The perception of brand communication in social media

Suživot brendova i marketinga tvori novu simbiozu digitalnog svijeta. U ovom radu taj je odnos opisan u sklopu pet najpopularnijih društvenih mreža današnjice i načina na koji brendovi preko njih komuniciraju sa svojim pratiteljima. Obrađen je koncept viralnosti i influencerstva kao novi trendovi komunikacije koje brendovi pokušavaju iskoristiti za svoju dobrobit. Drugi dio rada odnosi se na provedbu istraživanja putem ankete. Cilj istraživanja je znanstvenom metodom ankete saznati stavove i mišljenja vezane uz percepciju komunikacije brendova na društvenim mrežama kako bi se dobivene rezultate u nastavku moglo opisati, grafički prikazati i analizirati.The co-existence of brands and marketing creates a new kind of symbiosis in the digital world. This master's thesis deals with their co-existence within the framework of five of the most popular social media in the present day. Furthermore, it provides the reader with strategies employed by brands to communicate with their users via social media. Also, it elaborates on the concepts of virality and influencing which are rising as new trends of communication and are nowadays frequently used by brands to make profit. Moreover, in the second part of this thesis focus is placed on practical research. The goal of the research is to learn the stances and opinions related to the preception of brand communication in social media. A questionnaire among social media users was conducted, thus a description and an analysis of the results is provided to support the inital hypothesis