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master's thesis
Prikriveno oglašavanje na društvenim mrežama - primjer influencera
2022. urn:nbn:hr:224:795166
Naglić, Mateo
Catholic University of Croatia
Department of Communication Sciences

Cite this document

Naglić, M. (2022). Prikriveno oglašavanje na društvenim mrežama - primjer influencera (Master's thesis). Zagreb: Catholic University of Croatia. Retrieved from https://urn.nsk.hr/urn:nbn:hr:224:795166

Naglić, Mateo. "Prikriveno oglašavanje na društvenim mrežama - primjer influencera." Master's thesis, Catholic University of Croatia, 2022. https://urn.nsk.hr/urn:nbn:hr:224:795166

Naglić, Mateo. "Prikriveno oglašavanje na društvenim mrežama - primjer influencera." Master's thesis, Catholic University of Croatia, 2022. https://urn.nsk.hr/urn:nbn:hr:224:795166

Naglić, M. (2022). 'Prikriveno oglašavanje na društvenim mrežama - primjer influencera', Master's thesis, Catholic University of Croatia, accessed 18 April 2024, https://urn.nsk.hr/urn:nbn:hr:224:795166

Naglić M. Prikriveno oglašavanje na društvenim mrežama - primjer influencera [Master's thesis]. Zagreb: Catholic University of Croatia; 2022 [cited 2024 April 18] Available at: https://urn.nsk.hr/urn:nbn:hr:224:795166

M. Naglić, "Prikriveno oglašavanje na društvenim mrežama - primjer influencera", Master's thesis, Catholic University of Croatia, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:224:795166

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Metadata
TitlePrikriveno oglašavanje na društvenim mrežama - primjer influencera
Title (english)Surreptitious Advertising on Social Media – an Example of Influencers
AuthorMateo Naglić
MentorJerko Valković (mentor)
MentorMatilda Kolić Stanić (komentor)
Committee memberJasna Ćurković Nimac (predsjednik povjerenstva)
Committee memberJerko Valković (član povjerenstva)
Committee memberSnježana Mališa (član povjerenstva)
GranterCatholic University of Croatia
(Department of Communication Sciences)
Zagreb
Defense date and country2022-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Communicology
Abstract
Oglašavanje je postalo dio naše svakodnevice, a u njegovu širenju posebno značenje imaju masovni mediji. Razvojem i otkrićem digitalnih medija, dolazi do novoga uzleta i prilagodbe oglašavanja. Jedna od karakteristika, zapravo imperativ etički odgovornoga oglašavanja, jest da oglašavatelj treba biti poznat budući da za cilj ima utjecati na ponašanje ljudi. Kako bi se spriječile negativne komunikacijsko-oglašivačke prakse, postoji regulacija, posebno s obzirom na transparentnost. U Hrvatskoj je oglašavanje regulirano s nekoliko zakona, a osim njih treba spomenuti i etičke kodekse udruga koje djeluju na području javnih komunikacija i oglašavanja. Cilj je ovoga rada bio istražiti koliko se navedeni zakonski i etički regulatorni okvir poštuje u oglašavanju na društvenim mrežama, konkretnije u influencerskom marketingu u Hrvatskoj. Kvalitativnom analizom sadržaja analizirane su objave na profilima odabranih hrvatskih influencera na TikToku i Instagramu. Istraživanje je pokazalo da hrvatski influenceri, u većini slučajeva zanemaruju zakonske regulative i etičke smjernice hrvatskih udruga.
Abstract (english)
Advertising has become a part of our everyday life, and mass media play a special role in its spread. With the development and introduction of digital media, we are witnessing a new rise and adaptation of advertising. One of the features, in fact the imperative of ethically responsible advertising, is that the advertiser should be known as it is intended to influence people's behaviour. To prevent negative communications and advertising practices, we have regulations, especially in terms of transparency. In Croatia, advertising is regulated by several laws, and there are also codes of ethics of associations working in the field of public communications and advertising. The purpose of this paper was to investigate the magnitude to which this legal and ethical regulatory framework is respected in advertising on social media, more specifically in influencer marketing in Croatia. The qualitative content analysis looked into posts on the profiles of selected Croatian influencers on TikTok and Instagram. The research showed that Croatian influencers, in most cases, ignore the legal regulations and ethical guidelines of Croatian associations.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:224:795166
Study programmeTitle: Department of Communication Sciences
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-10-12 08:31:21