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master's thesis
Prisutnost prikrivenog oglašavanja na društvenoj mreži Instagram
Zagreb: University of Zagreb, Faculty of Croatian Studies, 2021. urn:nbn:hr:111:678271
Rihtarić, Antonia
University of Zagreb
Faculty of Croatian Studies
Department of Communication Sciences

Institutional repository: Repository of University of Zagreb, Centre for Croatian Studies

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Rihtarić, A. (2021). Prisutnost prikrivenog oglašavanja na društvenoj mreži Instagram (Master's thesis). Zagreb: University of Zagreb, Faculty of Croatian Studies. Retrieved from https://urn.nsk.hr/urn:nbn:hr:111:678271

Rihtarić, Antonia. "Prisutnost prikrivenog oglašavanja na društvenoj mreži Instagram." Master's thesis, University of Zagreb, Faculty of Croatian Studies, 2021. https://urn.nsk.hr/urn:nbn:hr:111:678271

Rihtarić, Antonia. "Prisutnost prikrivenog oglašavanja na društvenoj mreži Instagram." Master's thesis, University of Zagreb, Faculty of Croatian Studies, 2021. https://urn.nsk.hr/urn:nbn:hr:111:678271

Rihtarić, A. (2021). 'Prisutnost prikrivenog oglašavanja na društvenoj mreži Instagram', Master's thesis, University of Zagreb, Faculty of Croatian Studies, accessed 29 December 2024, https://urn.nsk.hr/urn:nbn:hr:111:678271

Rihtarić A. Prisutnost prikrivenog oglašavanja na društvenoj mreži Instagram [Master's thesis]. Zagreb: University of Zagreb, Faculty of Croatian Studies; 2021 [cited 2024 December 29] Available at: https://urn.nsk.hr/urn:nbn:hr:111:678271

A. Rihtarić, "Prisutnost prikrivenog oglašavanja na društvenoj mreži Instagram", Master's thesis, University of Zagreb, Faculty of Croatian Studies, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:111:678271

Metadata
TitlePrisutnost prikrivenog oglašavanja na društvenoj mreži Instagram
Title (english)The presence of product placement on the social network Instagram
AuthorAntonia Rihtarić
MentorLana Ciboci Perša (mentor)
Committee memberDanijel Labaš (predsjednik povjerenstva)
Committee memberDražen Maleš (član povjerenstva)
Committee memberLana Ciboci Perša (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Croatian Studies
(Department of Communication Sciences)
Zagreb
Defense date and country2021-09-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Communicology
Abstract
Oglasi su prisutni svuda oko nas, a mi često nismo ni svjesni koliki imaju utjecaj. Osim klasičnog načina oglašavanja, danas je aktualno i prikriveno oglašavanje. Razni brendovi nam podsvjesno nameću proizvode i usluge kako bismo ih kupili. No, prikriveno oglašavanje je zakonom zabranjeno u Republici Hrvatskoj te ukoliko nije naznačeno da se radi o plaćenom oglasu, utoliko je predviđena kazna od milijun kuna. Postoje istraživanja koja govore kako ljudi prepoznaju hibridno oglašavanje, no nigdje nije analizirano na koji način različiti brendovi nameću svoje proizvode i usluge te pridržavaju li se zaista pravila i sukladno njima oglašavaju svoje proizvode. Pomoću analize sadržaja u ovom su diplomskom radu analizirane objave i priče na Instagramu pet najpraćenijih hrvatskih influencera. Istraživanje je pokazalo da su u razdoblju od 30 dana objavljene 104 objave i 1,665 priča pri čemu je u samo jednoj objavi i tri priče bilo riječi o prikrivenom oglašavanju.
Abstract (english)
Advertisements are present all around us and we are not even aware of the magnitude of their impact. In addition to the classic way of advertising, product placement is also present nowadays. Various brands subconsciously impose products and services on us in order to buy and try them. However, product placement is prohibited by law in the Republic of Croatia, and if it is not indicated that it is a paid advertisement, a fine of one million kuna follows. There are studies showing how people recognize hybrid advertising, but the ways how different brands impose their products and services and whether they really follow the rules and advertise accordingly were not analyzed to this date. Addressing this question, in this research, using content analysis, Instagram posts and Instagram stories of the five most followed Croatian influencers on the same social network were analyzed according to the template. After 30-day analysis, we can conclude that out of a total 104 Instagram posts and 1,665 Instagram stories, only 1 post and 3 stories were marked as paid partnerships.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:111:678271
Study programmeTitle: Department of Communication Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-11-08 08:30:49