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master's thesis
Marketinška komunikacija fitness industrije putem društvenih mreža
Zagreb: University of Zagreb, Faculty of Croatian Studies, 2019. urn:nbn:hr:111:996419
Ražnjević, Tereza
University of Zagreb
Faculty of Croatian Studies
Department of Communication Sciences

Cite this document

Ražnjević, T. (2019). Marketinška komunikacija fitness industrije putem društvenih mreža (Master's thesis). Zagreb: University of Zagreb, Faculty of Croatian Studies. Retrieved from https://urn.nsk.hr/urn:nbn:hr:111:996419

Ražnjević, Tereza. "Marketinška komunikacija fitness industrije putem društvenih mreža." Master's thesis, University of Zagreb, Faculty of Croatian Studies, 2019. https://urn.nsk.hr/urn:nbn:hr:111:996419

Ražnjević, Tereza. "Marketinška komunikacija fitness industrije putem društvenih mreža." Master's thesis, University of Zagreb, Faculty of Croatian Studies, 2019. https://urn.nsk.hr/urn:nbn:hr:111:996419

Ražnjević, T. (2019). 'Marketinška komunikacija fitness industrije putem društvenih mreža', Master's thesis, University of Zagreb, Faculty of Croatian Studies, accessed 24 April 2024, https://urn.nsk.hr/urn:nbn:hr:111:996419

Ražnjević T. Marketinška komunikacija fitness industrije putem društvenih mreža [Master's thesis]. Zagreb: University of Zagreb, Faculty of Croatian Studies; 2019 [cited 2024 April 24] Available at: https://urn.nsk.hr/urn:nbn:hr:111:996419

T. Ražnjević, "Marketinška komunikacija fitness industrije putem društvenih mreža", Master's thesis, University of Zagreb, Faculty of Croatian Studies, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:111:996419

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Metadata
TitleMarketinška komunikacija fitness industrije putem društvenih mreža
Title (english)Marketing communication of the fitness industry through social networks
AuthorTereza Ražnjević
MentorDanijel Labaš (mentor)
Committee memberLana Ciboci (predsjednik povjerenstva)
Committee memberDražen Maleš (član povjerenstva)
Committee memberDanijel Labaš (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Croatian Studies
(Department of Communication Sciences)
Zagreb
Defense date and country2019-09-11, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Communicology
Abstract
Društvene mreže su se posljednjih godina pokazale kao najbolji komunikacijski kanali u smislu promocije, reklamiranja, vođenja različitih oblika kampanja, a posebice svega onoga što je vezano uz zdrav način života. Svoju priliku za angažiranje i promicanje vlastitih ideja najviše su iskoristili influenceri za fitness, treneri fitnessa i oni srodnih zanimanja. Dokaz tome su i osobna iskustva mnogih trenera fitnessa koji su svoju komunikaciju i posao usmjerili isključivo na društvene mreže. Na taj način su svoje ideje o važnosti redovite tjelesne aktivnosti i zdrave prehrane vrlo jednostavno plasirali među širu masu ljudi, što ne uključuje samo njihove pratitelje nego i one koji se slučajno zateknu na njihovim profilima. Takve osobe su zahvaljujući vlastitoj samopromociji i dostupnosti društvenih mreža postali svojevrsni edukatori zdravog načina života. Posebno su se u tom smislu istaknuli oni treneri fitnessa koji naglasak stavljaju na borbu protiv predrasuda „brzih“ dijeta i drugih samoprozvanih stručnjaka koji putem društvenih mreža daju lažna obećanja o brzom mršavljenju uz pomoć raznih suplemenata. Ovakav način djelovanja ukazuje na jasno osmišljene marketinške metode djelovanja i ostvarivanja uspjeha putem društvenih mreža. Upravo iz navedenih razloga provedeno je istraživanje o tome može li fitness industrija putem društvenih mreža i suradnjom s fitness influencerima utjecati na odluke i stil života korisnika društvenih mreža.
Abstract (english)
In recent years, social networks have been shown to be the best communication channels in terms of promoting, advertising, managing various forms of campaigning and in everything related to a healthy lifestyle. Their ability to engage and promote their own ideas has been best used by fitness influencers and fitness trainers. Many fitness trainers have focused their communication and business on social networks. So their ideas about the importance of regular physical activities and healthy diets are very easy to place among the wider mass of people, which not only include their followers but also those who accidentally find themselves in their profiles. Thanks to their own self-promotion and availability of social networks, they have become a healthy lifestyle educators. In particular, those fitness trainers emphasized the emphasis on combating the „fast“ diets of prejudice and other self-employes experts who, through social networks, give false promises of fast weight loss with the help of various supplements. This way of action points to clearly designed marketing methods of acting and achieving success through social networks. For these reasons, this research has been carried out on whether the fitness industry can influence on desicions and lifestyle of social networks users.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:111:996419
Study programmeTitle: Department of Communication Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
RepositoryRepository of University of Zagreb, Centre for Croatian Studies
Created on2020-01-30 10:15:21

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