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master's thesis
Instagram u modnoj industriji na primjeru triju talijanskih luksuznih brandova
Zagreb: University of Zagreb, Faculty of Croatian Studies, 2024. urn:nbn:hr:111:624827
Topić, Petra
University of Zagreb
Faculty of Croatian Studies
Department of Communication Sciences

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

Cite this document

Topić, P. (2024). Instagram u modnoj industriji na primjeru triju talijanskih luksuznih brandova (Master's thesis). Zagreb: University of Zagreb, Faculty of Croatian Studies. Retrieved from https://urn.nsk.hr/urn:nbn:hr:111:624827

Topić, Petra. "Instagram u modnoj industriji na primjeru triju talijanskih luksuznih brandova." Master's thesis, University of Zagreb, Faculty of Croatian Studies, 2024. https://urn.nsk.hr/urn:nbn:hr:111:624827

Topić, Petra. "Instagram u modnoj industriji na primjeru triju talijanskih luksuznih brandova." Master's thesis, University of Zagreb, Faculty of Croatian Studies, 2024. https://urn.nsk.hr/urn:nbn:hr:111:624827

Topić, P. (2024). 'Instagram u modnoj industriji na primjeru triju talijanskih luksuznih brandova', Master's thesis, University of Zagreb, Faculty of Croatian Studies, accessed 20 October 2024, https://urn.nsk.hr/urn:nbn:hr:111:624827

Topić P. Instagram u modnoj industriji na primjeru triju talijanskih luksuznih brandova [Master's thesis]. Zagreb: University of Zagreb, Faculty of Croatian Studies; 2024 [cited 2024 October 20] Available at: https://urn.nsk.hr/urn:nbn:hr:111:624827

P. Topić, "Instagram u modnoj industriji na primjeru triju talijanskih luksuznih brandova", Master's thesis, University of Zagreb, Faculty of Croatian Studies, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:111:624827

Metadata
TitleInstagram u modnoj industriji na primjeru triju talijanskih luksuznih brandova
Title (english)Instagram in fashion industry on the example of three Italian luxury brands
AuthorPetra Topić
MentorLjubica Josić (mentor)
Committee memberTamara Kunić (predsjednik povjerenstva)
Committee memberAna Marija Dunaj (član povjerenstva)
Committee memberLjubica Josić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Croatian Studies
(Department of Communication Sciences)
Zagreb
Defense date and country2024-09-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Communicology
Abstract
Način na koji luksuzni modni brandovi koriste Instagram, kao i ostale društvene mreže, nesumnjivo utječe na percepciju potrošača i njihovu želju za posjedovanjem prestižnih proizvoda. Predmet su istraživanja ovoga rada komunikacijske strategije korištene na Instagram profilima triju talijanskih modnih brandova, Gucci, Prada i Versace, s nakanom da se utvrdi obraćaju li se navedeni modni brandovi isključivo kupcima visoke kupovne moći, zadržavajući time ekskluzivnost, ili se otvaraju širem krugu korisnika, pokazujući dostupnost dijela svojih proizvoda. U istraživanju je korištena kvantitativna te kvalitativna metoda prikupljanja podataka, a podatci su evidentirani s pomoću metode Russmannove i Svenssona (2016), koja se temelji na četirima klasterima. Obuhvaćene su objave navedenih modnih brandova na službenim Instagram profilima tijekom tromjesečnog razdoblja (siječanj – ožujak 2024), analizirani su vizualni elementi (s pomoću podjele na klasične i ekspresivne S. Kusumasondjaja, 2019) i tekstualni elementi objava, potom broj lajkova i komentara koji ih je pratio. Rezultati istraživanja potvrdili su da se luksuzni modni brandovi primarno obraćaju kupcima visoke kupovne moći (objavljujući sadržaj koji uključuje luksuzne proizvode i ekskluzivne događaje), ali i da istovremeno koriste komunikacijske strategije kojima se obraćaju široj publici (prikazujući pristupačnije proizvode poput parfema i sunčanih naočala). Time se pokazalo da analizirani luksuzni modni brandovi izborom svojih komunikacijskih strategija balansiraju između očuvanja prestiža i privlačenja šire publike, što je jedna od ključnih strategija za održavanje relevantnosti i angažmana na digitalnim platformama.
Abstract (english)
The way luxury fashion brands use Instagram, as well as other social networks, undoubtedly affects consumer perception and their desire to own prestigious products. This study examines the communication strategies employed on the Instagram profiles of three Italian fashion brands, Gucci, Prada, and Versace with the aim of determining whether these brands exclusively target high-spending customers, thereby maintaining exclusivity, or if they are opening up to a broader user base by showcasing the accessibility of some of their products. The research utilized both quantitative and qualitative data collection methods, with data recorded using the Russmann and Svensson (2016) method, which is based on four clusters. The posts from the aforementioned fashion brands on their official Instagram profiles during the three-month period (January – March 2024) were analyzed, including visual elements (classified into classical and expressive as per S. Kusumasondjaja, 2019) and textual elements of the posts, as well as the number of likes and comments they received. The research results confirmed that luxury fashion brands primarily target high-spending customers (by publishing content that includes luxury products and exclusive events), while also simultaneously employing communication strategies that address a broader audience (by showcasing more accessible products such as perfumes and sunglasses). This demonstrates that the analyzed luxury fashion brands, through their chosen communication strategies, balance between maintaining prestige and attracting a wider audience, which is one of the key strategies for maintaining relevance and engagement on digital platforms.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:111:624827
Study programmeTitle: Communication Studies (Single Major, Science Stream)
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra komunikologije (sveučilišni/a magistar/magistra komunikologije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-09-18 09:22:11