Izazovi upravljanja negativnim angažmanom potrošača sa sadržajem marke na društvenim mrežama

master's thesis

• Title (english): Challenges of managing negative consumer engagement with brand content on social media
• Author: Sven Šimun
• Mentor: Vatroslav Škare (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Morana Fudurić (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U novije doba, gotovo svaka osoba pa tako i poduzeće gradi svoju digitalnu prisutnost. Povećanom upotrebom digitalnih kanala raste i važnost društvenih mreža kao kanala za međusobnu komunikaciju između potrošača i poduzeća. Komunikacija je dvosmjerna i odvija se u realnom vremenu. Pojavom te mogućnosti potrošači su dobili moć da u vrlo kratkom roku ostvare značajan doseg. Osnaživanjem potrošača marketinški su menadžeri morali usvojiti upravljanje zajednicom i brigu za svoje potrošače kao novi izazov koji je postao delikatniji nego ikada prije. Cilj zadržavanja postojećih potrošača i privlačenja novih biti će pojednostavljena ako marka vodi kontinuiranu brigu o zajednici koju ima na svojim društvenim mrežama. Pritom ih na zanimljiv i inovativan način (zadržavajući identitet marke) moraju pokušati angažirati u pozitivnom smjeru. Kako negativni angažman nije moguće izbjeći važno je i znati dobro upravljati njime. Rad je podijeljen u dva dijela: pregled teorije i izviđajno istraživanje dubinskim intervjuima na namjernom prigodnom uzorku poznavatelja teme. Prilikom pisanja prvog dijela ovog diplomskog rada korišteni su sekundarni podaci prikupljeni iz relevantne znanstvene literature na temu angažmana potrošača na društvenim mrežama. Opisan je angažman, njegove vrste, dan je pregled vrsta sadržaja na društvenim mrežama, pojam osnaživanja potrošača te su opisani najznačajniji izazovi i posljedice negativnog angažmana potrošača sa sadržajem marke na društvenim mrežama. U drugom dijelu napravljeno je istraživanje na uzorku poznavatelja teme (Community i Social Media managera) koji su odgovarali na pitanja vezana uz definiranje angažmana potrošača sa sadržajem marke na društvenim mrežama. Otkriveni su motivi, izazovi, ali i posljedice koje negativni angažman može imati na samu marku.

Abstract (english)

In recent times, almost every person, including companies, is building their digital presence. With the increased use of digital channels, the importance of social networks as a channel for mutual communication between consumers and companies is also increasing. Communication is two-way and takes place in real time. With the advent of this possibility, consumers have gained the power to achieve a significant reach in a very short period of time. With the empowerment of consumers, marketing managers have had to adopt community management and care for their consumers as a new challenge that has become more delicate than ever before. The goal of retaining existing consumers and attracting new ones will be simplified if the brand takes continuous care of the community it has on its social networks. At the same time, they must try to engage them in a positive way in an interesting and innovative way (keeping the identity of the brand). As negative engagement cannot be avoided, it is also important to know how to manage it well. The paper is divided into two parts: an overview of the theory and an exploratory research with in-depth interviews on a purposeful random sample of experts on the topic. When writing the first part of this thesis, secondary data collected from the relevant scientific literature on the topic of consumer engagement on social networks were used. Engagement and its types are described, an overview of the types of content on social networks, the concept of consumer empowerment, and the most significant challenges and consequences of negative consumer engagement with brand content on social networks are described. In the second part, research was conducted on a sample of subject experts (Community and Social Media managers) who answered questions related to defining consumer engagement with brand content on social networks. Motives, challenges, but also the consequences that negative engagement can have on the brand itself have been revealed.

• Keywords: angažman potrošača; društvene mreže; izazovi upravljanja angažmanom; marketing sadržaja; negativan angažman potrošača; osnaživanje potrošača
• Keywords (english): consumer engagement; social media; challenges of managing engagement; content marketing; negative consumer engagement; consumer empowerment
• Language: croatian
• URN:NBN: urn:nbn:hr:148:383965
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-24 08:20:05