The role of influencers on promotion of sports fashion brands

undergraduate thesis

• Author: Gabriela Butigan
• Mentor: Mirko Palić (mentor); MBZ: 258071
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Social media influencers are a valuable tool when it comes to purchasing products they have a significant impact on various types of consumers. The purpose of this research paper was to explore the role of influencers on promotion of sports fashion brands and their effect when it comes to making purchasing decisions. Today people have become more oriented towards a healthy lifestyle and they take into consideration the opinions and recommendations of other people, in this case, social media influencers (SMI). This study mainly uses secondary data, as well as a survey questionnaire. A survey questionnaire explored the level of engagement and trust among consumers and sports social media influencers. Since the brands are significant in the fashion world, the paper also analyzes their influencers marketing strategies. The research proved that although SMI has a role in changing the initial purchasing preference, buying decisions influenced by SMI are formed but at a lower level. Making purchasing decisions varies on many different factors explored in this paper.

• Keywords: influencers; influencer marketing; promotion; sports industry; social media; consumer engagement; decision-making; brand association
• Language: english
• URN:NBN: urn:nbn:hr:148:778028
• Study programme: Title: Business Economics in English; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2021-09-30 10:16:49