ANALYSIS OF THE USE OF SOCIAL MEDIA MARKETING WITH AN OVERVIEW ON GRAPHIC DESIGN ON THE EXAMPLE OF TREBINJE WINERIES

Nowdays, social media (SM) and online advertising have become key tools for building and promoting a brand. This is very important for local entrepreneurs, such as wineries in Trebinje (Bosnia and Herzegovina), who want to increase visibility and reach a wider audience. This paper explores the use of SM with an overview on graphic design, analyzing the existing strategies that wineries in Trebinje use for promotion. Through a case study of 19 members of the Association of Winemakers and Vinegrowers “Vinos” Trebinje, the paper analyzes how visual identity and advertising design on SM affect brand perception and user engagement. Attention is paid to the creative aspects of graphic design, including the analysis of the use of basic graphic design elements (text and typography, photography, illustrations, colors, etc.) which contribute to creation of an attractive and recognizable brand. The methodology includes qualitative analysis through the case study of 19 wineries, analysis of content published on SM, as well as design analysis. Quantitative analysis is conducted to quantify user engagement through descriptive statistical analysis and analysis based on SM metrics. The results of the research indicate that wineries which use consistent and high-quality graphic design achieve significant levels of user engagement and a more positive perception of the brand. A comparative analysis of different wineries has identified best practices and proposes recommendations for improving online presence.