Utjecaj korištenja virtualnih utjecajnih osoba u kampanjama na stav potrošača prema marki i namjeru kupnje

graduate thesis

• Title (english): The impact of using virtual influencers in campaigns on consumer brand attitude and purchase intention
• Author: Dorotea Fabijanić
• Mentor: Morana Fudurić (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Uz napredak interaktivnih i imerzivnih medijskih tehnologija virtualne utjecajne osobe postaju rastući trend u oglašavanju, nudeći veću kontrolu i dosljednost u promociji proizvoda. U posljednjih nekoliko godina industrija virtualnih utjecajnih osoba znatno je narasla, a očekuje se da će se nastaviti širiti. Stoga, cilj ovog rada bio je istražiti kako korištenje virtualnih utjecajnih osoba u kampanjama utječe na stav potrošača prema samim virtualnim utjecajnim osobama, prema marki te namjeri kupnje. Provedeno je kvantitativno istraživanje metodom kvazi-eksperimenta na namjernom prigodnom uzorku ispitanika. Instrument istraživanja bio je anketni upitnik u digitalnom formatu podijeljen putem društvenih mreža i e-maila, a prikupljanje podataka provedeno je u razdoblju od 12. do 28. lipnja 2024. Ukupno, 104 ispitanika sudjelovalo je u istraživanju. Rezultati pokazuju da hrvatski potrošači uglavnom imaju negativan stav prema virtualnim utjecajnim osobama, kao što je Lil Miquela, zbog percepcije plaćenog partnerstva i činjenice da ona nije prava osoba. Unatoč tome, stavovi prema marki Samsung uglavnom su pozitivni, iako namjera kupnje ostaje niska. Ovi rezultati sugeriraju da potrošači mogu odvojiti stav prema marki od stava prema utjecajnoj osobi. Niska namjera kupnje također može biti povezana s čimbenicima kao što su spol, dob, financijska pristupačnost i percepcija cijene, pri čemu su mlađe osobe i osobe s nižim prihodima sklonije percipirati marku kao manje pristupačnu.

Abstract (english)

With the advancement of interactive and immersive media technologies, virtual influencers are becoming a growing trend in advertising, offering greater control and consistency in product promotion. Over the past few years, the virtual influencer industry has grown significantly and is expected to continue to expand. Therefore, the aim of this thesis was to investigate how the use of virtual influencers in campaigns affects the consumer's attitude towards the virtual influencers, towards the brand and the purchase intention. Quantitative research was conducted using the quasi-experimental method on a purposeful random sample of respondents. The research instrument was a survey questionnaire in digital format distributed via social networks and e-mail, and data collection was carried out in the period from June 12 to 28, 2024. In total, 104 respondents participated in the research. The results show that Croatian consumers mostly have a negative attitude towards virtual influencers, such as Lil Miquela, due to the perception of a paid partnership and the fact that she is not a real person. Despite this, attitudes towards the brand Samsung are mostly positive, although the purchase intention remains low. These results suggest that consumers can separate attitude toward the brand from attitude toward the virtual influencer. Low purchase intention may also be related to factors such as gender, age, affordability and price perception, with younger and lower income individuals more likely to perceive a brand as less affordable.

• Keywords: marketing utjecajnih osoba; virtualne utjecajne osobe; stavovi
• Keywords (english): Influencer Marketing; Virtual Influencers; Attitudes
• Language: croatian
• URN:NBN: urn:nbn:hr:148:401344
• 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: Access restricted to students and staff of home institution
• Created on: 2024-09-23 09:57:59