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master's thesis
Utjecaj karakteristika objava na društvenim mrežama na percepiju poslodavca
Zagreb: University of Zagreb, Faculty of Economics and Business, 2019. urn:nbn:hr:148:386524
Vlatković, Patricia
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

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Vlatković, P. (2019). Utjecaj karakteristika objava na društvenim mrežama na percepiju poslodavca (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:386524

Vlatković, Patricia. "Utjecaj karakteristika objava na društvenim mrežama na percepiju poslodavca." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2019. https://urn.nsk.hr/urn:nbn:hr:148:386524

Vlatković, Patricia. "Utjecaj karakteristika objava na društvenim mrežama na percepiju poslodavca." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2019. https://urn.nsk.hr/urn:nbn:hr:148:386524

Vlatković, P. (2019). 'Utjecaj karakteristika objava na društvenim mrežama na percepiju poslodavca', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:386524

Vlatković P. Utjecaj karakteristika objava na društvenim mrežama na percepiju poslodavca [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2019 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:148:386524

P. Vlatković, "Utjecaj karakteristika objava na društvenim mrežama na percepiju poslodavca", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:148:386524

Metadata
TitleUtjecaj karakteristika objava na društvenim mrežama na percepiju poslodavca
Title (english)The influence of social media post characteristics on employer brand perception
AuthorPatricia Vlatković
MentorGoran Vlašić (mentor)
Committee memberZoran Krupka (predsjednik povjerenstva)
Committee memberTomislav Hernaus (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2019-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Poslodavcima je od iznimne važnosti zaposliti kvalitetan ljudski kadar kao temelj stjecanja konkurentske prednosti. Rad objašnjava marku poslodavca na čijoj izgradnji mora raditi gotovo svaki poslodavac, definira se povezanost marke poslodavca s markom organizacije i markom proizvoda te se objašnjava što utječe na percepciju marke poslodavca. U tom kontekstu objašnjava se uloga društvenih mreža i kako poslodavac može osnažiti svoju marku putem aktivnosti na društvenim mrežama. Za potrebe provođenja istraživanja definirano je pet karakteristika objava poslodavaca na društvenim mrežama kako bi se mogao mjeriti njihov utjecaj na pozitivnost percepcije marke poslodavca. Rad sadrži rezultate istraživanja provedenog putem online ankete u kojem zaključujemo kako sve varijable utječu pozitivno na zavisnu, no rezultati pokazuju da informativnost sadržaja i konzistentnost komunikacije najviše utječu na pozitivnost percepcije marke poslodavca, dok razina aktivnosti na društvenim mrežama ne predviđa statistički značajan utjecaj.
Abstract (english)
Nowadays, it is extremely important for employers to hire high-quality human resources in order to gain competitive advantage. The thesis explains what the term employer brand is and discussed how important it is for employers to continuously work on building their own brand. Since the employer brand is linked with, and depends on corporate and product brand, the thesis explains how they are interconnected. It also defines influencing factors of one’s perception of the employer brand and highlights the components of employer brand perception. The second part of the thesis explains the role of social networks and the opportunities for organizations to strengthen their brand. The study was conducted to explore the perception of students on employer brands through an online questionnaire. For the purpose of research, five key characteristics of employers' social media posts were defined in order to measure their influence on employer brand perception. In the study, all variables have shown positive impact on the depedent variable. The results show that social media content and communication consistency influence the perception of employer brand the most, while the level of activity on social media does not have significant influence.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:386524
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 conditionsClosed access
Terms of useLicence In copyright icon
Created on2019-09-19 16:23:55