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master's thesis
Oglašavanje na Instagramu
2018. urn:nbn:hr:137:297382
Čuturilo, Snježana
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

Cite this document

Čuturilo, S. (2018). Oglašavanje na Instagramu (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:297382

Čuturilo, Snježana. "Oglašavanje na Instagramu." Master's thesis, University of Pula, 2018. https://urn.nsk.hr/urn:nbn:hr:137:297382

Čuturilo, Snježana. "Oglašavanje na Instagramu." Master's thesis, University of Pula, 2018. https://urn.nsk.hr/urn:nbn:hr:137:297382

Čuturilo, S. (2018). 'Oglašavanje na Instagramu', Master's thesis, University of Pula, accessed 26 November 2024, https://urn.nsk.hr/urn:nbn:hr:137:297382

Čuturilo S. Oglašavanje na Instagramu [Master's thesis]. Pula: University of Pula; 2018 [cited 2024 November 26] Available at: https://urn.nsk.hr/urn:nbn:hr:137:297382

S. Čuturilo, "Oglašavanje na Instagramu", Master's thesis, University of Pula, Pula, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:137:297382

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Metadata
TitleOglašavanje na Instagramu
Title (english)Advertising on Instagram
AuthorSnježana Čuturilo
MentorDražen Alerić (mentor)
Committee memberDragan Benazić (predsjednik povjerenstva)
Committee memberDražen Alerić (član povjerenstva)
Committee memberAriana Nefat (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2018-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Godine evolucije interneta kao oblika komunikacije dovele su do naglog razvoja u području korištenja raznih društvenih mreža u marketinške svrhe. Sve veća povezanost između ljudi koji se nalaze po cijelom svijetu olakšala je način kako poduzeća dopiru do svojih krajnjih korisnika. Dobra umreženost i brza dostava svake poruke i slike svakim danom polako je stavila u zaborav stare oblike oglašavanja. Dolaskom društvenih mreža kao oblika oglašavanja pokrenula se revolucija u novom načinu komuniciranja između poduzeća i krajnjeg korisnika. U moru klasičnih društvenih mreža koje su se temeljile na tekstualnom obliku istaknuo se novi način komunikacije, a to su slike i videi. Dolaskom pametnih telefona ubrzo se razvio trend mobilnih aplikacija društvenih mreža među kojima se posebno istaknuo Instagram, čija se komunikacija temeljila na vizualnom sadržaju. Nešto novo i drugačije ubrzo je postalo trend među mlađom demografijom koja takve platforme koristi na dnevnoj bazi. Dostupnost mobilnih uređaja u svakom trenutku pokazalo se kao odličan način oglašavanja putem mobilnih aplikacija društvenih mreža i stvaranja bliskog odnosa s korisnicima. U ovom magistarskom radu cilj je bio prikazati kolika je zastupljenost društvenih mreža u oglašavanju u Hrvatskoj, te koliko takve trendove mogu pratiti i starije populacije. Naglasak je stavljen na Instagram kao jedan od novijih načina oglašavanja koji je još uvijek relativno zapostavljen u Hrvatskoj. Rad se temelji na upoznavanju popularnih društvenih mreža kroz njihov razvoj, te cijeli process oglašavanja uz kratko istraživanje na primjeru Hrvatskog Telekoma.
Abstract (english)
Years of evolution of Internet as means of communication have brought rapid development in using various social networks for marketing purposes. Increasing connectivity between people from all parts of the world has made companies’ reach to their end users easy. Good networking and fast delivery of every message and picture is putting old means of advertising to history every day. With social networks as means of advertising there has been a revolution in new ways of communication between the companies and end users. In the sea of classic text-based social networks a new way of communication stood out, and that’s pictures and videos. With smartphone arrival there soon developed a mobile apps trend for social networks, among which Instagram, who’s communication was based on visual content, stood out the most. Something new and different soon became a trend amongst younger demographics which uses those types of platforms on a daily basis. Availability of mobile devices at any given moment has proven an excellent way to advertise through social networks’ mobile apps, and building a close relationship with the users. This master’s thesis aims to show the extent of usage of social networks in advertising in Croatia, and how can even older populations can stay up to speed. Emphasis is on Instagram as one of the newer ways of advertising which is still relatively neglected in Croatia. The thesis is based on getting familiar with the popular social networks through their development, as well as the entire process of advertising, with brief research on the example of Croatian Telecom.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:297382
Study programmeTitle: Business Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2018-10-10 21:08:05