Uloga percipiranog kredibiliteta marketinga utjecajnih osoba kod generacije Z

master's thesis

• Title (english): The role of perceived credibility in Influencer Marketing among generation Z
• Author: Ana Marušić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sunčana Piri Rajh (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: 2024-07-05, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Suradnja poduzeća s utjecajnim osobama na društvenim mrežama sve je zastupljenija promotivna strategija za mnoge marketinške stručnjake, a kao ključni čimbenik uspjeha ističe se percipirani kredibilitet. Ne samo da pomaže u izgradnji dugoročnih odnosa, već i utječe na porast namjere kupnje, izgradnju lojalnosti i postizanju učinkovitosti oglašivačke poruke koju prenosi utjecajna osoba. Stoga, kako bi se bolje razumjela važnost uloge percipiranog kredibiliteta marketinga utjecajnih osoba, bilo je ključno istražiti čimbenike koji na njega utječu. Naime, Instagram je najučinkovitija platforma za navedene suradnje, što je fokus ovog istraživanja, posebno u kontekstu generacije Z, budući da su oni buduća ključna skupina potrošača. Saznanja ovog rada pružaju relevantne uvide poduzećima u percepciju marketinga utjecajnih osoba, što omogućuje bolje prilagođavanje budućih marketinških strategija.

Cilj rada bio je istražiti ulogu percipiranog kredibiliteta marketinga utjecajnih osoba kod generacije Z. Provedeno je kvantitativno istraživanje na namjernom prigodnom uzorku od 82 ispitanika, pripadnika generacije Z, a kao instrument istraživanja korišten je anketni upitnik u elektroničkom obliku.

Istraživanje je kreirano prema znanstvenim radovima autora Belanche i ostali (2021) te Herrando i Martín‐De Hoyos (2022), a rezultati istraživanja pokazali su kako je najvažniji čimbenik u percepciji kredibiliteta marketinga utjecajnih osoba upravo stav prema utjecajnoj osobi te percipirani kredibilitet utjecajne osobe, dok su manje značajni čimbenici stav prema oglasu i vrednovanje oglasa.

Abstract (english)

Collaboration between companies and social media influencers is becoming a popular promotional strategy for many marketers, with perceived credibility highlighted as a key factor for success. It not only helps build long-term relationships with followers but also increases purchase intentions, fosters loyalty and enhances the effectiveness of the influencer's advertising message. Therefore, to better understand the importance of the role of perceived credibility in influencer marketing, it was crucial to investigate the factors that affect it. Namely, Instagram is the most effective social network for Influencer Marketing, which is the focus of this research, especially in the context of generation Z, since they are the future key group of consumers. The findings of this research provide relevant insights into the perception of influencer marketing, relevant for companies to adjust future marketing strategies.

The aim of this paper was to investigate the role of perceived credibility in influencer marketing among Generation Z. A quantitative study was conducted on a deliberate convenience sample of at least 100 respondents, members of Generation Z, using an electronic survey questionnaire as the research instrument.

The research was created based on scientific papers by authors Belanche et al. (2021) and Herrando and Martín-De Hoyos (2022), The research results showed that the most important factor in the perception of influencer marketing credibility is the attitude towards the influencer and the perceived credibility of the influencer, while less significant factors are the attitude towards the advertisement and the evaluation of the advertisement.

• Keywords: percipirani kredibilitet; marketing utjecajnih osoba; generacija Z
• Keywords (english): perceived credibility; influencer marketing; generation Z
• Language: croatian
• URN:NBN: urn:nbn:hr:148:554486
• 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 students and staff of home institution
• Created on: 2024-07-08 11:11:47