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undergraduate thesis
Utjecaj društvenih medija na brand awareness u poduzećima Coca-cola i Pepsi
Stručni završni rad
Zaprešić: The University of Applied Sciences Baltazar Zaprešić, 2024. urn:nbn:hr:129:526572
Šimunić, Marko
The University of Applied Sciences Baltazar Zaprešić

Institutional repository: Digital Repository of the University of Applied Sciences Baltazar Zaprešić

Cite this document

Šimunić, M. (2024). Utjecaj društvenih medija na brand awareness u poduzećima Coca-cola i Pepsi : Stručni završni rad (Undergraduate thesis). Zaprešić: The University of Applied Sciences Baltazar Zaprešić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:129:526572

Šimunić, Marko. "Utjecaj društvenih medija na brand awareness u poduzećima Coca-cola i Pepsi : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2024. https://urn.nsk.hr/urn:nbn:hr:129:526572

Šimunić, Marko. "Utjecaj društvenih medija na brand awareness u poduzećima Coca-cola i Pepsi : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2024. https://urn.nsk.hr/urn:nbn:hr:129:526572

Šimunić, M. (2024). 'Utjecaj društvenih medija na brand awareness u poduzećima Coca-cola i Pepsi : Stručni završni rad', Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:129:526572

Šimunić M. Utjecaj društvenih medija na brand awareness u poduzećima Coca-cola i Pepsi : Stručni završni rad [Undergraduate thesis]. Zaprešić: The University of Applied Sciences Baltazar Zaprešić; 2024 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:129:526572

M. Šimunić, "Utjecaj društvenih medija na brand awareness u poduzećima Coca-cola i Pepsi : Stručni završni rad", Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, Zaprešić, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:129:526572

Metadata
TitleUtjecaj društvenih medija na brand awareness u poduzećima Coca-cola i Pepsi : Stručni završni rad
Title (english)The Impact of Social Media on Brand Awareness in Coca-Cola and Pepsi Companies
AuthorMarko Šimunić
MentorDrago Ružić (mentor)
Committee memberAntal Balog (predsjednik povjerenstva)
Committee memberMilorad Ćupurdija (član povjerenstva)
GranterThe University of Applied Sciences Baltazar Zaprešić
Zaprešić
Defense date and country2024-07-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj završni rad istražuje utjecaj društvenih medija na brand awareness, fokusirajući se na usporedbu strategija i rezultata Coca-Cole i PepsiCo-a. Kroz pregled literature, metodologiju istraživanja te teorijski okvir, istraženi su definicija brand awarenessa, uloga društvenih medija u njegovom oblikovanju te relevantne teorije iz područja marketinga i komunikacija. Kroz studije slučaja Coca-Cole i PepsiCo-a, analizirane su njihove povijesti, strategije na društvenim medijima te evaluiran njihov brand awareness. Usporedba rezultata pokazuje razlike u pristupima ova dva poduzeća, kao i u percepciji njihovih brandova među potrošačima. Kroz analizu aktivnosti na društvenim mrežama i evaluaciju brand awarenessa, otkrivene su ključne strategije i taktike koje utječu na percepciju Coca-Cole i PepsiCo-a. Može se zaključiti da društveni mediji imaju značajan utjecaj na brand awareness te da je važno razumjeti kako ih koristiti kako bi se postigao željeni utjecaj na potrošače. Ovaj rad pruža doprinos razumijevanju veze između društvenih medija i brand awarenessa, ističući važnost prilagodljivosti i inovativnosti u digitalnom marketingu kako bi se postigao uspjeh na konkurentnom tržištu.
Abstract (english)
This thesis examines the impact of social media on brand awareness, focusing on a comparison of the strategies and results of Coca-Cola and PepsiCo. Through a literature review, research methodology and theoretical framework, the definition of brand awareness, the role of social media in its formation, and relevant theories from the field of marketing and communications have been explored. Through case studies of Coca-Cola and PepsiCo, their histories, strategies on social media have been analyzed and their brand awareness evaluated. A comparison of the results shows the differences in the approaches of these two companies, as well as in the perception of their brands among consumers. Through the analysis of activities on social networks and the evaluation of brand awareness, key strategies and tactics that influence the perception of Coca-Cola and PepsiCo were discovered. We conclude that social media have a significant impact on brand awareness, and that it is important to understand how to use them in order to achieve the desired impact on consumers. This paper contributes to the understanding of the connection between social media and brand awareness, highlighting the importance of adaptability and innovation in digital marketing in order to achieve success in a competitive market.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:129:526572
Study programmeTitle: Business Administration, Undergraduate Professional Study
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
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Created on2024-09-17 13:51:03