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undergraduate thesis
Uloga marketing sadržaja u digitalnom okruženju
Dubrovnik: University of Dubrovnik, 2024. urn:nbn:hr:155:500719
Dilberović, Hana
University of Dubrovnik
Faculty of Economics and Business

Institutional repository: Repository of the University of Dubrovnik

Cite this document

Dilberović, H. (2024). Uloga marketing sadržaja u digitalnom okruženju (Undergraduate thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:500719

Dilberović, Hana. "Uloga marketing sadržaja u digitalnom okruženju." Undergraduate thesis, University of Dubrovnik, 2024. https://urn.nsk.hr/urn:nbn:hr:155:500719

Dilberović, Hana. "Uloga marketing sadržaja u digitalnom okruženju." Undergraduate thesis, University of Dubrovnik, 2024. https://urn.nsk.hr/urn:nbn:hr:155:500719

Dilberović, H. (2024). 'Uloga marketing sadržaja u digitalnom okruženju', Undergraduate thesis, University of Dubrovnik, accessed 24 November 2024, https://urn.nsk.hr/urn:nbn:hr:155:500719

Dilberović H. Uloga marketing sadržaja u digitalnom okruženju [Undergraduate thesis]. Dubrovnik: University of Dubrovnik; 2024 [cited 2024 November 24] Available at: https://urn.nsk.hr/urn:nbn:hr:155:500719

H. Dilberović, "Uloga marketing sadržaja u digitalnom okruženju", Undergraduate thesis, University of Dubrovnik, Dubrovnik, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:155:500719

Metadata
TitleUloga marketing sadržaja u digitalnom okruženju
Title (english)The Role of Content Marketing in Digital Environment
AuthorHana Dilberović
MentorMatea Matić Šošić (mentor)
Committee memberKatija Vojvodić (predsjednik povjerenstva)
Committee memberMarija Dragičević (član povjerenstva)
GranterUniversity of Dubrovnik
(Faculty of Economics and Business)
Dubrovnik
Defense date and country2024-09-11, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj rad bavi se istraživanjem uloge marketinga sadržaja na Instagramu, jednoj od najpopularnijih društvenih mreža današnjice. U uvjetima sveopće digitalizacije, tradicionalni marketinški kanali ustupaju mjesto novim digitalnim platformama koje omogućuju neposredniju interakciju s korisnicima. Rad analizira povijesni razvoj digitalnog marketinga, različite oblike i tehnike koje su se razvile, te se fokusira na Instagram kao ključnu platformu za promociju sadržaja. Empirijsko istraživanje provedeno među korisnicima Instagrama nastoji odgovoriti na pitanje kako marketinški sadržaj utječe na angažman publike te koji su ključni faktori uspjeha marketinških strategija na ovoj mreži. Analizom kvalitete vizualnog sadržaja, učestalosti objava,, korištenja hashtagova i interakcije s pratiteljima, rad pruža preporuke za optimizaciju marketinških aktivnosti na Instagramu, kako bi se postigao veći utjecaj na ciljanu publiku.
Abstract (english)
This paper explores the role of content marketing on Instagram, one of the most popular social networks today. In the context of widespread digitalization, traditional marketing channels are giving way to new digital platforms that enable more direct interaction with users. The paper analyzes the historical development of digital marketing, the various forms and techniques that have evolved, and focuses on Instagram as a key platform for content promotion. The empirical research conducted among Instagram users aims to answer the question of how content marketing impacts audience engagement and what the key factors are for successful marketing strategies on this network. By analyzing the quality of visual content, the frequency of posts, the use of hashtags, and interaction with followers, the paper provides recommendations for optimizing marketing activities on Instagram to achieve a greater impact on the target audience.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:500719
Study programmeTitle: Business Economy; specializations in: Tourism, Marketing, International trade, IT management
Course: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) poslovne ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-09-24 09:13:47