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master's thesis
Promocija i pozicioniranje proizvoda na Instagramu
2024. urn:nbn:hr:224:430412
Lovrić, Snježana
Catholic University of Croatia
Department of Communication Sciences

Cite this document

Lovrić, S. (2024). Promocija i pozicioniranje proizvoda na Instagramu (Master's thesis). Zagreb: Catholic University of Croatia. Retrieved from https://urn.nsk.hr/urn:nbn:hr:224:430412

Lovrić, Snježana. "Promocija i pozicioniranje proizvoda na Instagramu." Master's thesis, Catholic University of Croatia, 2024. https://urn.nsk.hr/urn:nbn:hr:224:430412

Lovrić, Snježana. "Promocija i pozicioniranje proizvoda na Instagramu." Master's thesis, Catholic University of Croatia, 2024. https://urn.nsk.hr/urn:nbn:hr:224:430412

Lovrić, S. (2024). 'Promocija i pozicioniranje proizvoda na Instagramu', Master's thesis, Catholic University of Croatia, accessed 16 April 2024, https://urn.nsk.hr/urn:nbn:hr:224:430412

Lovrić S. Promocija i pozicioniranje proizvoda na Instagramu [Master's thesis]. Zagreb: Catholic University of Croatia; 2024 [cited 2024 April 16] Available at: https://urn.nsk.hr/urn:nbn:hr:224:430412

S. Lovrić, "Promocija i pozicioniranje proizvoda na Instagramu", Master's thesis, Catholic University of Croatia, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:224:430412

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Metadata
TitlePromocija i pozicioniranje proizvoda na Instagramu
Title (english)Promotion and positioning of products on Instagram
AuthorSnježana Lovrić
MentorLucija Mihaljević (mentor)
Committee memberIvan Uldrijan (predsjednik povjerenstva)
Committee memberLucija Mihaljević (član povjerenstva)
Committee memberSuzana Peran (član povjerenstva)
GranterCatholic University of Croatia
(Department of Communication Sciences)
Zagreb
Defense date and country2024-03-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Communicology
Abstract
Ovaj diplomski rad donosi povijesni pregled razvoja odnosa s javnošću s posebnim naglaskom na ulogu odnosa s javnošću u kontekstu novih medija, posebice društvenih mreža, i uloge koju odnosi s javnošću imaju u promociji u današnjem svijetu. U radu su također sagledani i analizirani marketinški apeli koji se koriste u oglašavanju. Istraživački dio rada sagledava ulogu influencera u pozicioniranju i promociji proizvoda na Instagramu kroz intervjue koji su provedeni s četiri hrvatske influencerice. Na kraju diplomski rad donosi raspravu o provedenom istraživanju, opisuju se ograničenja i implikacije za buduća istraživanja te naposljetku slijedi zaključno poglavlje. Zaključak donosi promišljanje o tome kako se problematici oglašavanja i pozicioniranja i promocije proizvoda treba pristupiti i u kontekstu moralno-etičkih problema s kojima se svijet susreće u dobu raširenog korištenja društvenih mreža.
Abstract (english)
This master's thesis provides a historical overview of the development of public relations, with a specific emphasis on the role of public relations in the context of new media, particularly social media, and the role that public relations plays in contemporary promotion. The thesis also examines and analyses marketing appeals used in advertising. The research section of the thesis explores the role of influencers in product positioning and promotion on Instagram through interviews conducted with four Croatian influencers. Finally, the master's thesis presents a discussion of the conducted research, its limitations, and implications for future studies, followed by a conclusion. The conclusion reflects on how the issues of advertising, product positioning, and promotion should be approached, particularly in the context of moral and ethical challenges faced by the world in the era of widespread social media usage.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:224:430412
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 on2024-03-19 13:09:37