prikaz prve stranice dokumenta Analiza uloga digitalnih influencera u promociji odabranih modnih brendova
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undergraduate thesis
Analiza uloga digitalnih influencera u promociji odabranih modnih brendova
2020. urn:nbn:hr:146:379326
Malobabić, Hana
VERN University

Cite this document

Malobabić, H. (2020). Analiza uloga digitalnih influencera u promociji odabranih modnih brendova (Undergraduate thesis). Zagreb: VERN University . Retrieved from https://urn.nsk.hr/urn:nbn:hr:146:379326

Malobabić, Hana. "Analiza uloga digitalnih influencera u promociji odabranih modnih brendova." Undergraduate thesis, VERN University , 2020. https://urn.nsk.hr/urn:nbn:hr:146:379326

Malobabić, Hana. "Analiza uloga digitalnih influencera u promociji odabranih modnih brendova." Undergraduate thesis, VERN University , 2020. https://urn.nsk.hr/urn:nbn:hr:146:379326

Malobabić, H. (2020). 'Analiza uloga digitalnih influencera u promociji odabranih modnih brendova', Undergraduate thesis, VERN University , accessed 30 December 2024, https://urn.nsk.hr/urn:nbn:hr:146:379326

Malobabić H. Analiza uloga digitalnih influencera u promociji odabranih modnih brendova [Undergraduate thesis]. Zagreb: VERN University ; 2020 [cited 2024 December 30] Available at: https://urn.nsk.hr/urn:nbn:hr:146:379326

H. Malobabić, "Analiza uloga digitalnih influencera u promociji odabranih modnih brendova", Undergraduate thesis, VERN University , Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:146:379326

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Metadata
TitleAnaliza uloga digitalnih influencera u promociji odabranih modnih brendova
AuthorHana Malobabić
MentorMarija Volarević (mentor)
GranterVERN University
Zagreb
Defense date and country2020-02-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Abstract
Modna je industrija od starina imala veliki utjecaj na društvo u svijetu estetike, ali i u važnijim društvenim temama. Pomoću masovnih medija dolazila je do željene publike i širila svoj utjecaj, a u tome joj je uvelike pomogao marketing. U 21. stoljeću kao novi medij pojavio se Internet, a nedugo zatim i društvene mreže. Velika upotreba društvenih mreža pretvorila ih je u moćan medij specifičan po svojoj dvosmjernosti koja korisnicima daje priliku za sudjelovanje u procesu stvaranja, ocjenjivanja i dijeljenja sadržaja. Popularizacijom društvenih mreža razvili su se novi načini promocije i marketinga, od kojih je proteklih godina vrlo istaknut influencer marketing. Cilj ovoga rada bio je na primjeru nekoliko modnih brendova istražiti na koji način modni brendovi surađuju s digitalnim influencerima na društvenim mrežama te ispitati stavove pripadnika generacije Z o digitalnim influencerima i odabranim modnim videokampanjama u kojima se oni pojavljuju. Kako bi se postigao cilj, korištene su metode studije slučaja i fokus grupe.
Abstract (english)
The fashion industry since olden times has had a great impact on society, not only in the world of aesthetics but also in terms of more important social topics. Through mass media, it reached the desired audience and spread its influence, and this was greatly assisted by marketing. In the 21st century, the Internet emerged as a new medium, followed by social networks. The high utilization of social networks has turned them into a powerful medium specific for their two-way nature, which allows users to participate in the process of creating, evaluating and sharing content. With the popularization of social networks, new ways of promotion and marketing have developed; of which influencer marketing has been very prominent in recent years. The aim of this paper was, on the example of several fashion brands, to investigate how fashion brands interact with digital influencers on social networks and to examine the views of Generation Z members about digital influencers and selected fashion video campaigns where they appear. In order to achieve the objective, case study and focus group methods were used.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:146:379326
Study programmeTitle: Public Relations and Media Studies
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) odnosa s javnošću (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-02-28 15:17:18