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master's thesis
Uloga društvenih medija u izgradnji imidža neprofitnih organizacija
Zagreb: University of Zagreb, Faculty of Economics and Business, 2015. urn:nbn:hr:148:836911
Kovačić, Iva
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Kovačić, I. (2015). Uloga društvenih medija u izgradnji imidža neprofitnih organizacija (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:836911

Kovačić, Iva. "Uloga društvenih medija u izgradnji imidža neprofitnih organizacija." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:836911

Kovačić, Iva. "Uloga društvenih medija u izgradnji imidža neprofitnih organizacija." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:836911

Kovačić, I. (2015). 'Uloga društvenih medija u izgradnji imidža neprofitnih organizacija', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 15 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:836911

Kovačić I. Uloga društvenih medija u izgradnji imidža neprofitnih organizacija [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2015 [cited 2024 November 15] Available at: https://urn.nsk.hr/urn:nbn:hr:148:836911

I. Kovačić, "Uloga društvenih medija u izgradnji imidža neprofitnih organizacija", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2015. Available at: https://urn.nsk.hr/urn:nbn:hr:148:836911

Metadata
TitleUloga društvenih medija u izgradnji imidža neprofitnih organizacija
Title (english)Role of social media in creating image of nonprofit organizations
AuthorIva Kovačić
MentorJurica Pavičić (mentor)
Committee memberSandra Horvat (predsjednik povjerenstva)
Committee memberMorana Fudurić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2015-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Neprofitne organizacije nosioci su društvenih promjena. Od davnina bile su neizostavan dio svakog društva, no jednako tako bile su i teme žestokih kritika. S obzirom na svoj nizak budžet i kompetencije nisu se mogle uspoređivati s bogatim profitnim ili vladinim organizacijama u komuniciranju s javnošću ili čak planiranju izgradnje imidža. Revolucijom medija i komunikacije, općenito, dosadašnji problemi neprofitnih organizacija bi trebali biti gotovi. Ovaj diplomski rad istražuje da li je to uistinu tako. Na primjeru neprofitne organizacije “Noina arka”, točnije njezine Facebook stranice, istražuje se općenito opseg korištenja društvenih medija od strane neprofitnih organizacija te da li one ulažu svjesne napore u kreiranje imidža. Dobiveni rezultati ukazuju da je cilj većine objava ”Noine arke” (61 %) informirati, dok samo 28 % objava poziva na akciju. Prema dobivenim podacima, “Noina arka” je informativno – akcijska neprofitna organizacija što se ne podudara u potpunosti s njezinom misijom (koja ukazuje kako je ona akcijsko – informativna organizacija), pa bi se sukladno tome moglo zaključiti kako “Noina arka” treba usmjeriti svoju komunikaciju prema cilju pozivanja na akciju.
Abstract (english)
Nonprofit organisations are carriers of social changes. Since ancient times they were an indispensable part of every society, however they were the subjects of fierce criticism too. Due to its low budget and competence they could not compare themselves with the rich profit or government organizations in communicating with the public or even planning of building image. New media and communication revolution, should solve current problems of non-profit organizations. This thesis explores whether is it so. For example was taken, a non-profit organization “Noina arka”, namely its Facebook page. Thesis explores the general scope of the usage of social media by non-profit organizations, and whether they invest conscious efforts to create the image. The results indicate that goal of most "Noina arka" Facebook posts (61%) is to informe, while only 28% of posts call for action. According to this results, nonprofit organisation "Noina arka" is informatively - activee nonprofit organization, but that does not correspond fully to its mission (which indicates that it is actively – informativ organisation). According to that solution for "Noina arka" should be to focus its communication on call for action.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:836911
Study programmeTitle: Business Economics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-09-26 13:03:59