Ziņu portāla Delfi zīmola maiņas komunikācija digitālajā vidē un patērētāju attieksmes analīze.
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Date
2022
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba “Ziņu portāla Delfi zīmola maiņas komunikācija digitālajā vidē un patērētāju attieksmes analīze” mērķis ir izpētīt ziņu portāla Delfi komunikāciju par zīmola maiņu un noskaidrot, kā zīmola maiņas komunikāciju uztvēra ziņu portāla auditorija. Ziņu portāls paziņoja par zīmola maiņu 2021. gada novembrī. Delfi ir apmeklētākais ziņu portāls Latvijā, kura auditorija ir aptuveni katrs otrais Latvijas iedzīvotājs.
Pētījums ir sadalīts divās daļās – no sākuma tiek analizēta zīmola maiņas komunikācija Delfi digitālajos kanālos un zīmola kampaņa “Kad mums ir svarīgi”, savukārt otrajā daļā tiek pētīta auditorijas uztvere par zīmola maiņu. Pētījumā izmantotas trīs kvalitatīvās pētījumu metodes – kontentanalīze, intervija un fokusa grupas.
Darbā tika secināts, ka zīmola jaunās identitātes integrēšanas process kopumā bija veiksmīgs, taču ziņu portāla auditorijai visi Delfi kampaņas vēstījumi nebija saprotami.
The aim of the bachelor’s thesis “News portal Delfi rebranding communication in the digital environment and analysis of consumer attitudes” is to explore the communication of the news portal Delfi regarding their brand change and to see how rebranding communication was perceived by the news portal audience. The news portal announced their rebranding in November 2021. Delfi is the most viewed news portal in Latvia, with an audience of approximately every other resident of Latvia. This research is divided into two parts: first part includes the analysis of communication of the rebranding on Delfi digital channels and the brand campaign “When it is important”. Following that, second part examines how the brand change was perceived by the audience. There were used qualitative study methods in this study – contentanalysis, interview and focus groups. The study reveals that the integration process of Delfi new identity was overall successful, however Delfi campaign messages were not understandable for the news portal audience.
The aim of the bachelor’s thesis “News portal Delfi rebranding communication in the digital environment and analysis of consumer attitudes” is to explore the communication of the news portal Delfi regarding their brand change and to see how rebranding communication was perceived by the news portal audience. The news portal announced their rebranding in November 2021. Delfi is the most viewed news portal in Latvia, with an audience of approximately every other resident of Latvia. This research is divided into two parts: first part includes the analysis of communication of the rebranding on Delfi digital channels and the brand campaign “When it is important”. Following that, second part examines how the brand change was perceived by the audience. There were used qualitative study methods in this study – contentanalysis, interview and focus groups. The study reveals that the integration process of Delfi new identity was overall successful, however Delfi campaign messages were not understandable for the news portal audience.
Description
Sabiedriskās attiecības
Public Relations
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Public Relations
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Keywords
Delfi, ziņu portāls, zīmola maiņa, mārketinga komunikācija, zīmola tēls, zīmola kampaņa., Delfi, news portal, rebranding, marketing communication, brand image, brand campaign.