Instagram kao alat u kreiranju osobnog identiteta i brenda

master's thesis

• Title (english): Instagram as a Tool of Creating Personal Identity and Brands
• Author: Tea Dujmić
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (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: 2023-09-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Esencija onoga što čini jedan brend jest autentičnost identiteta. Uspješno se brendirati postao je jedan od glavnih ciljeva današnjice. Identitet brenda je ono što brend čini jedinstvenim, a ključ dobrog brendiranja je prenijeti emociju na van kako bi ona bila vidljiva/prividno opipljiva i ostalima. Diplomski rad "Instagram kao alat u kreiranju osobnog identiteta i brenda" istražuje ulogu Instagrama kao ključnog platformskog alata za izgradnju osobnog identiteta i brenda influencera. Kroz analizu strategija brendiranja na primjerima Kristijana Iličića, Dore Predojević i Karle Zelić, rad se bavi procesima i taktikama koje influenceri koriste kako bi ostvarili uspješnu prisutnost na ovoj društvenoj mreži. Metoda dubinskog intervjua korištena je kako bi se istražila iskustva i perspektive influencera u vezi njihovih strategijama na Instagramu. Ovom metodom dobijeni su dublji uvidi u njihovu motivaciju, ciljeve i izazove u procesu brendiranja. Analiza sadržaja je korištena kako bi se detaljnije proučila vrsta i ton objava influencera, kao i načini na koje komuniciraju s njihovim pratiteljima. Ova analiza pomaže razumjeti kako influenceri konstruiraju svoj osobni identitet i brend, kao i kako se odnose prema svojoj ciljnoj publici. Rezultati istraživanja ukazuju na različite strategije brendiranja koje influenceri primenjuju na Instagramu kako bi izgradili i održali svoj brend. Također se ističe važnost autentičnosti i konzistencije u komunikaciji s pratiteljima, kao i uloga Instagrama kao platforme za izgradnju online identiteta. Ovaj diplomski rad doprinosi razumijevanju strategija koje influenceri koriste na Instagramu kao alat za kreiranje svojih osobnih identiteta i brendova, te pruža uvid u kompleksnost strategija brendiranja na ovoj popularnoj društvenoj mreži.

Abstract (english)

The essence of what constitutes a brand is the authenticity of its identity. Successfully branding oneself has become one of the primary objectives of today. The brand's identity is what makes it unique, and the key to effective branding is to convey emotion outwardly so that it becomes visible or seemingly tangible to others. The thesis, "Instagram as a Tool in Creating Personal Identity and Brand," explores the role of Instagram as a crucial platform for building the personal identity and brand of influencers. Through an analysis of branding strategies using examples like Kristijan Iličić, Dora Predojević, and Karla Zelić, the thesis delves into the processes and tactics that influencers employ to establish a successful presence on this social network. The in-depth interview method was employed to investigate influencers' experiences and perspectives regarding their Instagram strategies. This method provided deeper insights into their motivations, goals, and challenges in the branding process. Content analysis was used to examine in greater detail the types and tones of influencers' posts, as well as their methods of communication with their followers. This analysis helps to understand how influencers construct their personal identity and brand, as well as how they relate to their target audience. The research findings indicate various branding strategies that influencers implement on Instagram to build and maintain their brand. The importance of authenticity and consistency in communication with followers is also emphasized, along with the role of Instagram as a platform for building an online identity. This thesis contributes to the understanding of the strategies that influencers use on Instagram as a tool to create their personal identities and brands, providing insights into the complexity of branding strategies on this popular social network.

• Keywords: Instagram; brend; osobni identitet; influenceri; marketing; online identitet; društvene mreže
• Keywords (english): Instagram; brand; personal identity; influencers; marketing; online identity; social media
• Language: croatian
• URN:NBN: urn:nbn:hr:114:909607
• 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: 2023-10-11 13:10:50