The role of social networks in strengthening brand loyalty in selected brand examples

Danas je sve teže istaknuti se u mnoštvu brendova. Kako bi se brend istaknuo, mnogi brendovi posežu za različitim oblicima promocije. Jedan od najučinkovitijih kanala za promociju su društvene mreže. Društvene mreže su besplatan kanal za podizanje svijesti kod potrošača, ali i relativno jeftin za plaćenu promociju naspram konvencionalnih kanala oglašavanja, poput televizije i sličnih. Stoga se sve više brendova okreće društvenim mrežama kako bi se istaknuli na svoj jedinstven način. U ovom diplomskom radu nastoji se istražiti koju ulogu igraju društvene mreže u jačanju lojalnosti brendu na odabranim primjerima, brendovima energetskih pića, Red Bulla i Rockstara. Analiziralo se šest društvenih mreža: Facebook, Instagram, YouTube, Twitter, LinkedIn i TikTok, odnosno odabrani brendovi i njihova komunikacija na društvenim mrežama. Cilj diplomskog rada odnosi se na utvrđivanje načina na koji potrošači percipiraju odabrane brendove na društvenim mrežama. Istraživanje na uzorku od 185 ispitanika pokazalo je kako gotovo svi svakodnevno koriste društvene mreže te u prosjeku provedu oko 90 minuta na njima. Zahvaljujući istraživanju i usporedbi dvaju brendova energetskih pića vidi se koliko društvene mreže utječu na odnos brenda i kupca i koliko profil brenda na društvenim mrežama ulijeva povjerenje kupcu pri odabiru proizvoda ili usluge brenda.Today, it is increasingly difficult to stand out in a multitude of brands. In order for the brand to stand out, many brands resort to various forms of promotion. One of the most effective channels for promotion are social media networks. Social networks are a free channel for raising consumer awareness, but also relatively inexpensive for paid promotion compared to conventional advertising channels such as television etc.. Therefore, more and more brands are turning to social media networks to stand out in their own unique way. This thesis seeks to explore which social networks play in strengthening brand loyalty on selected examples, energy drink brands, Red Bull and Rockstar. Six social networks were analysed: Facebook, Instagram, YouTube, Twitter, LinkedIn and TikTok, respectively selected brands and their communication on social networks. The aim of the thesis is to determine the way consumers perceive selected brands on social networks. A survey of 185 respondents showed that almost all of them use social networks on a daily basis and spends an average of about 90 minutes on them. Thanks to the research and comparison of the two brands of energy drinks, we can see how much social networks influence the relationship between the brand and the customer and how much the brand profile on social networks instils trust in the customer when choosing products or services