Uloga kratkih videozapisa kao oblika sadržaja u marketingu sadržaja

master's thesis

• Title (english): The role of short videos as a form of content in content marketing
• Author: Adrijana Sladoljev
• Mentor: Vatroslav Škare (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Brojna istraživanja predstavljaju kratki video kao najpopularniji i najučinkovitiji oblik sadržaja u digitalnom marketingu. Unatoč tome, istraživanja koja promatraju marketinške mogućnosti kratkih videozapisa su rijetka, osobito istraživanja koja se provode na uzorku stručnjaka za kratke videozapise. Cilj diplomskog rada je prikupiti i analizirati dosadašnje spoznaje o marketingu sadržaja i specifičnostima kratkih videozapisa kako bi se stvorila podloga za primarno istraživanje. Primarnim istraživanjem putem dubinskih intervjua na uzorku od 8 marketinških stručnjaka iz hrvatskih marketinških agencija istražila su se mišljenja i iskustva stručnjaka o primjeni kratkih videozapisa u marketingu sadržaja. Rad će pružiti korisne smjernice marketinškim stručnjacima i istraživačima u području digitalnog marketinga i video sadržaja.

Abstract (english)

Numerous studies present short video as the most popular and effective form of content in digital marketing. Despite this, research looking at the marketing potential of short videos is rare, especially research conducted with a sample of professionals. The aim of the thesis is to collect and analyze previous knowledge about content marketing and the specifics of short videos in order to create a basis for primary research. Primary research is conducted through in-depth interviews with a sample of eight marketing experts from Croatian marketing agencies and explores the opinions and experiences of experts on the use of short videos in content marketing. This paper will provide useful guidance to marketers and researchers in the field of digital marketing and video content.

• Keywords: kratki videozapisi; sadržaj; marketing sadržaja; digitalni marketing
• Keywords (english): short videos; content; content marketing; digital marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:576426
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica digitalnog marketinga (stručni/a specijalist/specijalistica digitalnog marketinga)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-10-01 18:59:58