Upravljanje komunikacijom hrvatskih kozmetičkih brendova na društvenim mrežama

master's thesis

• Title (english): Croatian Cosmetic Brands Communication Management on Social Media
• Author: Dora Poljanec
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-07-05, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Rad predstavlja istraživanje koje se temelji na analizi sadržaja objava na društvenim mrežama (Facebook i Instagram) hrvatskih kozmetičkih brendova L'Adria, Olival i Skintegra te na online anketnom upitniku od 215 ispitanika. Cilj rada je istražiti mišljenja javnosti o komunikaciji navedenih brendova i njezin utjecaj na izgradnju imidža i brenda. Demokratizacija informacija i potreba za individualizacijom u odnosu brenda i potrošača čini potrošačke želje i u vidu proizvoda, ali ponajviše u vidu komunikacije s brendom i izgradnje njihovog odnosa. Rezultati istraživanja pokazuju da velik broj komentara i lajkova na društvenim mreža ne znači nužno dobar imidž i dobar odnos s potrošačima te da potrošači više cijene sadržaj objava i pristup brenda korisnicima od kratkoročnih alata pridobivanja novih korisnika kao što su darivanja na društvenim mrežama. Može se primijetiti da je komunikacija u komentarima i privatnim porukama na društvenim mrežama slabo zastupljena, no kvalitetna komunikacija brendova kroz objave povoljno utječe na mišljenja sadašnjih i potencijalnih korisnika. Također, ispitanici u velikoj mjeri ne vjeruju dobronamjernim savjetima brendova putem privatnih poruka na društvenim mrežama, već vide takvu uslugu kao pokušaj prodaje.

Abstract (english)

This paper presents a research based on the content analysis of Croatian cosmetic brands L'Adria, Olival and Skintegra social media (Facebook and Instagram posts) and an online survey results based on 215 respondents. The aim of this paper is to investigate public opinions on the communication of mentioned brands and its impact on building image and branding. The democratization of information and the need for individualization in the relationship between brands and consumers changed consumer's desires in terms of products, but mostly in terms of communication with the brand and their relationship. The results of the research show that a large number of comments and likes on social media posts does not necessarily mean a good image and good relationship with consumers. Furthermore consumers value the content of posts and brand's behaviour towards users more than short-term tools to gain new users, such as giveaways on social media. It is noticed that communication in comments and private messages on social networks is rarely used, but the quality communication of brands through social media posts has a positive effect on the opinions of current and potential consumers. Also, respondents largely do not trust the well-intentioned advice of brands that is available trough private messages on social media, but see such a service as brand's attempt to sell their products.

• Keywords: imidž; brendovi; hrvatski kozmetički brendovi; komunikacija na društvenim mrežama; potrošači; proces brendiranja; odnosi s potrošačima
• Keywords (english): brand image; Croatian cosmetic brands; social media communication; consumers; branding process; consumer relationship
• Language: croatian
• URN:NBN: urn:nbn:hr:114:078481
• 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: 2022-08-11 08:58:39