Uloga marketinga na društvenim medijima u razvoju svijesti o marki i lojalnost marki

master's thesis

• Title (english): The role of social media marketing in development of brand awareness and brand loyalty
• Author: Karla Ravlić
• Mentor: Sandra Horvat (mentor)
• Committee member: Morana Fudurić (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-07-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Predmet ovog diplomskog rada je uloga marketinga na društvenim medijima u razvoju svjesnosti o marki i lojalnosti marki. Cilj rada je ispitati ulogu marketinških aktivnosti na društvenim medijima u izgradnji svijest o marki te analizirati ulogu svijesti o marki u izgradnji lojalnosti marki. U svrhu ispunjenja navedenih ciljeva, odabrana je kvantitativna metodologija prikupljanja podataka, odnosno ispitivanje je provedeno putem anketnog upitnika na namjernom prigodnom uzorku od 106 ispitanika. Za određivanje specifične industrije prilikom istraživanja i dobivanje relevantnijih podataka, analizirane su vodeće marke sportske odjeće i obuće na tržištu: Nike, Adidas i Puma. Rezultati istraživanja pokazuju da veliki broj ispitanika prati odabrane marke, njihove sadržaje smatra aktualnim i zabavnim, pretražuje informacije o odabranim markama, razmjenjuje iskustva i mišljenja s ostalim korisnicima te su svjesni njenih obilježja. No, također je otkriveno kako ispitanici nisu odabranu marku upamtili putem društvenih medija, već su ju upamtili zbog drugih čimbenika koji nisu obuhvaćeni ovim istraživanjem. Rezultati također pokazuju da se velik broj ispitanika prvo sjeti odabrane marke prilikom pretraživanja na društvenim medijima te putem društvenih medija pretražuje informacije o odabranoj marki sportske obuće i odjeće. Daljnji rezultati pokazuju da je većina ispitanika zadovoljno s provođenjem komunikacije odabrane marke na društvenim medijima te da bi odabranu marku preporučili drugima putem društvenih medija čime je vidljiva njihova lojalnost prema odabranoj marki.

Abstract (english)

The subject of research in this thesis is the role of social media marketing in the development of brand awareness and brand loyalty. The aim of the paper is to examine the role of marketing activities on social media in building brand awareness and brand loyalty and to analyze the effect of brand awareness in building brand loyalty. In order to fulfill the stated goals, a quantitative data collection methodology was chosen, i.e. the survey was conducted through a survey questionnaire, which was created using Google forms, on 106 respondents. To focus on the specific industry and obtain more relevant data, the leaders of sportswear and footwear on the market were analyzed: Nike, Adidas and Puma. The research results show that a large number of respondents follow the selected brands, consider their contents current and entertaining, search for information about the selected brands, exchange experiences and opinions with other users and are aware of their features. However, it was also revealed that the respondents did not remember the selected brand through social media, but remembered it due to other factors unknown in this paper. The research results also show that a large number of respondents first remember the selected brand when searching on social media and that they search for information about the selected brand of sports shoes and clothing through social media. Further results show that the majority of respondents are satisfied with the communication of the selected brand on social media and that they would recommend the brand to others via social media, which shows their loyalty to the selected brand.

• Keywords: marketing; društveni; mediji; marka; lojalnost
• Keywords (english): marketing; social; media; brand; loyalty
• Language: croatian
• URN:NBN: urn:nbn:hr:148:193589
• 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: Open access
• Created on: 2023-07-13 09:26:52