Izvorni znanstveni članak
https://doi.org/10.22522/cmr202501102,
Preferred Channels for Information Dissemination in the Croatian Fashion Industry
Ana Carević
; Hrvatsko katoličko sveučilište, Zagreb, Hrvatska
Ivana Ogrizek Biškupić
orcid.org/0009-0002-0947-9655
; Sveučilište Algebra Bernays, Zagreb, Hrvatska
Sažetak
The development of technology influences the ways in which society engages with media. Media users actively and interactively participate in the overall media process, and their criteria for selection, duration, scope of consumption, and participation are significantly increasing. The process of digitalisation, in certain media contexts, continues to retain traditional approaches—such as the digitalisation of print publications. Therefore, when observing the fashion industry and the magazines used for promotional purposes, the focus is placed on the context of both traditional and new media. Social networks have become a crucial factor in communication within this industry, not only for product promotion but also for business operations, thus altering the communication dynamics between (potential) clients and brand representatives.
The aim of this paper is to use interviews and qualitative analysis to determine the extent to which Croatian fashion designers utilise the opportunities offered by social networks, specifically examining how and through which communication channels they reach their target audience and the tools they use in dissemination processes. Furthermore, the study addresses the targeted audience's use of social networks and examines the extent to which respondents are familiar with Croatian fashion designers, and whether the choice of communication channels impacts the visibility of young designers. This involves comparing the role and significance of traditional media in relation to new media. The results indicate that Croatian fashion designers in the domestic market predominantly favor traditional communication channels, although they are aware of the relatively lower promotional value these channels provide in comparison to new media. This paper presents the research problem, methodology, and hypotheses, followed by a discussion of the results.
Ključne riječi
Croatian fashion designers; traditional media; new media; digital channels; social networks; fashion and lifestyle magazines; influencers; information dissemination
Hrčak ID:
331635
URI
Datum izdavanja:
2.6.2025.
Posjeta: 337 *