Construction of a brand on Instagram: case study of Čas za kavo

Namen diplomskega dela je raziskati katere strategije vplivajo na uspešnost blagovne znamke na Instagramu. Instagram je spletno družbeno omrežje, ki je danes eden ključnih oglaševalskih kanalov. Poleg že uveljavljenih blagovnih znamk je na Instagramu prisotnih tudi veliko novih. Ena izmed njih je blagovna znamka Čas za kavo, ki je nastala izključno na družbenem omrežju Instagram. Skozi analizo spletne strani blagovne znamke Čas za kavo in njenega Instagram profila sem na podlagi strategij, o katerih je pisal Brad Cameron, ugotavljala, kateri elementi vplivajo na podobo blagovne znamke na družbenem omrežju Instagram. V okviru raziskovalnih vprašanj sem raziskovala objavljene vsebine na spletni strani in Instagramu, vlogo besedne vsebine in soustvarjanje vsebine sledilcev na Instagramu. Za mojo raziskavo je bilo pomembno razumeti koncept mediatizacije in vlogo družbenih omrežij ter blagovnih znamk v vsakdanjem življenju.The purpose of the diploma thesis is to explore what strategies affect brand performance on Instagram. Instagram is a social networking service which is one of the main advertising channels today. In addition to the established brands, there are also many new ones on Instagram. One of them is the brand called Čas za kavo which was created exclusively through Instagram. Through the analysis of the brand\u27s website and its Instagram profile I researched which elements influence the brand image on Instagram based on the strategies of Brad Cameron. As part of my research questions, I explored published content on the website and Instagram, the role of word content and co-creation of content through its followers on Instagram. It was important for my research to understand the concept of mediatization and the role of social networks and brands in everyday life