Istraživanje stavova generacije Y prema oglašavanju putem utjecajnih osoba

master's thesis

• Title (english): Study of attitudes of generation Y towards influencer marketing
• Author: Petra Jerger
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Komunikacijski kanali sve su napredniji i javni je prostor njima sve zasićeniji te su poduzeća u konstantnoj potrazi za novim marketinškim naporima kako bi bolje i učinkovitije dosegnuli i zaintrigirali ciljanu publiku. S porastom uporabe i povećanjem uloge društvenih mreža u oglašavanju, utjecajne osobe (eng. influencers) u marketinškim aktivnostima imaju sve važniju ulogu u svijetu pa tako i u Hrvatskoj. Sve više poduzeća obraća se utjecajnim osobama kako bi se približili određenim ciljanim skupinama ili povećali svijest o svojem brendu što posljedično dovodi do povećanja uloge i važnosti ovih pojedinaca u poslovnom svijetu. Neophodno je da poduzeća prepoznaju prednosti oglašavanja putem utjecajnih osoba te da su upoznati s njihovim djelovanjem na potrošača ukoliko se žele oglašavati prema nekoj određenoj ciljanoj skupini. Cilj je ovog rada prikazati stavove danas rastuće potrošačke skupine, generacije Y, prema ovoj vrsti oglašavanja te prikazati učinkovitost korištenja utjecajnih osoba u marketinškim strategijama poduzeća usmjerenih prema generaciji Y. U izradi rada koristili su se sekundarni podaci prikupljeni iz znanstvene i stručne literature te aktualni članci o navedenoj temi. Ovi podaci služili su kao teorijska podloga za provedeno primarno istraživanje pomoću anketnog upitnika na uzorku od 85 ispitanika koji pripadaju generaciji Y unutar Hrvatske. Na temelju provedenog istraživanja, prikazani su većinom neutralni stavovi pojedinaca navedene generacije prema oglašavanju putem utjecajnih osoba u Hrvatskoj.

Abstract (english)

Communication channels are becoming more advanced and saturated, and companies are constantly looking for new and more effective marketing efforts. With the increased utilization and growing role of social media within advertising, influencers hold an important part within this area of communications globally, including Croatia. Companies are turning to influencers to reach their target audience or increase brand awareness, which has led to an increase in the importance of these individuals within the business world. Thus, it is crucial for companies to recognize the benefits of including influencers within their marketing strategies and their effect on consumer behaviour if they want to advertise towards a specific audience or target market. The purpose of this thesis is to display the attitudes of a growing consumer group, generation Y, towards influencer marketing and present the efficiency of including influencers within a company’s marketing strategy. The paper is based on data collected from scientific and professional literature, as well as other trending articles on the topic. This data served as a theoretical basis for an empirical research that was conducted with the help of a questionnaire on a sample of 85 respondents belonging to generation Y within Croatia. The conducted research shows that millenials in Croatia have neutral attitudes towards influencers and influencer marketing in Croatia.

• Keywords: utjecajne osobe; influencer; generacija Y; oglašavanje; ciljna skupina
• Keywords (english): influencer; generation Y; advertising; influencer marketing; target market
• Language: croatian
• URN:NBN: urn:nbn:hr:148:473602
• 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: 2023-09-25 19:39:35