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master's thesis
STRATEGIJA MARKETING SADRŽAJA NA DRUŠTVENOJ MREŽI INSTAGRAM
Diplomski rad
2022. urn:nbn:hr:145:968007
Majstrović, Lucija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Majstrović, L. (2022). STRATEGIJA MARKETING SADRŽAJA NA DRUŠTVENOJ MREŽI INSTAGRAM : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:968007

Majstrović, Lucija. "STRATEGIJA MARKETING SADRŽAJA NA DRUŠTVENOJ MREŽI INSTAGRAM : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:968007

Majstrović, Lucija. "STRATEGIJA MARKETING SADRŽAJA NA DRUŠTVENOJ MREŽI INSTAGRAM : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:968007

Majstrović, L. (2022). 'STRATEGIJA MARKETING SADRŽAJA NA DRUŠTVENOJ MREŽI INSTAGRAM : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 01 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:968007

Majstrović L. STRATEGIJA MARKETING SADRŽAJA NA DRUŠTVENOJ MREŽI INSTAGRAM : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2025 April 01] Available at: https://urn.nsk.hr/urn:nbn:hr:145:968007

L. Majstrović, "STRATEGIJA MARKETING SADRŽAJA NA DRUŠTVENOJ MREŽI INSTAGRAM : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:968007

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Metadata
TitleSTRATEGIJA MARKETING SADRŽAJA NA DRUŠTVENOJ MREŽI INSTAGRAM : Diplomski rad
Title (english)CONTENT MARKETING STRATEGY ON THE INSTAGRAM SOCIAL NETWORK : Graduate paper
AuthorLucija Majstrović
MentorDavorin Turkalj (mentor)
Committee memberAntun Biloš (predsjednik povjerenstva)
Committee memberMarija Ham (član povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2022-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tržište današnjice karakterizira izobilje ponuđača između kojih se odvija dinamično tržišno natjecanje. S druge strane, nikad prije nije bilo lakše marketinške aktivnosti poduzeća plasirati točno odabranim potrošačima uz manju novčanu naknadu. S obzirom na veliki broj ponuđača i lakoću plasiranja marketinških poruka potrošačima, potrošači su na stalnom „udaru“ promotivnog i drugog sadržaja proizvođača i prodavača, te je zbog toga postotak ignoriranja istog sadržaja velik. Iz tog razloga se... More pojavljuje iznimna važnost kreiranja ciljanog, kvalitetnog i korisnog marketing sadržaja, kako na svim marketinškim kanalima, tako i na nezaobilaznoj i jednoj od najpopularnijih društvenih mreža- Instagramu. Uz prisutnost poduzeća na društvenoj mreži Instagram nastoji se izgraditi povjerenje potrošača, povezati se s njima, ostvariti direktan kontakt, prikazati proizvode iz ponude, izgraditi svijest o poduzeću ili neki drugi cilj koji si poduzeće postavi. U radu se naglašava važnost i uloga društvene mreže Instagram u izgradnji online prisutnosti brendova, važnost kreiranja prilagođenog i kvalitetnog marketinškog sadržaja, opcije za kreiranje snažnog Instagram profila, ključni koraci u kreiranju strategije te korisni alati za upravljanje Instagram profilom poduzeća. Marketinški sadržaj za društvenu mrežu Instagram bi se mogao kreirati i bez obraćanja pažnje na sve navedene stavke, no takav sadržaj nije dugoročno održiv i isplativ. Ne komunicira srž poslovnog subjekta publici i podložan je promjenama, te zbog toga ne uspijeva pozicionirati poslovni subjekt u glavi potrošača. S toga će se u radu analizirati sve prednosti kreiranja kvalitetnog sadržaja i mogućnosti koje se nude poslovnim subjektima, te u konačnici istraživanje uspješnih Instagram profila koji su prethodno prepoznali važnost ove društvene mreže. Less
Abstract (english)
Today`s market is characterized by an abundance of providers, between whom there is dynamic market competition. On the other hand, it has never been easier to market the company`s marketing activities to precisely selected consumers with lower monetary compensation. Given a large number of providers and the ease of marketing messages to consumers, consumers are constantly “hit” by promotional and other content from manufacturers and sellers, and because of this, the percentage of ignoring... More the same content is high. For this reason, it is extremely important to create targeted, high-quality, and useful marketing content, both on all marketing channels and on the inevitable and one of the most popular social networks - Instagram. With the company`s presence on the Instagram social network, the company tries to build consumer trust, connect with them, establish direct contact, display products from the offer, build awareness of the company or some other goal that the company set. The paper emphasizes the importance and role of the Instagram in building the online presence of brands, the importance of creating customized and high-quality marketing content, options for creating a strong Instagram profile, key steps in creating a strategy and usefull tools for managing a company`s Instagram profile. Marketing content could be created without paying attention to all the listed items, but such content is not sustainable and profitable in the long term. The core of the business entity does not communicate with the public and is subject to change, and therefore fails to position the business entity in the mind of consumer. With this, the paper will analyze all the advantages of creating quality content and the opportunities offered to business entities, and ultimately the research of successful Instagram profiles that previously recognized the importance of this social network. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:968007
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-05-17 15:56:19
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