Uloga kredibiliteta utjecajnih osoba u oblikovanju stavova i namjeri kupnje njihovih proizvoda i usluga

master's thesis

• Title (english): The role of influencers credibility in shaping attitudes and the intention to purchase their products and services
• Author: Tea Marolin
• Mentor: Sandra Horvat (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-11-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Utjecajne osobe su zbog većeg razvoja i upotrebe društvenih mreža postale sve zastupljenije. Naime, ne pojavljuju se samo u ulozi podržavatelja drugih marki, već kako im raste popularnost i prihodi od podržavanja drugih marki, posljednjih godina sve češće razvijaju vlastite marke. Motivirani potencijalno većom zaradom i drugim utjecajnim osobama koje su razvile uspješne marke proizvoda ili usluga, razvijaju razne marke odjeće, marke kozmetike, fitness treninge pa sve do agencija za putovanje. Potrošači utjecajne osobe smatraju vjerodostojnima i poistovjećuju se s njima, iz tog razloga utjecajne osobe imaju moć utjecati na stavove potrošača o određenim markama i odluke o kupnji. Kako utjecajne osobe svojim kredibilitetom utječu na pozitivne stavove i namjeru kupnje potrošača drugih marki koje podržavaju tako imaju utjecaj i na marke koje su sami razvili. Stoga je cilj ovog rada istražiti ulogu kredibiliteta, odnosno pouzdanosti, stručnosti i atraktivnosti utjecajnih osoba u oblikovanju stavova i namjeri kupnje njihovih proizvoda ili usluga. Provedeno je jednokratno empirijsko istraživanje na namjernom uzorku od 189 ispitanika putem anketnog upitnika. Rezultati provedenog istraživanja pokazuju kako ispitanici smatraju da utjecajne osobe koje su razvile vlastitu marku posjeduju kredibilitet. Odnosno najviše ih smatraju atraktivnima i stručnima. Točnije, utvrđeno je kako kredibilitet utjecajne osobe, kao i percipirano podudaranje između utjecajne osobe i njene marke imaju relativno nisku ulogu u oblikovanju stavova i namjeri kupnje kada je u pitanju njihov proizvod ili usluga.

Abstract (english)

Due to the increasing development and use of social media, influencers have become more prevalent. Besides their role of brand endorsers, as their popularity and income from endorsing other brands grows, they increasingly develop their own brands. Motivated by the potential for higher earnings and by other influencers who have developed successful product or service brands, they develop various clothing brands, cosmetic brands, fitness training programs, and even travel agencies. Consumers consider influencers credible and identify with them; hence, influencers have the power to influence consumers' attitudes toward specific brands and their purchasing decisions. As influencers use their credibility to influence positive attitudes and purchase intent for consumers of other brands they support, they also have an impact in the context of brands they have developed themselves. Therefore, the aim of this study is to investigate the role of credibility, including reliability, expertise, and attractiveness of influencers in shaping attitudes and purchase intent for their products or services. In order to fulfill the set goal, empirical research was conducted on a convenient sample of 189 participants through a structured survey questionnaire in digital form. The results of the research indicate that participants consider influencers who have developed their own brand to be attractive and experts but relatively less reliable. More precisely, it was found that the credibility of an influencer, as well as the perceived alignment between the influencer and their brand, has a relatively low impact on attitudes and purchase intent when it comes to their products or services.

• Keywords: utjecajne osobe; kredibilitet utjecajne osobe; marke u vlasništvu utjecajnih osoba; oblikovanje stavova; namjera kupnje
• Keywords (english): influencers; influencers credibility; brands owned by influencers; attitude formation; purchase intent
• Language: croatian
• URN:NBN: urn:nbn:hr:148:885998
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-12-01 11:26:09