Uloga društvenih medija u bankarskom sektoru

graduate thesis

• Title (english): The role of social media in the banking sector
• Author: Klara Gašparović
• Mentor: Dalia Suša Vugec (mentor)
• Committee member: Ljubica Milanović Glavan (član povjerenstva)
• Committee member: Ana-Marija Stjepić (član povjerenstva)
• Committee member: Dalia Suša Vugec (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Diplomski rad istražuje utjecaj društvenih medija na bankarski sektor, analizirajući kako ove
platforme oblikuju komunikaciju i poslovne strategije banaka. Rad detaljno razmatra ključne
aspekte društvenih medija, uključujući njihovu sposobnost da povezuju ljude, šire informacije
i omogućavaju dvosmjernu komunikaciju. Ističe se kako društveni mediji pomažu bankama u
izgradnji online slike i povjerenja, ali i rizike poput sigurnosnih prijetnji i negativnih komentara.
Osim toga, rad proučava digitalnu transformaciju bankarskog sektora, naglašavajući povijesne
promjene od tradicionalnog bankarstva do modernih digitalnih usluga. Razmatra se kako
digitalno bankarstvo smanjuje troškove i povećava operativnu učinkovitost, dok fizičke
poslovnice i dalje igraju značajnu ulogu u stvaranju povjerenja.
Analizirajući prisutnost banaka na društvenim mrežama, rad uspoređuje strategije i uspješnost
različitih banaka, proučava se kako su te banke uspješne u različitim regijama te se identificiraju
varijacije u angažmanu i performansama.
Na temelju rezultata istraživanja, rad ističe mogućnosti za dodatno unapređenje korištenja
društvenih mreža u bankarskom sektoru u Hrvatskoj.

Abstract (english)

The thesis examines the impact of social media on the banking sector, analyzing how these
platforms shape communication and business strategies for banks. It thoroughly explores key
aspects of social media, including its ability to connect people, disseminate information, and
facilitate two-way communication. The study highlights how social media helps banks build
their online image and trust, while also addressing risks such as security threats and negative
comments.
Additionally, the thesis investigates the digital transformation of the banking sector,
emphasizing the historical evolution from traditional banking to modern digital services. It
considers how digital banking reduces costs and increases operational efficiency, while physical
branches continue to play a significant role in building trust.
By analyzing banks' presence on social media, the thesis compares strategies and performance
among different banks, examines their success in various regions, and identifies variations in
engagement and performance.
Based on the research findings, the thesis highlights opportunities for further enhancement of
social media use within the banking sector in Croatia

• Keywords: društveni mediji; bankarski sektor; utjecaj medija
• Keywords (english): social media; banking sector; media impact
• Language: croatian
• URN:NBN: urn:nbn:hr:148:144026
• Study programme: Title: /; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-10-01 08:57:57