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master's thesis
UTJECAJ FACEBOOK ZAJEDNICA BRENDA NA STAVOVE CILJNIH JAVNOSTI
Diplomski rad
2019. urn:nbn:hr:124:262493
Gušavac, Tanja
University of Split
Faculty of economics Split

Cite this document

Gušavac, T. (2019). UTJECAJ FACEBOOK ZAJEDNICA BRENDA NA STAVOVE CILJNIH JAVNOSTI : Diplomski rad (Master's thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:262493

Gušavac, Tanja. "UTJECAJ FACEBOOK ZAJEDNICA BRENDA NA STAVOVE CILJNIH JAVNOSTI : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:262493

Gušavac, Tanja. "UTJECAJ FACEBOOK ZAJEDNICA BRENDA NA STAVOVE CILJNIH JAVNOSTI : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:262493

Gušavac, T. (2019). 'UTJECAJ FACEBOOK ZAJEDNICA BRENDA NA STAVOVE CILJNIH JAVNOSTI : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 22 March 2023, https://urn.nsk.hr/urn:nbn:hr:124:262493

Gušavac T. UTJECAJ FACEBOOK ZAJEDNICA BRENDA NA STAVOVE CILJNIH JAVNOSTI : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2019 [cited 2023 March 22] Available at: https://urn.nsk.hr/urn:nbn:hr:124:262493

T. Gušavac, "UTJECAJ FACEBOOK ZAJEDNICA BRENDA NA STAVOVE CILJNIH JAVNOSTI : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:124:262493

Metadata
TitleUTJECAJ FACEBOOK ZAJEDNICA BRENDA NA STAVOVE CILJNIH JAVNOSTI : Diplomski rad
AuthorTanja Gušavac
MentorGoran Dedić (mentor)
MBZ: 274212
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2019-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Brze tehnološke promjene uzrokovale su promjene u svim sferama ljudskog života. Stopa korištenja društvenih medija u stalnom je porastu, pa se putem istih pokušava utjecati na korisnike. Sve više kompanija posjeduje profile svojih brendova na Facebooku te putem istih rade na vidljivosti i prepoznatljivosti brenda kroz promoviranje, oglašavanje i komunikaciju s ciljnim javnosti. Ujedno na isti način rade i na brend iskustvu te brend lojalnosti. Stavovi pojedinaca se tijekom života stječu, formiraju, i mijenjaju, a utjecaj na njih imaju brojni faktori. Ovaj rad ispituje na koji način aktivnosti brend zajednica na Facebooku utječu na stav i komponente stava ciljnih javnosti. Prvi dio rada bavi se definiranjem glavnih pojmova bitnih za razumijevanje materije, dok se u drugom dijelu rada provodi empirijsko istraživanje te se testiraju hipoteze postavljene na temelju pregledane literature. Analizom podataka došlo se do zaključka da aktivnosti brenda putem Facebook zajednica brenda ostvaruju određeni utjecaj na stav i komponente stava ciljnih skupina, no da se rezultati trebaju uzeti sa zadrškom s obzirom na kompleksnost područja psihologije pojedinca u koju istraživanje zalazi.
Abstract (english)
Rapid technological changes have caused changes in all spheres of human life. The rate of usage of social media is constantly increasing and this has influence on users. More and more companies have profiles of their brands on Facebook, and through them, they are working on the visibility and recognition of the brand throughout promotion, advertising and communication with the target audiences. At the same time, they work on brand experience and brand loyalty. Individuals' attitudes are acquired, formed, and changed throughout their lives, and many factors influence them. This paper examines how the activities of brand communities on Facebook affect the attitude and attitude components of target audiences. The first part deals with the definition of the main concepts relevant to the understanding of matter, while the second part covers the empirical research and tests the hypotheses based on the reviewed literature. The analysis of the data concluded that brand activities through Facebook brand communities exert some influence on the attitude and components of the target group's attitude, but that the results should be taken with a reserve, given the complexity of the field of individuals psychology which the research includes.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:262493
Study programmeTitle: Business Studies
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 on2019-11-21 10:49:52