Uloga društvenih mreža u promociji filmova - studija slučaja Barbie

master's thesis

• Title (english): The role of social media in advertising of films - the case study of "Barbie"
• Author: Paula Habek
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Stela Lechpammer (član povjerenstva)
• Committee member: Kristian Došen (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Diplomski rad „Uloga društvenih mreža u promociji filmova – studija slučaja Barbie“ istražuje marketinške strategije kod promocije filmova na društvenim mrežama, s posebnim fokusom na Instagram i TikTok po primjeru promocije filma Barbie. Cilj istraživanja je analizirati marketinške strategije i tehnike korištene za promociju filma te ispitati angažman publike na ovim platformama. Za potrebe istraživanja korištena je istraživačka metoda studija slučaja i kvantitativna analiza sadržaja kao dio studije slučaja. Rezultati istraživanja pokazali su da su pažljivo osmišljene kampanje na Instagramu i TikToku uspješno privukle pažnju ciljane publike, izgradile emocionalnu povezanost i generirale visok angažman. Zaključak rada ističe da su Instagram i TikTok, kroz inovativne marketinške pristupe, postali ključni alati u promociji filmova, omogućujući brendovima da dosegnu i angažiraju široku globalnu publiku. Rad doprinosi razumijevanju kako se društvene mreže mogu učinkovito koristiti za promociju filmskih izdanja, pružajući vrijedan uvid u suvremene marketinške prakse.

Abstract (english)

The thesis „The role of social media in the promotion of films – the case study of Barbie“ investigates marketing strategies in film promotion on social media, with a particular focus on Instagram and TikTok, using the promotion of the Barbie movie as an example. The aim of the research is to analyze the marketing strategies and techniques used for film promotion and to examine audience engagement on these platforms. For the purposes of the research, the case study method was used, along with quantitative content analysis as part of the case study. The research results showed that carefully designed campaigns on Instagram and TikTok successfully captured the attention of the target audience, built emotional connections, and generated high engagement. The conclusion of the thesis emphasizes that Instagram and TikTok, through innovative marketing approaches, have become key tools in film promotion, enabling brands to reach and engage a wide global audience. The thesis contributes to the understanding of how social media can be effectively used for promoting film releases, providing valuable insights into contemporary marketing practices.

• Keywords: društvene mreže; Barbie; marketing; film; Instagram; TikTok
• Keywords (english): social media; Barbie; marketing; film; Instagram; TikTok
• Language: croatian
• URN:NBN: urn:nbn:hr:114:049831
• 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: 2024-10-14 06:58:41