Upravljanje reputacijom na Facebooku i Instagramu u prehrambenoj industriji

master's thesis

• Title (english): Reputation Management in the Food Industry on Facebook and Instagram
• Author: Antonela Petrov
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Antonija Čuvalo (član povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-02-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Zahvaljujući globalizaciji i tehnološkoj revoluciji svijet je postao globalno selo, a povezanost i komunikacija putem društvenih mreža neizostavan element u svakodnevici suvremenog čovjeka. Napredak informacijske tehnologije doveo je do rapidne ekspanzije informacija putem društvenih mreža zbog čega su one postale jedan od najmoćnijih alata za upravljanje reputacijom velikih korporacija i brendova. Posljedično tome, sve se više pozornosti posvećuje upravo društvenim mrežama kao instrumentom za prezentiranje što boljeg imidža brenda kao i gradnje odnosa s potrošačima te prostorom za implementaciju markentinških strategija. Danas kada se svaka informacija širi brzinom svjetlosti, izgradnja dobre reputacije primarni je zadatak svakog uspješnog poslovanja. Slijedom toga, glavni cilj ovoga rada bio je ispitati koncept upravljanja reputacijom te njegovu uloga u stvaranju i zadržavanju odnosa s korisnicima. U ovom radu istražujemo jesu li aktivnosti koje tvrtka provodi na društvenim mrežama korisne za korporacijski ugled s ciljem otkrivanja koliku važnost ima dobra reputacija i kakav utjecaj ima komunikacija preko društvenih mreža na odluke korisnika, njihove potrošačke navike te na njihovu percepciju brenda i emocionalnu povezanost s brendom. Na primjeru našeg prehrambenog diva Podravke, uočene su brojne dobre prakse koje su istaknute tijekom ovog rada.

Abstract (english)

Due to globalization and the technological revolution, the world has become a global village, and connectivity and communication through social networks is an indispensable element in the everyday life of modern man. Advances in information technology have led to the rapid expansion of information through social media, making it one of the most powerful tools for managing the reputation of large corporations and brands. Consequently, more and more attention is paid to social networks as an instrument for presenting the best possible brand image and building relationships with consumers, as well as space for the implementation of marketing strategies. Today, when all information is spreading at the speed of light, building a good reputation is the primary task of any successful business. Consequently, the main goal of this paper was to examine the concept of reputation management and its role in creating and maintaining customer relationships. In this paper, we investigate whether the company's social media activities are useful for corporate reputation in order to discover the importance of a good reputation and the impact of social media communication on customer decisions, consumer habits as well as their brand perception and emotional connection to the brand. On the example of our food giant Podravka, numerous good practices were noticed, which were highlighted during this paper.

• Keywords: reputacija; društvene mreže; korporacijski ugled; komunikacija; imidž
• Keywords (english): reputation; social networks; corporate reputation; communication; image
• Language: croatian
• URN:NBN: urn:nbn:hr:114:324004
• 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 students and staff of home institution
• Created on: 2022-07-28 08:09:29