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master's thesis
Nove perspektive u brendiranju
Važnost društvenih mreža
2021. urn:nbn:hr:233:199111
Matić, Nika
Edward Bernays University of Applied Sciences
Department of Public Relations

Cite this document

Matić, N. (2021). Nove perspektive u brendiranju : Važnost društvenih mreža (Master's thesis). Zagreb: Edward Bernays University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:199111

Matić, Nika. "Nove perspektive u brendiranju : Važnost društvenih mreža." Master's thesis, Edward Bernays University of Applied Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:233:199111

Matić, Nika. "Nove perspektive u brendiranju : Važnost društvenih mreža." Master's thesis, Edward Bernays University of Applied Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:233:199111

Matić, N. (2021). 'Nove perspektive u brendiranju : Važnost društvenih mreža', Master's thesis, Edward Bernays University of Applied Sciences, accessed 23 January 2025, https://urn.nsk.hr/urn:nbn:hr:233:199111

Matić N. Nove perspektive u brendiranju : Važnost društvenih mreža [Master's thesis]. Zagreb: Edward Bernays University of Applied Sciences; 2021 [cited 2025 January 23] Available at: https://urn.nsk.hr/urn:nbn:hr:233:199111

N. Matić, "Nove perspektive u brendiranju : Važnost društvenih mreža", Master's thesis, Edward Bernays University of Applied Sciences, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:233:199111

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Metadata
TitleNove perspektive u brendiranju : Važnost društvenih mreža
AuthorNika Matić
MentorDorotea Milas (mentor)
GranterEdward Bernays University of Applied Sciences
(Department of Public Relations)
Zagreb
Defense date and country2021-07-01, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
U radu je predstavljena tema brendinga u vidu njezinih povijesnih, teorijskih i kulturoloških postavki s posebnim naglaskom na stanje brendinga danas i nove perspektive koje je brendingu omogućila sveprisutna digitalizacija te njezina, kulturološki i sociološki, najznačajnija kategorija – društvene mreže. Prvi dio rada temelji se na opsežnoj analizi stručne i znanstvene literature te ostalih sekundarnih izvora s ciljem upotpunjavanja teorijskog dijela istraživanja, dok se drugi, empirijski dio rada, temelji na provedenom istraživanju koje obuhvaća prikupljanje, obradu i prezentaciju podataka dobivenih metodom dubinskog intervjua s relevantnim osobama koje se aktivno bave brendingom u Hrvatskoj. Rezultat rada su relevantni podatci vezani uz pitanja brendinga putem društvenih mreža, trenutni trendovi vezani uz upravljanje brendovima i uvid u njihovu potencijalnu budućnost.
Abstract (english)
The paper presents the topic of branding in the view of its historical, theoretical and cultural settings, with special emphasis on the state of branding today and the new perspectives that digitalization has opened for it that have opened for branding due to the omnipresent digitalization, and its currently culturally and sociologically most important category - social media. The first part of the paper is based on an extensive analysis of professional and scientific literature, and other secondary sources, with the aim of completing the theoretical part of the research. While the second, empirical part of the paper is based on the research that includes the collection, processing and presentation of data obtained by the method of in-depth interviews with relevant people who are actively engaged in branding in Croatia. The result of the work is relevant data related to branding issues through social media, current trends related to brand management and insight into its potential future.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:199111
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 16:39:36