Utjecaj društvenih mreža na promociju adventa grada Zagreba

undergraduate thesis

• Title (english): The influence of social networks on the promotion of advent in the city of Zagreb
• Author: Keti Majcen
• Mentor: Petra Barišić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Ovaj rad istražuje utjecaj društvenih mreža na promociju Adventa Grada Zagreba, jednog od najvažnijih turističkih događaja u Hrvatskoj. Društvene mreže, kao što su Facebook, Instagram i TikTok, postale su ključan alat za promociju događanja, omogućujući Turističkoj zajednici Grada Zagreba da dosegne široku publiku i potakne posjetitelje na sudjelovanje. Analizirane su strategije digitalnog marketinga, uključujući upotrebu hashtagova, suradnju s influencerima, plaćene kampanje te objavljivanje vizualno atraktivnih sadržaja. Poseban naglasak stavljen je na važnost interaktivnosti i angažmana korisnika kroz kampanje, natjecanja i prijenose uživo. Korištenje društvenih mreža značajno je doprinijelo prepoznatljivosti Adventa na međunarodnoj razini i privuklo posjetitelje iz cijeloga svijeta, čineći ovaj događaj jednim od ključnih elemenata u turističkoj ponudi Zagreba.

Abstract (english)

This paper examines the impact of social media on the promotion of Zagreb’s Advent, one of the most important tourist events in Croatia. Social media platforms like Facebook, Instagram, and TikTok have become essential tools for promoting events, enabling the Zagreb Tourist Board to reach a wide audience and encourage visitor participation. The paper analyzes digital marketing strategies, including the use of hashtags, collaborations with influencers, paid campaigns, and the publication of visually appealing content. Special attention is given to the importance of interactivity and user engagement through campaigns, contests, and live broadcasts. The use of social media has significantly contributed to the international recognition of Zagreb’s Advent, attracting visitors from around the world and establishing the event as a central element in the city’s tourism offer.

• Keywords: društvene mreže; promocija; Advent; Grad Zagreb; digitalni marketing; influencer marketing
• Keywords (english): social media; promotion; Advent; City of Zagreb; digital marketing; influencer marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:560185
• Study programme: Title: Business economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije (prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access; Embargo expiration date: 2024-03-30
• Created on: 2024-09-30 08:56:37