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master's thesis
Brendiranje Istre putem društvenih mreža: studija slučaja maslinovo ulje
Zagreb: University of Zagreb, The Faculty of Political Science, 2017. urn:nbn:hr:114:248778
Milevoj, Karla
University of Zagreb
The Faculty of Political Science
Department of Journalism and Media Production

Institutional repository: FPSZG repository

Cite this document

Milevoj, K. (2017). Brendiranje Istre putem društvenih mreža: studija slučaja maslinovo ulje (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:248778

Milevoj, Karla. "Brendiranje Istre putem društvenih mreža: studija slučaja maslinovo ulje." Master's thesis, University of Zagreb, The Faculty of Political Science, 2017. https://urn.nsk.hr/urn:nbn:hr:114:248778

Milevoj, Karla. "Brendiranje Istre putem društvenih mreža: studija slučaja maslinovo ulje." Master's thesis, University of Zagreb, The Faculty of Political Science, 2017. https://urn.nsk.hr/urn:nbn:hr:114:248778

Milevoj, K. (2017). 'Brendiranje Istre putem društvenih mreža: studija slučaja maslinovo ulje', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 17 June 2024, https://urn.nsk.hr/urn:nbn:hr:114:248778

Milevoj K. Brendiranje Istre putem društvenih mreža: studija slučaja maslinovo ulje [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2017 [cited 2024 June 17] Available at: https://urn.nsk.hr/urn:nbn:hr:114:248778

K. Milevoj, "Brendiranje Istre putem društvenih mreža: studija slučaja maslinovo ulje", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:114:248778

Metadata
TitleBrendiranje Istre putem društvenih mreža: studija slučaja maslinovo ulje
Title (english)Branding Istria Through Social Media: a Case Study of Olive Oil
AuthorKarla Milevoj
MentorDomagoj Bebić (mentor)
Committee memberDomagoj Bebić (predsjednik povjerenstva)
Committee memberMarijana Grbeša-Zenzerović (član povjerenstva)
Committee memberMilica Vučković (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
(Department of Journalism and Media Production)
Zagreb
Defense date and country2017-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Ovaj diplomski rad bavi se proučavanjem brendiranja Istre kao maslinarske regije na društvenim mrežama. Definirani su ključni pojmovi za shvaćanje problematike rada, poput brendiranja destinacije na društvenim mrežama te utjecaju interneta na nove načine promocije u turizmu. Cilj ovog diplomskog rada je istražiti na koji način se Istru brendira na Facebooku na temelju vrhunskog maslinovog ulja. Metodom studije slučaja promatrano je šest Facebook stranica iz kategorija maslinari, turistički sektor i istarski političari te je odgovoreno na tri istraživačka pitanja. Promatrane su objave koje se tiču istarskog maslinovog ulja, objavljene u periodu od 1. srpnja 2016. godine do 30. lipnja 2017. godine. Zaključak rada je da najveći doprinos brendiranju Istre kao najbolje maslinarske regije pridonose objave poput međunarodnih nagrada i priznanja koje spominju svi promatrani korisnici. Maslinari se najčešće koriste vijestima o vlastitim postignućima na međunarodnim natjecanjima, turistički sektor informira i poziva goste na kušanja istarskih maslinovih ulja, a istarski političari kroz objave o maslinovom ulju promiču svoj rad i zalaganje za poboljšanje kvalitete te ističu ponos na Istru kao regiju iz koje dolaze.
Abstract (english)
This paper explores branding of Istria as an olive oil region on social media. Key concepts for understanding issues of this paper are defined, such as destination branding on social media and impact of the Internet on new ways of tourism promotion. The aim of this paper is to explore how Istria is branded on Facebook based on top quality olive oil. Case study analyzed six chosen Facebook pages that were observed and were divided in three groups: olive oil producers, sector of tourism and Istrian politicians. Three research questions were answered and Facebook posts that were observed concerned the Istrian olive oil, published in the period from 1 July 2016 to 30 June 2017. The conclusion of this paper is that the greatest contribution to the branding of Istria as the best olive oil region contributes to the publication of international prizes and acknowledgments mentioned by all the observed users. Olive oil producers mostly use news about their own achievements at international competitions, the tourism sector informs and invites guests to taste Istrian olive oils and Istrian politicians, through posts about olive oil, promote their political work and commitment for quality improvement and they emphasize pride on Istria as a region of their origin.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:248778
Study programmeTitle: Journalism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
Type of resourceText
File originBorn digital
Access conditionsClosed access
Terms of useLicence In copyright icon
Created on2017-10-25 10:10:11