The Role of Social Networks in Branding of Telecommunications Companies in Croatia

Ovaj rad se sastoji od analiza reakcija korisnika na sadržaj objavljen od strane telekomunikacijskih tvrtki u Hrvatskoj na njihovim Facebook stranicama. Rad se bavi teorijskim okvirom koji se fokusira na kulturnu i kreativnu industriju te osobitosti društvenih mreža i marketinga na njima kao i interakcije među korisnicima i operaterima u sklopu procesa brendiranja i svijesti o brendu. U radu je provedena analiza korisničkih komentara na objavama tvrtki Telemach Hrvatska, A1 Hrvatska i Hrvatski Telekom, s fokusom na polaritet komentara. Rad nastoji pružiti uvid u reakcije korisnika na sadržaj tvrtki na društvenim mrežama, analizirati vrstu i količinu korisničkih komentara te proučiti dinamiku komunikacije kako bi se utvrdilo kako stvarni potrošači brenda reagiraju na sadržaj tvrtke i koje vrijednosti povezuju s njim te kako se operateri s time nose.This paper consists of analyzing user reactions to the content posted by telecommunications companies in Croatia on their Facebook pages. The study focuses on the theoretical framework that centers around the cultural and creative industry, as well as the peculiarities of social media and marketing on these platforms, including interactions between users and operators within the branding process and brand awareness. The research conducted in this paper includes an analysis of user comments on the posts of Telemach Croatia, A1 Croatia, and Hrvatski Telekom, with a specific focus on the polarity of comments. The aim of this paper is to provide insights into user reactions to company content on social media, analyze the type and quantity of user comments, and examine the dynamics of communication to determine how actual brand consumers respond to company content and what values they associate with it, as well as how operators handle these interactions