Uloga društvenih mreža u promociji noćnih klubova

master's thesis

• Title (english): The role of social networks in the promotion of night clubs
• Author: Dominik Vidović
• Mentor: Irena Pandža Bajs (mentor)
• Committee member: Sunčana Piri Rajh (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: 2024-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Diplomski rad se bavi ulogom društvenih mreža u promociji noćnih klubova. Cilj istraživanja je razumjeti načine na koje promotori noćnih klubova koriste društvene mreže te identificirati koje platforme su najučinkovitije u privlačenju posjetitelja. Rad daje pregled povijesnog razvoja noćnih klubova, njihovu tipologiju i ciljnu publiku. Analiziraju se strategije promocije noćnih klubova na društvenim mrežama, s posebnim naglaskom na ulogu promotora. Razmatraju se prednosti i nedostaci promocije putem društvenih mreža te se istražuje njihov utjecaj na donošenje potrošačkih odluka. Empirijsko istraživanje provedeno je kroz intervjue s promotorima noćnih klubova kako bi se dobio uvid u njihove strategije i percepciju učinkovitosti različitih platformi. Rezultati pokazuju da su Facebook i Instagram ključne platforme za promociju, dok se uloga promotora transformira u sveobuhvatnu poziciju digitalnog marketera. Budućnost promocije noćnih klubova na društvenim mrežama obilježena je integracijom novih tehnologija poput proširene i virtualne stvarnosti, personalizacijom sadržaja te primjenom umjetne inteligencije za optimizaciju marketinških strategija.

Abstract (english)

The thesis deals with the role of the social network in the promotion of night clubs. The goal of
the research is to think about which nightclub promoters use social networks and identify which
platforms are the most successful in attractive dining. The paper provides an overview of the
historical development of noctich clubs, their typology and target audience. The promotion
strategies of night clubs are analyzed on sociological aspects, with special emphasis on the
promoters' motives. The problems and shortcomings of promotion through the network are
being considered, and their services are being replaced by požešte services. Empirical
development is carried out through interviews with nightclub promoters in order to gain insight
into their strategies and perceptions of the effectiveness of different platforms. The results show
that Facebook and Instagram are key platforms for promotion, while promoting the
transformation of the position of the digital marketer. The future of nightclub promotion on
social networks is marked by the integration of new technologies such as augmented and virtual
reality, content personalization and the use of artificial intelligence to optimize marketing
strategies.

• Keywords: Društvene mreže; Noćni klubovi; Promocija; Facebook; Instagram; Influencer marketing; Promotori
• Keywords (english): Social networks; Night clubs; Promotion; Facebook; Instagram; Influencer marketing; Promoters
• Language: croatian
• URN:NBN: urn:nbn:hr:148:837547
• 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: 2024-09-23 09:12:16