Povezanost utjecajnih osoba s preferencijama potrošača u industriji električnih uređaja za osobnu njegu

graduate thesis

• Title (english): The relationship of influencers with consumer preferences in the electrical personal care device industry
• Author: Kristijan Žunec Veliki
• Mentor: Irena Pandža Bajs (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-12-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Cilj diplomskog rada je istražiti povezanost utjecajnih osoba s preferencijama potrošača u industriji električnih uređaja za osobnu njegu putem analize podataka dobivenih iz promotivnih kampanja u kojima sudjeluju utjecajne osobe. Utjecajne osobe su ključni čimbenici u oblikovanju stajališta i percepcije ljudi. Njihova autentičnost, stručnost i popularnost privlače veliki broj pratitelja koji se identificiraju s njima i vjeruju u njihove preporuke i iskustva. Kada utjecajna osoba preporučuje određeni proizvod ili marku, publika to smatra vjerodostojnom i relevantnom informacijom. Također igraju ključnu ulogu u podizanju svijesti o marki i utjecaju na potrošačke odluke. Svijest o marki postaje ključni diferencijator u industriji električnih uređaja za osobnu njegu. Prilikom promoviranja električnih uređaja putem društvenih mreža, utjecajne osobe prikazuju njihovu pouzdanost i kvalitetu, što potiče potencijalne kupce na kupovinu. Njihove preporuke imaju veću vjerojatnost da će biti prihvaćene zbog njihovog statusa relevantnih figura u području interesa. Utjecajne osobe mogu potaknuti kupce na donošenje odluka o kupovini putem preporuka, recenzija i ekskluzivnih ponuda. Kako bi se ispunio navedeni cilj diplomskog rada, u radu je provedena studija slučaja na primjeru poduzeća Braun koji prepoznaje značaj utjecajnih osoba u suvremenom marketingu i uspješno ih koristi za promociju svojih proizvoda. Rezultati istraživanja pokazuju kako je partnerstvo s utjecajnim osobama ostvareno kroz sponzorirani sadržaj. Utjecajne osobe su putem objava na svojim profilima pokazali kako oni sami koriste Braun proizvode, rezultate koji su nastali nakon korištenja proizvoda i potaknuli su diskusiju sa svojim pratiteljima o kvalitetama proizvoda. Tako su stvarali autentičan sadržaj koji je u skladu s njihovim stilom, narativom i vrijednostima, a istovremeno promovirali proizvode.

Abstract (english)

The aim of the thesis is to investigate the connection of influential persons with consumer preferences in the industry of electrical devices for personal care through the analysis of data obtained from promotional campaigns in which influential persons participate. Influencers are key factors in shaping people's views and perceptions. Their authenticity, expertise and popularity attract a large number of followers who identify with them and trust their recommendations and experiences. When an influencer recommends a certain product or brand, the audience perceives it as credible and relevant information. They also play a key role in raising brand awareness and influencing consumer decisions. Brand awareness is becoming a key differentiator in the electrical personal care industry. When promoting electrical appliances through social media, influencers showcase their reliability and quality, which encourages potential customers to purchase. Their recommendations are more likely to be accepted because of their status as relevant figures in the area of interest. Influencers can encourage customers to make purchasing decisions through recommendations, reviews and exclusive offers. In order to fulfill the stated goal of the thesis, a case study was conducted in the paper on the example of the company Braun, which recognizes the importance of influential people in modern marketing and successfully uses them to promote its products. The research results show that partnership with influential people was achieved through sponsored content. Through posts on their profiles, influential people showed how they themselves use Braun products, the results that occurred after using the products, and they encouraged a discussion with their followers about the qualities of the products. Thus, they created authentic content that is in line with their style, narrative and values, while promoting the products.

• Keywords: utjecajni; marketing; osobe; električni; uređaji
• Keywords (english): influencer; marketing; people; electrical; devices
• Language: croatian
• URN:NBN: urn:nbn:hr:148:057293
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: 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 authenticated users
• Created on: 2023-12-18 11:13:49