Uloga promocije u organizaciji glazbenih festivala u Republici Hrvatskoj

master's thesis

• Title (english): The role of promotion in the organization of music festivals in the Republic of Croatia
• Author: Tena Fulanović
• Mentor: Mirko Palić (mentor)
• Committee member: Mirko Palić (predsjednik povjerenstva)
• Committee member: Ana Tkalac Verčič (član povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-12-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Rad se bavi istraživanjem uloge promocije pri organizaciji glazbenih događanja. Cilj rada je istražiti ulogu marketinga i promocije u glazbenoj industriji, te utjecaj promocije na uspješnost glazbenih događaja. Istražuje se upotreba promotivnih alata, njihova uloga i važnost pri donošenju odluke o kupnji te uloga društvenih mreža i utjecajnih osoba u komunikaciji s ciljanom publikom. Rad se sastoji od teorijskog dijela u kojem se temeljem istraživanja primarnih i sekundarnih izvora istražuje teorijski dio rada, dok se drugi dio sastoji od empirijskog istraživanja provedenim anketnim upitnikom na uzorku od 130 ispitanika (N=130). Istraživanjem je dovelo do indikativnih informacija o sudionicima glazbenih festivala, načinu informiranja o glazbenim događajima i slično. U izradi teorijskog dijela rada prikupljeni su podaci iz stručne literature, znanstvenih časopisa, stručnih knjiga i internetskih izvora. Osnovni instrument istraživanja je visoko strukturirani anketni upitnik, a podaci su obrađeni metodom deskriptivne statistike i korelacijskom analizom. Rezultati istraživanja ukazuju na preferencije ciljanog segmenta potrošača, a koje su vezane uz promotivne aktivnosti glazbenog festivala, o načinu informiranja na društvenim mrežama i drugo.

Abstract (english)

The paper explores the role of promotion in the organization of musical events. The aim of the paper is to investigate the role of marketing and promotion in the music industry, and the influence of promotion on the success of music events. The use of promotional tools, their role and importance in making a purchase decision, and the role of social networks and influential persons in communication with the target audience are investigated. The work consists of a theoretical part in which the investigation is based on the research of primary and secondary sources, while the second part consists of an empirical research conducted by distributing appendix online, on a sample of 130 respondents (N=130). The research leads to indicative information about the participants on music festivals, the way of informing about music events and the like. In the preparation of the theoretical part of the work, data was collected from professional literature, scientific journals, professional books and Internet sources. The basic instrument of the research is a highly structured survey questionnaire, and the data were processed using the method of descriptive statistics and correlation analysis. The results of the research indicate the preferences of the target consumer segment, which are related to the promotional activities of the music festival.

• Keywords: promocija; festivali; glazba; marketing; društvene mreže; internet; festival; promotivne aktivnosti; glazbeni događaji; glazbeni festivali
• Keywords (english): promotion; festivals; music; marketing; social networks; internet; festival; promotional activities; music events; music festivals
• Language: croatian
• URN:NBN: urn:nbn:hr:148:715387
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Embargoed access; Embargo expiration date: 2025-01-12
• Created on: 2023-01-11 15:34:25