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master's thesis
VIDEO DNEVNIK KAO SREDSTVO DOSTAVLJANJA MULTIMEDIJALNE PORUKE
Diplomski rad
2023. urn:nbn:hr:145:050480
Matić, Stjepan
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Matić, S. (2023). VIDEO DNEVNIK KAO SREDSTVO DOSTAVLJANJA MULTIMEDIJALNE PORUKE : 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:145:050480

Matić, Stjepan. "VIDEO DNEVNIK KAO SREDSTVO DOSTAVLJANJA MULTIMEDIJALNE PORUKE : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:050480

Matić, Stjepan. "VIDEO DNEVNIK KAO SREDSTVO DOSTAVLJANJA MULTIMEDIJALNE PORUKE : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:050480

Matić, S. (2023). 'VIDEO DNEVNIK KAO SREDSTVO DOSTAVLJANJA MULTIMEDIJALNE PORUKE : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 06 May 2024, https://urn.nsk.hr/urn:nbn:hr:145:050480

Matić S. VIDEO DNEVNIK KAO SREDSTVO DOSTAVLJANJA MULTIMEDIJALNE PORUKE : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 May 06] Available at: https://urn.nsk.hr/urn:nbn:hr:145:050480

S. Matić, "VIDEO DNEVNIK KAO SREDSTVO DOSTAVLJANJA MULTIMEDIJALNE PORUKE : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:050480

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Metadata
TitleVIDEO DNEVNIK KAO SREDSTVO DOSTAVLJANJA MULTIMEDIJALNE PORUKE : Diplomski rad
Title (english)VLOG AS A MEANS OF DELIVERING A MULTIMEDIA MESSAGE : Graduate paper
AuthorStjepan Matić
MentorDavorin Turkalj (mentor)
Committee memberAntun Biloš (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberMarija Ham (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2023-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema ovog rada je video dnevnik kao sredstvo dostavljanja multimedijalne poruke. Video dnevnik ili vlog se u ovom radu promatra iz perspektive video influencera i društvenih mreža. Na taj način se analizira mogućnost dostavljanja multimedijalne poruke korištenjem video dnevnika na društvenim mrežama. Jedan od izvora za ideju provedbe istraživanja ovog rada je istraživanje između dvije platforme, Instagram i TikTok, te njihovih kreatora u svrhu zaključivanja čiji algoritam više preferira video dnevnik te ga samim time bolje dostavlja svojoj publici. Obrađeni su temeljni pojmovi i posebnosti najpopularnijih društvenih mreža današnjice koje okupljaju vlogere, poput Facebooka, YouTubea, Instagrama i TikToka radi boljeg razumijevanja njihove funkcionalnosti i mogućnosti korištenja video dnevnika kao dijela strategije marketinškog online nastupa. Također su definirani pojmovi influencera i kreatora. Cilj rada je utvrditi da li video dnevnik rezultira sa većim angažmanom korisnika na društvenim mrežama u odnosu na slikovni sadržaj. S tom svrhom, provedeno je primarno istraživanje koje je uključivalo influencere, izradu video dnevnika, izradu slikovnog sadržaja, društvene mreže te praćenje metrike objava. Istraživanje ukazuje kako video dnevnik zaista prolazi bolje u odnosu na slikovni sadržaj. Stoga se može zaključiti kako su društvene mreže ušle u eru kratke video forme. Za potrebe rada, u dijelu provedbe primarnog istraživanja, korišten je software-ski alat Traackr za prikupljanje i analizu podataka provedenih kampanja.
Abstract (english)
The topic of this paper is a video diary as a means of delivering a multimedia message. In this paper, a video diary or vlog, is observed from the perspective of video influencers and social networks. This way, the possibility of delivering a multimedia message using video diary on social networks is analyzed. One of the sources for the idea of carrying out the research of this work is the research between the two social media platforms Instagram and TikTok and their creators in order to conclude whose algorithm prefers the video diary and therefore delivers it better to its audience. The concepts of today's most popular social networks that gather vloggers, such as Facebook, YouTube, Instagram and TikTok, are covered and clarified in order to better understand their functionality and the possibility of using video diaries as part of a marketing online strategy. The terms influencer and creator are also defined. The goal of the paper is to determine whether a video diary performs better on social networks compared to image content. For this purpose, primary research was conducted that included influencers, creating video diaries, creating image content, social networks, and monitoring post metrics. Research shows that a video diary does perform better than image content. Therefore, it can be concluded that social networks have entered their "short video format" era. For the needs of the work, in the part of the implementation of the primary research, the software tool Traackr was chosen for the collection and analysis of the data of the conducted campaigns.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:050480
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-12-06 09:09:39