Strategije odnosa s javnošću globalnih kozmetičkih brendova - analiza društvenih mreža Fenty beauty, Rare beauty i Rhode

master's thesis

• Title (english): Public relations strategies of global beauty brands - a social media analysis of Fenty Beauty, Rare Beauty and Rhode
• Author: Marina Ivoković
• 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

U globalnom tržištu, kozmetička industrija koristi strategije odnosa s javnošću za izgradnju reputacije i interakciju s potrošačima. Digitalizacija je transformirala komunikaciju, a društvene mreže postale su ključne za promociju i angažman. Ovaj rad analizira društvene mreže triju globalnih kozmetičkih brendova: Fenty beauty, Rare beauty i Rhode. Brendovi koriste web stranice, blogove, newslettere i društvene mreže za promociju. Na društvenim mrežama objavljuju jednu do dvije objave dnevno, koristeći neutralne boje, logo brenda i hashtagove. Kolaboracije s influencerima su česte, a brendovi odgovaraju na komentare pratitelja. Anketa je pokazala da većina ispitanika poznaje brendove, ali ih malo prati na društvenim mrežama. Estetika, kvaliteta sadržaja i kolaboracije s influencerima najprivlačniji su aspekti objava. Prepoznatljivost brendova dodatno je olakšana jer su osnivačice slavne osobe. Online prisutnost omogućuje brzo širenje informacija i dvosmjernu komunikaciju. Prilagodba digitalnim formatima postala je neophodna za uspješne odnose s javnošću. Digitalizacija donosi nove prilike i izazove koje stručnjaci moraju savladati za održavanje relevantnosti svojih strategija.

Abstract (english)

In the global market, the cosmetics industry uses public relations strategies to build reputation and engage with consumers. Digitalization has transformed communication, and social media has become crucial for promotion and engagement. This paper analyzes the social media presence of three global cosmetic brands: Fenty Beauty, Rare Beauty, and Rhode. The brands utilize websites, blogs, newsletters, and social media for promotion. On social media, they post one to two times a day, using neutral colors, brand logos, and hashtags. Collaborations with influencers are frequent, and the brands respond to followers’ comments. A survey showed that most respondents are familiar with the brands, but few follow them on social media. Aesthetics, content quality, and influencer collaborations are the most attractive aspects of their posts. Brand recognition is further enhanced because the founders are celebrities. Online presence enables rapid information dissemination and two-way communication. Adapting to digital formats has become essential for successful public relations. Digitalization brings new opportunities and challenges that professionals must overcome to maintain the relevance of their strategies.

• Keywords: odnosi s javnošću; strategije; društvene mreže; digitalizacija; brendiranje; kozmetička industrija
• Keywords (english): public relations; strategies; social media; digitalization; branding; cosmetics industry
• Language: croatian
• URN:NBN: urn:nbn:hr:114:774669
• 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 07:36:34