Stavovi potrošača o korištenju virtualnih utjecajnih osoba od strane marki na društvenim medijima

graduate thesis

• Title (english): Consumer attitudes on brands use of virtual influencers on social media
• Author: Antonija Arelić
• Mentor: Vatroslav Škare (mentor)
• Committee member: Sandra Horvat (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: 2024-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Virtualne utjecajne osobe sve više preuzimaju uloge onih tradicionalnih koristeći digitalne platforme kako bi dosegle široku publiku i utjecale na njihove odluke o kupnji. Ovaj rad istražuje stavove potrošača prema virtualnim utjecajnim osobama i njihovu ulogu u namjeri kupnje. Korištenjem anketnog upitnika na uzorku od 95 ispitanika s područja Republike Hrvatske koji prate virtualne utjecajne osobe na društvenim mrežama analizirani su stavovi ispitanika prema ključnim karakteristikama virtualnih utjecajnih osoba, uključujući pouzdanost, stručnost, privlačnost, parasocijalne odnose i percipiranu realističnost. Rezultati pokazuju da su pouzdanost, stručnost, percipirana realističnost i parasocijalni odnosi najsnažnije povezani s namjerom kupnje, dok privlačnost pokazuje manju, ali statistički značajnu povezanost. Istraživanje također ukazuje na visoku prisutnost virtualnih utjecajnih osoba na društvenim mrežama, ali s različitim razinama intenziteta praćenja od strane korisnika.

Abstract (english)

Virtual influencers are increasingly taking on the roles of traditional influencers, using digital platforms to reach a wide audience and influence their purchasing decisions. This paper explores consumer attitudes towards virtual influencers and their role in purchase intent. By using a survey questionnaire on a sample of 95 respondents from the Republic of Croatia who follow virtual influencers on social media, the study analyzes respondents' attitudes toward key characteristics of virtual influencers, including trustworthiness, expertise, attractiveness, parasocial relationships, and perceived realism. The results indicate that trustworthiness, expertise, perceived realism, and parasocial relationships are most strongly associated with purchase intent, while attractiveness shows a smaller but statistically significant correlation. The research also highlights the high presence of virtual influencers on social media, with varying levels of intensity in user engagement.

• Keywords: digitalni marketing; društvene mreže; virtualne utjecajne osobe
• Keywords (english): digital marketing; social media; virtual influencers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:356620
• Study programme: Title: Digital 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: Open access
• Created on: 2024-09-20 16:03:26