KRIZNA KOMUNIKACIJA NA DRUŠTVENIM MEDIJIMA U KOZMETIČKOJ INDUSTRIJI

master's thesis

• Title (english): CRISIS COMMUNICATION ON SOCIAL MEDIA IN THE COSMETIC INDUSTRY
• Author: Stela Munđar
• Mentor: Morana Fudurić (mentor)
• Committee member: Vatroslav Škare (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: 2022-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Djelovanje kompanija u kozmetičkoj industriji fokusira se na stvaranju profita. Profit se stvara
prodajom, a kako bi ostvarili što veću prodaju potrebno je doći do publike koja je zainteresirana
za kupnju proizvoda ili usluge, što je uz pojavu društvenih medija lakše nego ikad prije. Kroz
razne kanale na društvenim medijima, danas kompanije redovito komuniciraju sa svojom
ciljanom skupinom kako bi izgradili što bolji odnos. Krizne situacije pojavljuju se u svim
granama industrije, neke se odvijaju unutar same kompanije zbog propusta i nedostataka, dok
se druge javljaju zbog vanjskih čimbenika.
U ovom će radu fokus biti usmjeren na krizne situacije koje nisu nastale unutar kompanije, već
zbog vanjskih čimbenika. Iako kriza ne proizlazi iz kompanije, ona može utjecati na njezino
poslovanje. S obzirom da su društveni mediji jedan od glavnih načina komunikacije s javnošću,
kompanije se okreću upravo tim kanalima i u krizi.
Znanstvenom metodom analize sadržaja proučavala se komunikacija u kozmetičkoj industriji
za vrijeme krize u Ukrajini 2022. - na primjeru odabranih kompanija i njihovim službenim
profilima na društvenim mrežama LinkedIn i Facebook. Društvene mreže pokazale su se kao
idealan kanal za komuniciranje u raznim situacijama s obzirom na brzo širenje informacija i
nepostojanje barijera u vidu geografske lokacije i vremena.
Analizom sadržaja s profila svjetskih poznatih kompanija iz kozmetičke industrije nametnuo se
zaključak kako se komunikacija na društvenim mrežama LinkedIn i Facebook uvelike razlikuje
- u broju objava, temi itd. Također je i sama publika drugačija što također donosi drugačije
rezultate.

Abstract (english)

Companies in the cosmetics industry are focused on making a profit. Profit is generated by
sales, and in order to achieve as much sales as possible, it is necessary to reach an audience that
is interested in buying a product or service. Reaching the targeted audience is easier than ever
before with the use od social media. Through various channels on social media, companies
communicate with their targeted group on daily basis in order to build the best possible
relationship. Crisis situations occur in all branches of industry, some occur within the company
itself due to omissions and deficiencies, while other crisis situations occur due to external
factors.
In this paper, the focus will be on crisis situation that did not occur within the company due to
internal factors, but due to external events and factors. Although the crisis does not arise from
the company, it can affect its business, and since social media is one of the main ways of
communicating with the public, companies turn to these channels even in a crisis.
The scientific method of content analysis was used to analyze communication in the cosmetic
industry during the crisis in Ukraine in 2022. - on the example of selected companies and their
official profiles on social media LinkedIn and Facebook. Social media has proven to be an ideal
channel for communication in various situations due to the rapid spread of information and the
absence of barriers in the form of geographical location and time.
Analyzing the content from the profiles of world-known companies from the cosmetics
industry, a conclusion was reached that communication on social networks LinkedIn and
Facebook is very different - in the number of posts, topics, etc. The audience itself is also
different, which also brings different results.

• Keywords: društveni mediji; krizna komunikacija; društvene mreže; kriza; komunikacijski kanali; kozmetička industrija
• Keywords (english): social media; crisis communication; social networks; crisis; communication channels; cosmetics industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:476686
• 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: Open access; Embargo expiration date: 2023-10-10
• Created on: 2022-10-03 17:30:00