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master's thesis
Učestalost native oglašavanja kod najpopularnijih blogera na primjeru društvene mreže Instagram
Zagreb: University of Zagreb, The Faculty of Political Science, 2018. urn:nbn:hr:114:274586
Dovijanić, Nataša
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

Cite this document

Dovijanić, N. (2018). Učestalost native oglašavanja kod najpopularnijih blogera na primjeru društvene mreže Instagram (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:274586

Dovijanić, Nataša. "Učestalost native oglašavanja kod najpopularnijih blogera na primjeru društvene mreže Instagram." Master's thesis, University of Zagreb, The Faculty of Political Science, 2018. https://urn.nsk.hr/urn:nbn:hr:114:274586

Dovijanić, Nataša. "Učestalost native oglašavanja kod najpopularnijih blogera na primjeru društvene mreže Instagram." Master's thesis, University of Zagreb, The Faculty of Political Science, 2018. https://urn.nsk.hr/urn:nbn:hr:114:274586

Dovijanić, N. (2018). 'Učestalost native oglašavanja kod najpopularnijih blogera na primjeru društvene mreže Instagram', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 29 December 2024, https://urn.nsk.hr/urn:nbn:hr:114:274586

Dovijanić N. Učestalost native oglašavanja kod najpopularnijih blogera na primjeru društvene mreže Instagram [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2018 [cited 2024 December 29] Available at: https://urn.nsk.hr/urn:nbn:hr:114:274586

N. Dovijanić, "Učestalost native oglašavanja kod najpopularnijih blogera na primjeru društvene mreže Instagram", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:114:274586

Metadata
TitleUčestalost native oglašavanja kod najpopularnijih blogera na primjeru društvene mreže Instagram
Title (english)Frequency of Native Advertising by the Most Popular Bloggers in the Case of the Instagram Social Network
AuthorNataša Dovijanić
MentorIgor Kanižaj (mentor)
Committee memberIgor Kanižaj (predsjednik povjerenstva)
Committee memberMarina Mučalo (član povjerenstva)
Committee memberTena Perišin (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2018-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Cilj ovog rada je utvrditi učestalost native oglašavanja kod najpopularnijih blogera na društvenoj mreži Instagram. Bloger je relativno nova kategorija zanimanja te je još uvijek u razvoju zato što se temelji na društvenim mrežama koje brzo napreduju. Tek u zadnjih nekoliko godina utjecaj blogera, ali i native oglašavanja postaje tema raznih istraživanja. S obzirom na to da nema kvantitativnih podataka o načinu rada i suradnje obje prakse ovaj rad može pružiti konkretne podatke te poticaje i prijedloge za daljnja istraživanja. Metodom analize sadržaja obrađeno je ukupno 300 Instagram objava blogera. Analiza je pokazala da oglašavanje nije toliko učestalo kao što se pretpostavljalo, no dobiven je uvid u način i označavanje oglašavanja te prisutnost brendova na Instagram profilima blogera. Istraživanjem je potvrđena već poznata činjenica da je potrebno utvrditi standarde označavanja native oglašavanja osobito kada je u pitanju oglašavanje od strane blogera.
Abstract (english)
The goal of this research is to determine the frequency of native advertising by the most popular bloggers in the case of the Instagram social network. Being a blogger is a relatively new career and it is still in development because it is based on social networks which are fast-moving and dynamic. The influence of bloggers and native advertising became the subject of various research only in the last few years. Given that there is no quantitative data on the works of both practices, this work can provide concrete data and suggestions for further research. The content analysis method covered a total of 300 Instagram posts by bloggers. The analysis has shown that native advertising is not so frequent as expected. On the other hand, the analysis gave us some insights on how both practices operate and label posts as advertising and how present are brands in Instagram posts by bloggers. The research has confirmed the already known fact that it is necessary to determine the standards for labeling native advertising especially when it comes to advertising by bloggers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:274586
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 on2018-11-20 09:36:48