Percepcija studenata novinarstva i komunikologije o oglasima na društvenim mrežama TikTok i Instagram

master's thesis

• Title (english): Perception of Journalism and Communication Science Students about Advertisements on the Social Networks TikTok and Instagram
• Author: Josipa Farkaš
• Mentor: Igor Kanižaj (mentor)
• Committee member: Igor Kanižaj (predsjednik povjerenstva)
• Committee member: Dražen Lalić (član povjerenstva)
• Committee member: Milica Vučković (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-09-11, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Ovaj rad obrađuje temu oglašavanja na društvenim mrežama TikTok i Instagram te kako oglase koji su plasirani na ove društvene mreže percipiraju studenti novinarstva i komunikologije Sveučilišta u Zagrebu. Za potrebe ovog rada provedene su dvije metode istraživanja, a to su analiza sadržaja kojom su analizirane objave s profila na društvenim mrežama TikTok i Instagram pet najuspješnijih hrvatskih utjecajnika te metoda ankete koja je provedena među studentima novinarstva i komunikologije. Rezultati ovog istraživanja pokazali su da hrvatski utjecajnici na profilima na svojim društvenim mrežama često plasiraju sponzorirani sadržaj te da je samo na pojedinim objavama na kojima se nalazi neki proizvod ili usluga naglašeno da se radi o plaćenoj objavi. Rezultati ankete koja je provedena među studentima novinarstva i komunikologije kako bi se ispitala njihova percepcija o oglašavanju na TikToku i Instagramu pokazali su kako studenti u velikoj mjeri prate utjecajnike te da su svjesni sponzoriranog sadržaja koji utjecajnici plasiraju na svojim profilima, ali da taj sadržaj nema pretjeranog utjecaja na njih i njihovu odluku o kupnji nekog proizvoda ili konzumiranju neke usluge.

Abstract (english)

This paper discusses the topic of advertising on the social media platforms TikTok and Instagram as well as how advertisements placed on these two social media networks are perceived by journalism and communication science students at the University of Zagreb. For the purposes of this study, two research methods were used: content analysis, which involved analyzing posts from the profiles of the top five Croatian influencers on TikTok and Instagram, and questionnaire conducted among journalism and communication science students. The results of this research have demonstrated that Croatian influencers frequently feature sponsored content on their social media profiles, but only a few posts that contain products or services emphasize their status as paid promotions. The results of a questionnaire conducted among journalism and communication science students indicate that students actively follow influencers and are well aware of the sponsored content posted by them. However, this type of content has limited influence on their decisions regarding purchasing products or consuming services.

• Keywords: društvene mreže; utjecajnici; oglašavanje na društvenim mrežama; influencer marketing; studenti; novinarstvo; komunikologija
• Keywords (english): social media; influencers; social media advertising; influencer marketing; students; journalism; communication science
• Language: croatian
• URN:NBN: urn:nbn:hr:114:608519
• 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: 2023-09-27 10:50:44