Uloga različitih vrijednosti sadržaja kod upravljanja sadržajem marke u digitalnom okruženju

master's thesis

• Title (english): The role of different content values in brand content management in the digital environment
• Author: Lea Lisac
• Mentor: Vatroslav Škare (mentor)
• Committee member: Morana Fudurić (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Sadržaj je, u kontekstu marketinga, skup informacija koje javnost dobiva od marke, a postoji već stoljećima. Upravo je iz tog razloga poduzećima teško iskočiti iz okvira i biti jedinstven kako bi se što više potrošača povezalo s markom s ciljem dugoročne i lojalne veze. U ovom se radu prikazuju specifičnosti digitalnog marketinga i sadržaja u digitalnom okruženju, te se navodi važnost upravljanja istim. Nadalje, definiraju se vrste sadržaja kako bi se lakše moglo odrediti koje su najzastupljenije i kako se određena koristi. U svrhu potkrepljenja teorijskog okvira konkretnim podacima, provedeno je empirijsko istraživanje percepcije različitih vrijednosti sadržaja marki na društvenim mrežama uz pomoć internetskog anketnog upitnika napravljenog prema istraživanjima Lou i Xie (2021.) i Zhang, Xu i Ye (2021.). Ispitanici su prilikom pristupanja upitniku bili zamoljeni da pogledaju tri videa platforme za učenje stranih jezika Duolingo koji su bili preuzeti s YouTube Shorts-a. Nakon pogledanih videa, dobili su određene tvrdnje vezane uz informativne, zabavne, društvene i funkcionalne vrijednosti sadržaja uz pomoć kojih su trebali vrednovati percipirane vrijednosti pogledanih videa. Istraživanje je potkrijepilo teoriju u tvrdnji da su zabavne i funkcionalne vrijednosti najbolje percipirane, dok su informativne i društvene slabije percipirane. Zaključeno je da su informativne vrijednosti ovisne o vrsti sadržaja, ali i skupini potrošača koja se njima cilja, dok su društvene vrijednosti osobni stav potrošača o samima sebi, te su zato uvijek lošije percipirane.

Abstract (english)

In the context of marketing, content refers to a set of information that the public receives from a brand through different means, and it has been present over centuries. This is precisely why businesses find it challenging to stand out and be unique to be able to connect with as many consumers as possible and foster long-term loyalty. This paper explores the specifics of digital marketing and content in the digital environment, discussing the importance of effective content management. Several types of content are defined to facilitate the identification of the most prevalent ones and to note how each is utilized. To support the theoretical framework with concrete data, an empirical study was conducted on the perception of different values of branded content on social media, using an online survey based on the research by Lou and Xie (2021), and Zhang, Xu and Ye (2021.). Survey participants were asked to watch three videos from the language learning platform Duolingo, which were sourced from YouTube Shorts. After watching the videos, they were presented with statements related to informative, entertaining, social, and functional content values, based on which they evaluated the perceived values of the watched videos. The study confirmed the theoretical thesis that entertaining and functional values were perceived the most positive, while informative and social values were perceived the least favorably. It was concluded that informative values depend on the content type and the targeted consumer group, whereas social values are related to the consumers' personal perceptions of themselves, hence being consistently perceived as less positive.

• Keywords: marketing sadržaja; društvene mreže; percepcija vrijednosti sadržaja; formati sadržaja; upravljanje sadržajem; digitalni sadržaji
• Keywords (english): content marketing; social media; content value perception; content formats; content management; digital content
• Language: croatian
• URN:NBN: urn:nbn:hr:148:366883
• 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: Access restricted to students and staff of home institution
• Created on: 2023-09-25 10:08:10