Vloga družbenih medijev pri pozicioniranju modnih blagovnih znamk

This master's thesis examines how social media influences the brand-positioning strategies of emerging fashion designers operating in Bosnia and Herzegovina.The study explores the impact of social media on brand positioning, the challenges associated with using digital platforms, opportunities for online brand development, and the specific strategies designers employ to establish their brands on the market, through the analysis of four research questions.Interviews with ten emerging fashion designers and ten consumers in Bosnia and Herzegovina were conducted using a qualitative approach.The collected data were reviewed in relation to current theoretical frameworks and relevant academic literature in the fields of branding, social media, and consumer culture.According to the findings, social media platforms, particularly Instagram, Facebook, and TikTok, play a crucial role in shaping public perceptions of fashion brands.In addition to serving as promotional channels, these platforms help designers build genuine and lasting relationships with their customers.A successful online strategy involves visual storytelling, consistent content posting, and open communication.Moreover, participants emphasized the importance of integrating online presence with real-world events, such as fashion shows, to foster a stronger emotional connection with the audience and provide a unique brand experience.In summary, the master's thesis demonstrates that social media are not only a promotional tool but also a key strategic platform for differentiation, building brand loyalty, and achieving long-term brand positioning in the increasingly competitive fashion market of Bosnia and Herzegovina.These results highlight the necessity of continuously adapting to digital trends and incorporating creative techniques to enhance brand visibility and authenticity in the digital age.