The purpose of the diploma thesis is to explore how the branding of the Košarka.info news portal occurs. Since the news portal Košarka.info was launched in April 2019, it has aspired to spread its brand recognition, particularly through online social networking service channels, such as Facebook and Instagram. In the diploma thesis I attempted to determine which strategies affect the success of the news portal as a brand, with the objective being to ascertain to what extent headlines and images influence the success of the articles, as well as establishing the effectiveness of interactive content. In the theoretical part of the diploma thesis, I researched the influence that modern media and information technology has on audiences, analysed social networking services and defined the concept of branding. In the research part of the diploma thesis, I divided the branding process of the news portal Košarka.info into three components; the web page, Facebook profile and Instagram profile. I studied each element of branding separately, using the model of successful branding strategies for new businesses by Latiff and Safiee, to analyse the web page; Cameron’s model to evaluate the Instagram profile; along with data on demography, reach and impressions provided by Facebook, to research the Facebook profile. I also analysed the successfulness of running prize games on the Košarka.info Facebook profile. In the discussion section I linked the findings of the research with theory.
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