Uloga utjecajnih osoba u korisničkom putu odlučivanja kod odabira turističke destinacije

graduate thesis

• Title (english): The role of influencers in the customer journey when choosing a tourist destination
• Author: Anđela Kulaš
• Mentor: Sandra Horvat (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Rastuća prisutnost utjecajnih osoba na društvenim mrežama sve više oblikuje ponašanje potrošača u turističkoj industriji. Veza između društvenih medija, utjecajnih osoba i korisničkog puta odlučivanja nije dovoljno istražena, posebno u Hrvatskoj. Kako bi se popunila ta praznina, ovo istraživanje ispituje ulogu utjecajnih osoba tijekom svake faze korisničkog puta odlučivanja. Provedeno istraživanje putem online ankete obuhvatilo je 254 ispitanika iz Republike Hrvatske, od čega njih 197 prati utjecajne osobe na društvenim mrežama, te se bavilo analizom povezanosti između atributa i profila utjecajnih osoba, njihove uporabe društvenih medija te elemenata kredibiliteta u različitim fazama korisničkog puta. Rezultati su pokazali da utjecajne osobe imaju značajnu ulogu, osobito u prijekupovnoj fazi, te da kredibilitet utjecajnih osoba igra ključnu ulogu u povjerenju korisnika prema informacijama koje se nalaze na društvenim mrežama. Istraživanjem je naglašena važnost vizualnog sadržaja i pouzdanosti utjecajnih osoba u oblikovanju korisničkih odluka.

Abstract (english)

The growing presence of influencers on social networks is increasingly shaping consumer behavior in the tourism industry. The connection between social media, influencers and the user's decision-making journey has not been sufficiently explored, especially in Croatia. To fill this gap, this research examines the role of influencers during each stage of the consumer decision journey. The research conducted through an online survey included 254 respondents from the Republic of Croatia, of which 197 follow influencers on social media, and analyzed the connection between the attributes and profiles of influencers, their use of social media and elements of credibility in different stages of the user journey. The results showed that influencers play a significant role, especially in the pre-purchase phase, and that the credibility of influencers plays a key role in users' trust in information found on social networks. The research emphasized the importance of visual content and the reliability of influencers in shaping user decisions.

• Keywords: utjecajne osobe; društvene mreže; korisnički put odlučivanja; turizam; turističke destinacije
• Keywords (english): influencers; social networks; customer decision journey; tourism; tourist destinations
• Language: croatian
• URN:NBN: urn:nbn:hr:148:062783
• 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 authenticated users
• Created on: 2024-10-01 13:16:31