Povezanost vjerodostojnosti utjecajnih osoba s namjerom kupnje sportskih dodataka prehrani kod njihovih pratitelja

master's thesis

• Title (english): The relationship between influencers credibility and purchase intention of sport supplements among their followers
• Author: Leana Buršić
• Mentor: Sandra Horvat (mentor)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-07-05, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Utjecajne osobe iz područja fitnesa su pojedinci s visokom prisutnošću na društvenim mrežama koji mogu utjecati na širu javnost putem objava o aktivnostima u teretani i potrošnji dodataka prehrani. Tvrtke prepoznaju važnost utjecajnih osoba iz područja fitnesa te ih angažiraju kao predstavnike svojih maraka sklapajući razne oblike suradnji kako bi utjecajne osobe putem društvenih mreža mogle promovirati sportske dodatke prehrani. Utjecajne osobe imaju sposobnost djelovanja na mišljenja i ponašanje svojih pratitelja te na namjeru kupnje proizvoda koje promoviraju putem društvenih mreža. Ukoliko se utjecajna osoba percipira kao vjerodostojna, smatra se da ima veću moć utjecaja na namjeru kupnje svojih pratitelja. Vjerodostojnost utjecajnih osoba ima tri dimenzije: pouzdanost, privlačnost i stručnost. Cilj istraživanja je utvrditi kako pojedina dimenzija vjerodostojnosti utjecajnih osoba iz područja fitnesa utječe na pratiteljevu namjeru kupnje sportskih dodataka prehrani koje utjecajne osobe promoviraju putem društvenih mreža. Kako bi se ispunio cilj, provedeno je istraživanje u kojem je sudjelovalo 100 ispitanika koji prate barem jednu utjecajnu osobu iz područja fitnesa na društvenim mrežama. Podaci su prikupljani putem strukturiranog anketnog upitnika kreiranog u Google obrascima. Istraživanjem je utvrđeno kako ispitanici utjecajne osobe smatraju vjerodostojnima, podupirući svaku od tri dimenzije vjerodostojnosti: pouzdanost, stručnost i privlačnost. Međutim, nije utvrđena veza između vjerodostojnosti utjecajnih osoba i namjere kupnje sportskih dodataka prehrani kod njihovih pratitelja.

Abstract (english)

Fitness influencers are individuals with a high presence on social media networks who can impact public opinion with posts about activities in the gym and consumption of sport supplements. Companies recognize the importance of fitness influencers and engage them as brand representatives by closing various forms of collaboration so influencers can promote sports supplements through social networks. Influencers have the ability to influence opinions and behavior of their followers and also purchase intention for the products they promote through social networks. If the influencer is perceived as credible, he has greater power to influence the purchase intention of his followers. The credibility of influencers has three dimensions: trustworthiness, attractiveness and expertise. If influencer has all three dimensions of credibility, it is considered that he has greater power to impact the followers` purchase intention. The aim of the research is to determine whether the aforementioned dimensions of fitness influencers` credibility affects the followers intention to purchase sports supplements promoted by influencers through social networks. In order to fulfill the aim, a research was conducted in which participated 100 respondents who follow at least one fitness influencer on social networks. Data were collected through a structured questionnaire created in Google Forms. The research established how respondents consider fitness influencers as credible and how they believe that fitness influencers have all three dimensions of credibility: trustworthiness, expertise and attractiveness. However, no relationship was established between the credibility of fitness influencers and purchase intention of sport supplements among their followers.

• Keywords: utjecajne osobe; vjerodostojnost; vjerodostojnost utjecajnih osoba iz područja fitnesa; namjera kupnje sportskih dodataka prehrani
• Keywords (english): influencers; credibility; credibility of fitness influencers; purchase intention of sport supplements
• Language: croatian
• URN:NBN: urn:nbn:hr:148:950874
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2024-07-06 08:53:45