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master's thesis
Uloga Instagrama kod sklonosti potrošača prema luksuznim brendovima
2021. urn:nbn:hr:233:483176
Franić, Lucija
Edward Bernays University of Applied Sciences
Department of Public Relations

Cite this document

Franić, L. (2021). Uloga Instagrama kod sklonosti potrošača prema luksuznim brendovima (Master's thesis). Zagreb: Edward Bernays University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:483176

Franić, Lucija. "Uloga Instagrama kod sklonosti potrošača prema luksuznim brendovima." Master's thesis, Edward Bernays University of Applied Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:233:483176

Franić, Lucija. "Uloga Instagrama kod sklonosti potrošača prema luksuznim brendovima." Master's thesis, Edward Bernays University of Applied Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:233:483176

Franić, L. (2021). 'Uloga Instagrama kod sklonosti potrošača prema luksuznim brendovima', Master's thesis, Edward Bernays University of Applied Sciences, accessed 21 January 2025, https://urn.nsk.hr/urn:nbn:hr:233:483176

Franić L. Uloga Instagrama kod sklonosti potrošača prema luksuznim brendovima [Master's thesis]. Zagreb: Edward Bernays University of Applied Sciences; 2021 [cited 2025 January 21] Available at: https://urn.nsk.hr/urn:nbn:hr:233:483176

L. Franić, "Uloga Instagrama kod sklonosti potrošača prema luksuznim brendovima", Master's thesis, Edward Bernays University of Applied Sciences, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:233:483176

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Metadata
TitleUloga Instagrama kod sklonosti potrošača prema luksuznim brendovima
AuthorLucija Franić
MentorHelena Šimić (mentor)
GranterEdward Bernays University of Applied Sciences
(Department of Public Relations)
Zagreb
Defense date and country2021-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Popularnost društvenih mreža raste svakodnevno, od onih općeprihvaćenih kao što su Facebook ili Instagram, do najnovijih društvenih mreža. Jedno im je zajedničko, a to je promoviranje i prezentacija vlastitog načina života. Rijetki su pojedinci koji nemaju otvoren profil ni na jednoj društvenoj mreži. Prezentacija vlastitog života usko je povezana s proizvodima i uslugama koje pojedinac koristi. Ističući proizvode i usluge koje koriste u svakodnevnom životu pojedinci ističu i omiljene brandove, a upravo društvene mreže otvaraju prostor brendovima da se pozicioniraju i povežu sa svojim korisnicima. Brandovi služe kao sredstvo iskazivanja. Prisutnost brendova i promocije proizvoda na društvenim mrežama postala je svakodnevna, a popularnost društvene mreže Instagram među mlađom populacijom svakodnevno raste. S obzirom na to u ovom radu, osim obrade teorijskog dijela, provedeno je kvantitativno i kvalitativno istraživanje koje će nam pomoći odrediti ulogu Instagrama kod sklonosti potrošača prema luksuznim brendovima.
Abstract (english)
The popularity of social networks grows day by day, such as Facebook or Instagram, to the latest social media. What they all have in common is promoting a way of life, better known as lifestyle and sharing content from everyday life. Individuals who dondon’t have an open profile on social media are very rare. The presentation of lifestyle is closely related to the products and services that an individual uses. By emphasizing the produc ts and services they use in everyday life, individuals also emphasize their favorite brands, and it is social networks as a daily used tool that open up space for brands to position themselves and connect with their customers. Nowadays, brands serve as a m eans of expression. The presence of brands and promotions on social media in todaytoday’s world is a must. Also, the popularity of Instagram among the younger population is growing. In view of this paper, besides processing the theoretical part, quantitative an d qualitative research has been carried out to help us to determine the role of Instagram in consumer preferences towards luxurious brands.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:483176
Study programmeTitle: Public Relations Management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist odnosa s javnošću (stručni specijalist 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 on2024-12-31 12:33:36