Title Utjecaj pandemije Covid-19 na sadržaj i komunikaciju putem društvenih mreža Title (english) Covid-19 Impact on Social Media Content and Communication Author Antonia Janković Mentor Erik Ružić (mentor)Committee member Dragan Benazić (predsjednik povjerenstva)Committee member Erik Ružić (član povjerenstva)Committee member Danijela Križman Pavlović (član povjerenstva)Granter University of Pula Defense date and country 2022-09-26, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Rezultati provedenog istraživanja (anketni upitnik i intervju) pokazuju da je pandemija
COVID-19 utjecala na marketinšku komunikaciju i sadržaj na društvenim mrežama.
Kada je riječ o korištenju društvenih mreža, značajan broj ispitanika (98,7%) koristi
barem jednu društvenu mrežu, a među najpopularnijima su Instagram, Facebook i
YouTube. Većina ispitanika na društvenim mrežama provede od 1 do 3 sata dnevno. Tijekom pandemije COVID-19 najčešće su se koristile iste društvene mreže kao i prije pandemije, a to su: Facebook, Instagram i YouTube. Ukupni se angažman ispitanika
na društvenim mrežama povećao tijekom pandemije COVID-19, a kao glavni razlog
takvog ponašanja ispitanici navode višak slobodnog vremena i mogućnost
komunikacije s prijateljima i obitelji putem društvenih mreža. Također, društvene mreže
ispitanicima su pomogle da se lakše nose sa novonastalom situacijom. Ipak, većina
njih smatra da je na društvenim mrežama bilo previše sadržaja vezanog za pandemiju
COVID-19. Ispitanici smatraju da su tijekom pandemije COVID-19 mnogo više koristili
mogućnosti koje društvene mreže nude (komentiranje, sviđanje). Ipak, društvene
mreže im nisu uspjele zamijeniti druženja i komunikaciju uživo. Pandemija je značajno
utjecala na povećanje korištenja društvenih mreža, što dokazuje činjenica da su
ispitanici tijekom pandemije pratili sadržaj koji ih prije pandemije nije zanimao. Od
ukupnog broja ispitanika, njih 15,4% tijekom pandemije COVID-19 počelo je koristiti
novu društvenu mrežu. TikTok je društvena mreža koju je počela koristiti većina
ispitanika.Društvene mreže još su se jednom pokazale kao vrlo snažan medij, koji okuplja veliki
broj korisnika. Upravo ta činjenica poduzećima može donijeti brojne koristi, no i
izazove. Pandemija je nešto što je pogodilo čitav svijet i u tom periodu na društvenim
mrežama razina informacija se znatno povećala. U takvim situacijama poduzeća
moraju odabrati pravi način kako doprijeti do željene publike.
Abstract (english) The results of the conducted research (survey questionnaire and interview) show that it is a pandemic
COVID-19 affected marketing communication and content on social networks.
When it comes to the use of social networks, a significant number of respondents (98.7%) use them
at least one social network, and among the most popular are Instagram, Facebook and
YouTube. Most respondents spend 1 to 3 hours a day on social networks. During the COVID-19 pandemic, the most used social networks were the same as before the pandemic, namely: Facebook, Instagram and YouTube. The total engagement of the respondents
on social networks increased during the COVID-19 pandemic, and as the main reason
the interviewees mention excess free time and the possibility of such behavior
communication with friends and family through social networks. Also, social networks
they helped the respondents to cope with the new situation more easily. However, the majority
of them believes that there was too much content related to the pandemic on social networks
COVID-19. Respondents believe that they used much more during the COVID-19 pandemic
possibilities that social networks offer (commenting, liking). However, social
the networks failed to replace their socializing and live communication. The pandemic is significant
influenced the increase in the use of social networks, as evidenced by the fact that
respondents followed content during the pandemic that they were not interested in before the pandemic. From
of the total number of respondents, 15.4% of them started using during the COVID-19 pandemic
a new social network. TikTok is a social network that has started to be used by the majority
of respondents. Social networks once again proved to be a very powerful medium, which gathers large
number of users. This very fact can bring numerous benefits to companies, but also
challenges. A pandemic is something that has affected the entire world and in that period on social media
networks, the level of information has increased significantly. In such situations, companies
they have to choose the right way to reach the desired audience.
Keywords
COVID - 19
pandemija
društvene mreže
mediji
poduzeća
Keywords (english)
COVID - 19
pandemic
social networks
media
companies
Language croatian URN:NBN urn:nbn:hr:137:135169 Study programme Title: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2023-09-27 10:44:48
