PERCIPIRANI UTJECAJ UTJECAJNIH OSOBA NA DRUŠTVENIM MREŽAMA NA PROCES DONOŠENJE ODLUKE O KUPOVINI

master's thesis

• Title (english): PERCEPTED INFLUENCE OF INFLUENCERS' IMPACT ON SOCIAL NETWORKS ON CONSUMER DECISION-MAKING PROCES
• Author: Ivana Dragoje
• Mentor: Goran Vlašić (mentor)
• Committee member: Jurica Pavičić (predsjednik povjerenstva)
• Committee member: Zoran Krupka (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Na suvremenom globaliziranom tržištu utjecajne osobe (influenceri) imaju važnu ulogu u procesu kupnje odluka potrošača. Zahvaljujući svojim individualnim vještinama, specifičnim znanjima ili osobnosti, utjecajne osobe izravno ili neizravno utječu na stavove i odluke potrošača. U suvremenom globaliziranom marketingu putem društvenih medija tu ulogu preuzimaju utjecajne osobe koji svojim mislima, stavovima i mišljenjima utječu na potrošače te na trendove potražnje za određenim proizvodima. Posljednjih godina utjecajni marketing postaje sve popularniji, predstavljajući određenu vrstu marketinga društvenih medija. Cilj ovog diplomskog rada je sistematizacija znanja o položaju i ulozi utjecajnih osoba (Influencera) kao činitelja i kreatora mišljenja na platformama društvenih mreža s ciljem spoznaje njihove tipologizacije, faktora značajnosti i jačine njihove dominacije u situacijama donošenja odluka potrošača, zasnovanu na usporedbi informacija koje su široko dostupne na globalnoj razini dostupnih istraživanja i studija te kvantitativnih online studija koja obrađuju istraživači. U rezultatima istraživanja došlo se do zaključka da utjecajne osobe (influenceri) nemaju snažan utjecaj na promjenu mišljenja i donošenje odluka o kupovini.

Abstract (english)

In the modern globalized market, influential persons (Influencers) play an important role in the process of purchasing consumer decisions. Thanks to their individual skills, specific knowledge or personality, influential persons directly or indirectly influence consumers' attitudes and decisions. In modern globalized marketing through social media, this role is assumed by influential persons who influence consumers with their thoughts, attitudes and opinions and demand trends for certain products. In recent years, influential marketing has become increasingly popular, presenting a certain kind of social media marketing. The aim of this graduate paper is to systematize knowledge about the position and role of influential persons (Influencer) as a factor and creator of opinion on social network platforms with the aim of understanding their typology, significance factors and strength of their dominance in consumer decision-making situations, based on comparison of information widely available on the global level of available research and studies and quantitative online studies processed by researchers. The results of the research concluded that influential persons (Influencers) do not have a strong influence on the change of opinion and decision-making on purchase.

• Keywords: utjecajne osobe (influenceri); marketing; društvene mreže
• Language: croatian
• URN:NBN: urn:nbn:hr:148:687985
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-09-29 11:29:14