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master's thesis
Kulturni identitet i Instagram marketing McDonald's-a u Hrvatskoj, Sloveniji i Srbijii
Dubrovnik: University of Dubrovnik, 2024. urn:nbn:hr:155:503358
Imbert, Paula
University of Dubrovnik
Faculty of Media and Public Relations

Institutional repository: Repository of the University of Dubrovnik

Cite this document

Imbert, P. (2024). Kulturni identitet i Instagram marketing McDonald's-a u Hrvatskoj, Sloveniji i Srbijii (Master's thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:503358

Imbert, Paula. "Kulturni identitet i Instagram marketing McDonald's-a u Hrvatskoj, Sloveniji i Srbijii." Master's thesis, University of Dubrovnik, 2024. https://urn.nsk.hr/urn:nbn:hr:155:503358

Imbert, Paula. "Kulturni identitet i Instagram marketing McDonald's-a u Hrvatskoj, Sloveniji i Srbijii." Master's thesis, University of Dubrovnik, 2024. https://urn.nsk.hr/urn:nbn:hr:155:503358

Imbert, P. (2024). 'Kulturni identitet i Instagram marketing McDonald's-a u Hrvatskoj, Sloveniji i Srbijii', Master's thesis, University of Dubrovnik, accessed 28 December 2024, https://urn.nsk.hr/urn:nbn:hr:155:503358

Imbert P. Kulturni identitet i Instagram marketing McDonald's-a u Hrvatskoj, Sloveniji i Srbijii [Master's thesis]. Dubrovnik: University of Dubrovnik; 2024 [cited 2024 December 28] Available at: https://urn.nsk.hr/urn:nbn:hr:155:503358

P. Imbert, "Kulturni identitet i Instagram marketing McDonald's-a u Hrvatskoj, Sloveniji i Srbijii", Master's thesis, University of Dubrovnik, Dubrovnik, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:155:503358

Metadata
TitleKulturni identitet i Instagram marketing McDonald's-a u Hrvatskoj, Sloveniji i Srbijii
Title (english)Cultural identity and Instagram marketing of McDonald's in Croatia, Slovenia and Serbia
AuthorPaula Imbert
MentorNatalia Stagl-Škaro (mentor)
Committee memberIvan Tanta (predsjednik povjerenstva)
Committee memberĐorđe Obradović (član povjerenstva)
Committee memberNatalia Stagl-Škaro (član povjerenstva)
GranterUniversity of Dubrovnik
(Faculty of Media and Public Relations)
Dubrovnik
Defense date and country2024-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Ovaj diplomski rad analizira prilagodbu marketinške komunikacije McDonald's-a na Instagramu lokalnim kulturnim identitetima Hrvatske, Slovenije i Srbije. Cilj istraživanja bio je ispitati kako prilagodba sadržaja kulturnim specifičnostima utječe na angažman potrošača te potvrditi hipotezu da takva prilagodba povećava angažiranost i lojalnost potrošača. Korištenjem metode analize sadržaja, ispitani su vizualni, tekstualni i stilistički elementi objava, uključujući korištenje lokalnog jezika, simbola, humora i angažiranja potrošača kroz pitanja i diskusije. Rezultati istraživanja potvrđuju hipotezu. U Hrvatskoj, najveći angažman postignut je kroz korištenje lokalnog jezika i kolokvijalnih izraza, dok su u Sloveniji i Srbiji najviše interakcija izazvali lokalni simboli i kulturne reference. Istraživanje je pokazalo da prilagodba sadržaja nacionalnim kulturnim specifičnostima omogućuje brendu veću prepoznatljivost i relevantnost među lokalnim potrošačima. Preporučuje se daljnje istraživanje demografskih čimbenika i dugoročnog utjecaja ovakvih strategija, kako bi se bolje razumio njihov utjecaj na lojalnost potrošača i reputaciju brenda.
Abstract (english)
This thesis analyzes how McDonald's adapts its marketing communication on Instagram to the local cultural identities of Croatia, Slovenia, and Serbia. The aim of the research was to examine how adapting content to cultural specifics affects consumer engagement and to confirm the hypothesis that such adaptation increases consumer engagement and brand loyalty. Content analysis was used to examine visual, textual, and stylistic elements of the posts, including the use of local language, symbols, humor, and consumer engagement through questions and discussions. The results confirm the hypothesis. In Croatia, the highest engagement was achieved through the use of local language and colloquial expressions, while in Slovenia and Serbia, the greatest interaction was driven by local symbols and cultural references. The research demonstrates that adapting content to national cultural specifics allows the brand to increase its visibility and relevance among local consumers. Further research is recommended on demographic factors and the long-term effects of these strategies to better understand their impact on consumer loyalty and brand reputation.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:503358
Study programmeTitle: /
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra odnosa s javnostima (sveučilišni/a magistar/magistra odnosa s javnostima)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-11-12 08:35:29