Važnost utjecajnih osoba na društvenim mrežama u izgradnji marke

graduate thesis

• Title (english): The Importance of Influential Persons on Social Networks in Brand Building
• Author: Mihaela Novak
• Mentor: Zoran Krupka (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Tanja Komarac (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

Razvoj novog oblika digitalnog marketinga omogućen je upravo razvojem društvenih mreža, a nastao je kao rezultat promocije i rada utjecajnih osoba na društvenim mrežama. Kompanije zbog sposobnosti da utječu na potrošače, ali i zbog već stvorene baze sljedbenika, ostvaruju suradnju s utjecajnim osobama na društvenim mrežama s ciljem lakšeg dopiranja do ciljnog tržišta. Nova mogućnost koja se pojavila u suvremenoj marketinškoj digitalnoj komunikaciji i koja ima popriličan potencijal je korištenje utjecajnih osoba na društvenim mrežama. Danas se novi oblik marketinga utjecajnih osoba usvojio kao suvremeni koncept koji predstavlja značajan oblik prilikom izgrađivanja marke na društvenim mrežama, a koji je nastao kao produkt razvoja inoviranih strategija u digitalnom marketingu. Temeljni cilj ovog diplomskog rada je utvrditi važnost utjecajnih osoba na društvenim mrežama u izgradnji marke. Doprinos rada ogleda se u tome da će se nakon provedene analize poslovnih slučajeva kompanije Nike, Adidas i Puma prezentirati prijedlozi za kvalitetno ostvarivanje suradnje s utjecajnim osobama na društvenim mrežama i unapređenjem takvog oblika marketinga s ciljem da kompanije što kvalitetnije i uspješnije izgrađuju svoju marku, te u konačnici da ostvare dobit.

Abstract (english)

The development of a new form of digital marketing was made possible precisely by the development of social networks, and it was created as a result of the promotion and work of influential people on social networks. Due to their ability to influence consumers, but also due to the already created base of followers, companies collaborate with influential people on social networks with the aim of reaching the target market more easily. A new possibility that has appeared in modern marketing digital communication and that has considerable potential is the use of influencers as influential people on social networks. Today, a new form of influencer marketing has been adopted as a modern concept that represents a significant form when building a brand on social networks, and which did not arise as a product of the development of innovative strategies in digital marketing. The main goal of this thesis is to determine the importance of influential people on social networks in building a brand. The contribution of the work is reflected in the fact that, after the analysis of the business cases of the companies Nike, Adidas and Puma, proposals will be presented for quality cooperation with influential people on social networks and the improvement of this form of marketing with the aim of the companies building their brand as high quality and successfully as possible, and ultimately to make a profit.

• Keywords: Adidas; društvene mreže; utjecajne osobe; izgradnja marke; marka; Nike; Puma
• Keywords (english): Adidas; social networks; influencer; brand building; brands; Nike; Puma
• Language: croatian
• URN:NBN: urn:nbn:hr:148:814788
• 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: Embargoed access; Embargo expiration date: 2025-03-24
• Created on: 2024-09-24 17:42:52