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master's thesis
Digitalna komunikacija brendova u industriji bezalkoholnih pića na primjeru brenda Coca-Cola
Zagreb: University of Zagreb, Faculty of Croatian Studies, 2024. urn:nbn:hr:111:901149
Fašaić Musurliev, Zita
University of Zagreb
Faculty of Croatian Studies

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

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Fašaić Musurliev, Z. (2024). Digitalna komunikacija brendova u industriji bezalkoholnih pića na primjeru brenda Coca-Cola (Master's thesis). Zagreb: University of Zagreb, Faculty of Croatian Studies. Retrieved from https://urn.nsk.hr/urn:nbn:hr:111:901149

Fašaić Musurliev, Zita. "Digitalna komunikacija brendova u industriji bezalkoholnih pića na primjeru brenda Coca-Cola." Master's thesis, University of Zagreb, Faculty of Croatian Studies, 2024. https://urn.nsk.hr/urn:nbn:hr:111:901149

Fašaić Musurliev, Zita. "Digitalna komunikacija brendova u industriji bezalkoholnih pića na primjeru brenda Coca-Cola." Master's thesis, University of Zagreb, Faculty of Croatian Studies, 2024. https://urn.nsk.hr/urn:nbn:hr:111:901149

Fašaić Musurliev, Z. (2024). 'Digitalna komunikacija brendova u industriji bezalkoholnih pića na primjeru brenda Coca-Cola', Master's thesis, University of Zagreb, Faculty of Croatian Studies, accessed 29 December 2024, https://urn.nsk.hr/urn:nbn:hr:111:901149

Fašaić Musurliev Z. Digitalna komunikacija brendova u industriji bezalkoholnih pića na primjeru brenda Coca-Cola [Master's thesis]. Zagreb: University of Zagreb, Faculty of Croatian Studies; 2024 [cited 2024 December 29] Available at: https://urn.nsk.hr/urn:nbn:hr:111:901149

Z. Fašaić Musurliev, "Digitalna komunikacija brendova u industriji bezalkoholnih pića na primjeru brenda Coca-Cola", Master's thesis, University of Zagreb, Faculty of Croatian Studies, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:111:901149

Metadata
TitleDigitalna komunikacija brendova u industriji bezalkoholnih pića na primjeru brenda Coca-Cola
Title (english)Digital communication of brands in the non-alcoholic beverage industry using the example of the Coca-Cola brand
AuthorZita Fašaić Musurliev
MentorDavor Trbušić (mentor)
MentorStipan Rimac (sumentor)
Committee memberLana Ciboci Perša (predsjednik povjerenstva)
Committee memberTanja Grmuša (član povjerenstva)
Committee memberStipan Rimac (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Croatian Studies
Zagreb
Defense date and country2024-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Communicology
Abstract
Središte ovog rada čini digitalna komunikacija brendova koja pruža kompanijama nove mogućnosti za komunikaciju s potrošačima koje nisu mogli dobiti s tradicionalnim modelom. Najveće prednosti kod digitalne komunikacije svakako su brzina dijeljena sadržaja, nepostojeći ili zanemarivi trošak te mogućnost interaktivnosti s većom skupinom ljudi. Cilj ovog rada je prikazati važnost digitalne komunikacije brendova analizom digitalne komunikacije jednog internacionalnog brenda i dva regionalna brenda. Provedbom online anketnog upitnika na uzorku od 135 ispitanika u dobi od 18 do 40 godina, istraživanje je ispitalo svijest o važnosti digitalne komunikacije brendova. Dobiveni rezultati pokazali su da ispitanici uviđaju važnost komunikacije i uključenosti brendova i na digitalnim kanalima te da im je do neke mjere zaista važno o čemu brend progovara. Upravo to u konačnici utječe i na sposobnost prepoznavanja brenda, odnosno pokazuje moć brendiranja online.
Abstract (english)
The main focus of this paper is the digital communication of brands, which provides companies with new opportunities for communication with consumers that they could not get with the traditional model. The biggest advantages of digital communication are certainly the speed of content sharing, the non-existent or negligible cost and the possibility of interactivity with a larger group of people. The aim of this paper is to show the importance of digital communication of brands by analyzing the digital communication of one international brand and two regional brands. By conducting an online survey questionnaire on a sample of 135 respondents between the ages of 18 and 40, the research examined the awareness of the importance of digital communication of brands. The acquired results showed that the respondents see the importance of communication and involvement of brands on digital channels as well, and that to some extent it is really important to them what the brand is talking about. This ultimately affects the ability to recognize the brand, that is, it shows the power of online branding.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:111:901149
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 on2024-10-25 10:50:57