PERCEPTION OF CROATIAN COMPANY MANAGERS ON THE IMPACT OF SOCIAL NETWORKS ON CORPORATE BRANDS*

Sa？etak By adopting digital technology into the business of each individual company in today's dynamic and global market, brands are becoming an increasingly important item in the differentiation of products and services. In doing so, brands are most often emphasized as a guarantee of meeting certain consumer expectations of these products or services and creating an image of the value of the brands themselves. Although there are various factors that influence the very concept of brand value and the customer's perception of that same value. Given the current market in which social networks are increasingly important every day, the question is what impact social networks have on corporate brands, which is the topic of this paper. In addition to the theoretical basis of this paper where the theory of the brand itselve and the concept of its value, and the role of social networks for creating a brand is presented, this paper also shows the influence of social networks on corporate brands from the perspective of the managers of Croatian companies. For the purpose of writting this paper, a qualitative research was conducted by in-depth interviews with the managers of Croatian companies for the purpose of collecting primary data, whose data analysis is presented in the paper