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master's thesis
Korištenje alata društvenih medija u odnosima s javnošću u Hrvatskoj
2020. urn:nbn:hr:224:371992
Devunić, Patricia
Catholic University of Croatia
Department of Communication Sciences

Cite this document

Devunić, P. (2020). Korištenje alata društvenih medija u odnosima s javnošću u Hrvatskoj (Master's thesis). Zagreb: Catholic University of Croatia. Retrieved from https://urn.nsk.hr/urn:nbn:hr:224:371992

Devunić, Patricia. "Korištenje alata društvenih medija u odnosima s javnošću u Hrvatskoj." Master's thesis, Catholic University of Croatia, 2020. https://urn.nsk.hr/urn:nbn:hr:224:371992

Devunić, Patricia. "Korištenje alata društvenih medija u odnosima s javnošću u Hrvatskoj." Master's thesis, Catholic University of Croatia, 2020. https://urn.nsk.hr/urn:nbn:hr:224:371992

Devunić, P. (2020). 'Korištenje alata društvenih medija u odnosima s javnošću u Hrvatskoj', Master's thesis, Catholic University of Croatia, accessed 22 April 2024, https://urn.nsk.hr/urn:nbn:hr:224:371992

Devunić P. Korištenje alata društvenih medija u odnosima s javnošću u Hrvatskoj [Master's thesis]. Zagreb: Catholic University of Croatia; 2020 [cited 2024 April 22] Available at: https://urn.nsk.hr/urn:nbn:hr:224:371992

P. Devunić, "Korištenje alata društvenih medija u odnosima s javnošću u Hrvatskoj", Master's thesis, Catholic University of Croatia, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:224:371992

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Metadata
TitleKorištenje alata društvenih medija u odnosima s javnošću u Hrvatskoj
Title (english)The Use of Social Media Tools in Public Relations in Croatia
AuthorPatricia Devunić
MentorLucija Mihaljević (mentor)
Committee memberMarijana Togonal (predsjednik povjerenstva)
Committee memberLucija Mihaljević (član povjerenstva)
Committee memberAnto Mikić (član povjerenstva)
GranterCatholic University of Croatia
(Department of Communication Sciences)
Zagreb
Defense date and country2020-12-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Korištenje alata društvenih medija – društvenih mreža, blogova, podcasta, e-maila, aplikacija za instant messaging i mrežnih stranica – postalo je sastavni dio prakse odnosa s javnošću. Opći cilj ovog rada bio je, komparativnom metodom, istražiti korištenje ovih alata u praksi odnosa s javnošću u Hrvatskoj. U radu je korištena kvalitativna metodologija te su na uzorku od osam sudionika od kojih po dva sudionika dolaze iz tri različita sektora u odnosima s javnošću – javnog, neprofitnog i poslovnog – provedeni polustrukturirani intervjui. Istraživanje je pokazalo da organizacije, neovisno o sektoru, sve više koriste alate društvenih medija u svojim komunikacijskim strategijama te ih aktivno koriste u online aktivnostima. Temeljnim razlogom za njihovo korištenje pokazala se mogućnost uspostavljanja dvosmjerne komunikacije između organizacija i njihovih ciljnih javnosti koje su segmentirane prema području njihovog rada. Od svih alata društvenih medija, u Hrvatskoj se i dalje najčešće koriste društvene mreže Facebook, Instagram i Twitter koji se posebno korisnim pokazao u javnome sektoru.
Abstract (english)
The use of social media tools - social networks, blogs, podcasts, e-mails, instant messaging applications and websites - has become an integral part of public relations practice. The general goal of this paper was to investigate the use of these tools in the public relations practice in Croatia by means of a comparative method. The research employs a qualitative methodology. Semi-structured interviews were applied on a research sample of eight participants from three different sectors in public relations - the public, non-profit and business sector. The research has shown that organizations, regardless of the sector, are increasingly using social media tools in their communication strategies and are actively using them in their online activities. The main reason of their use of social media tools is the possibility of establishing a two-way communication between organizations and their target audiences which are segmented according to the area of the organizations´ work. Of all social media tools, the ones which are most commonly used are the social networks Facebook, Instagram and Twitter, with the latter one being particularly useful in the public sector.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:224:371992
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 on2021-01-07 13:06:24