrhu promoviranja sadržaja koji promoviraju specijalizirani portali nastao je novi oblik novinarstva – brand novinarstvo. To je noviji pristup novinarstvu te još uvijek nije u potpunosti iskorišten sav njegov potencijal. Ono podrazumijeva pričanje priče o poduzeću za koje se zna da bi čitatelji htjeli saznati više. To znači voditi razgovore sa svojim korisnicima - ne bombardirajući ih sadržajima koji im nije relevantan, već im dati zanimljive priče i sadržaje s kojima se mogu poistvojetiti. Cilj ovog rada je bio prikazati na koji način se promovira zdrava prehrana na portalima, na koji način se urednici portala obraćaju publici. Utvrdili smo da se uglavnom koriste brand novinarstvom u promociji sadržaja koji nude. Daljnom analizom smo utvrdili da je portal Zdrava krava najposjećeniji i najkvalitetniji portal u Hrvatskoj koji promovira zdravu prehranu. Usporedili smo portal zdrave krave s trenutnim konkurentskm portalima na tržištu. Prilikom analize korištena je metoda studije slučaja te su rezultati pokazali da je Zdrava krava najposjećeniji hrvatski portal zdrave prehrane u protekle dvije godine.

Abstract (english)

According to Internet World Stats the number of Internet users increased from 2000 to 2016 by more than 900 percent. Of the total number of people, who according to statistics, is more than seven billion, even almost fifty percent of the population actively uses the Internet, and that number is more than three and a half billion of the total population. Since the number of accommodated beneficiaries increases rapidly nowadays, as evidenced by the above data, not surprising that in recent years the number of specialized web portal dealing with certain content grew and became more and more popular. The focus of this thesis is the analysis of online promotion portal dealing with healthy eating. The theoretical part explains how and in what way is a healthy diet today promoted online and in the research area will be analyzed above in the example of the portal Zdrava krava.

As with any news media, so the purpose of each portal to attract more customers and retain them. In order to promote content that promote specialized portals created a new form of journalism - brand journalism. This is a newer approach to journalism and has not yet been fully exploited all its potential. It includes story telling companies that are known to readers wanted to know more. This means to converse with your customers - not bombarding them with content that is not relevant to them, but give them interesting stories and content. The aim of this study was to show how to promote healthy eating on portals, how the editors of the portal addressing the audience. We have found that the most used brand of journalism in promoting content offered. Further analysis revealed that the portal Zdrava krava the most visited and best portal in Croatia which promotes healthy eating. We compared the portal zdrava krava with similar web pages in the market. In the analysis it was used case studies and the results showed that zdrava krava is the most visited Croatian healthy portal in the past two years.

• Keywords: online marketing; zdrava prehrana; Zdrava krava.hr; brand novinarstvo
• Keywords (english): online marketing; healthy diet; Zdrava krava.hr; brand journalism
• Language: croatian
• URN:NBN: urn:nbn:hr:114:060849
• 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: 2016-11-29 13:41:34