Utjecaj algoritama društvenih mreža Instagrama i TikToka na uspjeh malih poduzeća

undergraduate thesis

• Title (english): The Impact of Instagram and TikTok's algorithms on the success of small businesses
• Author: Lorena Mitrović
• Mentor: Ivan Dunđer (mentor)
• Committee member: Sanja Seljan (član povjerenstva)
• Committee member: Vjera Lopina (član povjerenstva)
• Committee member: Ivan Dunđer (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of information and Communication sciences); Zagreb
• Defense date and country: 2023-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Društvene mreže postale su neizbježan alat za promociju tvrtki. Danas su najviše korištene platforme TikToka i Instagrama. One omogućuju probijanje malih poduzeća na veću scenu te su ključne za održavanje interesa klijenata. Algoritmi društvenih mreža svojim korisnicima omogućuju prikazivanje novog ali relevantnog sadržaja temeljenog na već prijašnje viđenim i ocijenjenim objavama iste ili slične tematike. Na temelju ranije viđenih objava, korisnici svakodnevno dobivaju nove objave i oglase na svoj feed. Međutim, sa sve rastućim brojem samostalnih djelatnika i utjecajnih osoba, platforme postaju zasićene te se spomenutim manjim poduzećima teže probiti u svijetu društvenih mreža. Algoritmi društvenih mreža će favorizirati određena poduzeća i kreatore, a zasjeniti neke druge. Kako bi se osigurao uspjeh manjih poduzeća, bitno je razumjeti algoritme društvenih mreža i kriterija na temelju kojih će se promovirati određene objave. U ovom radu prikazano je koliko algoritmi društvenih mreža TikToka i Instagrama pomažu i/ili odmažu malim poduzećima koja su tek počela koristiti gore navedene društvene mreže u cilju promocije svojih usluga i proizvoda.

Abstract (english)

Social networks have become an unavoidable tool for promoting companies. TikTok and Instagram are the most used platforms today. They allow small businesses to become noticeable on the scene and they are crucial for keeping their clients’ interest. These social network algorithms show to their users new but relevant content based on already seen and rated posts of a similar or identical topic. That way, social network users receive new posts and ads on their feed daily. However, with the ever-growing number of freelancers and influencers, these platforms become more saturated, and the aforementioned small businesses have a harder time getting noticed. Social network algorithms will favour certain businesses and creators while hiding others. To assure the success of small businesses, it is important to understand these social network algorithms and the criteria that they use to promote certain posts. This thesis shows how the social network algorithms of TikTok and Instagram help and/or hinder small businesses that have just started using the above social networks in order to promote their services and products.

• Keywords: društvene mreže; TikTok; Instagram; algoritmi; mala poduzeća; korisnici; objave
• Keywords (english): social networks; TikTok; Instagram; algorithms; small businesses; users; posts
• Language: croatian
• URN:NBN: urn:nbn:hr:131:087315
• Study programme: Title: Information Sciences; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) informacijskih znanosti (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) informacijskih znanosti)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-21 09:26:01