Uloga utjecajnih osoba na društvenim medijima u namjeri kupnje proizvoda za njegu kože od strane pripadnika generacije Z

graduate thesis

• Title (english): The role of influencers on social media in the Generation Z's skincare products purchase intent
• Author: Lana Borovac
• Mentor: Vatroslav Škare (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Morana Fudurić (član 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

Društveni mediji danas su platforma na kojoj ljudi pronalaze informacije, komuniciraju jedni s drugima, prate vijesti te općenito provode vlastito slobodno vrijeme. U posljednjih deset godina način na koji ljudi komuniciraju gotovo u potpunosti se preselio sa razgovora preko telefona i uživo na dopisivanje preko aplikacija i objave na društvenim medijima. Samim time, činjenica je
da su markama društveni mediji dobro poslužili kao marketinški alat. Korištenjem platformi poput Facebooka, Instagrama, Tik Toka i ostalih, marke mogu dosegnuti velik broj ljudi, predstaviti sebe i svoje proizvode te se na razne načine pomoću različitih oblika sadržaja povezivati sa zajednicom. Jedan od najučinkovitijih i najpopularnijih marketinških alata zajednice jesu utjecajne osobe, također poznate kao influenceri. Utjecajne osobe, zahvaljujući svojem velikom dosegu, popularnosti i mogućnosti utjecaja na pratitelje, markama su koristan alat za promoviranje proizvoda te same marke. Međutim, utjecajne osobe još uvijek bude skepticizam kod pratitelja. Ljudi ne vjeruju utjecajnim osobama u potpunosti jer postoji šansa za promocije koje su bazirane
na lažnim svjedočanstvima te utjecajne osobe mogu biti u velikom dijelu kontrolirane od strane marke koja ih sponzorira. Imajući na umu ovu činjenicu, postavlja se pitanje koliku ulogu utjecajne osobe imaju u namjeri kupnje kod generacije Z. Kako bi se istražila ova uloga, istraživanje se baziralo se na namjeri kupnje proizvoda za njegu kože. Proizvodi za njegu kože su u posljednjih pet godina u trendu na društvenim medijima te za njima postoji veliko zanimanje i potražnja, posebno kod generacije Z. Sukladno navedenome, cilj ovoga rada je istražiti koliku ulogu utjecajne osobe imaju u namjeri kupnje proizvoda za njegu kože kod generacije Z.

Abstract (english)

Today, social media is a platform where people find information, communicate with each other, follow news and generally spend their free time. In the last ten years, the way people communicate has almost completely moved from talking on the phone and in person to messaging through apps and posting on social media. Therefore, it is a fact that social media has served brands well as a marketing tool. By using platforms such as Facebook, Instagram, Tik Tok and others, brands can reach a large number of people, present themselves and their products, and connect with the community in various ways using different forms of content. One of the most effective and popular community marketing tools is influencers, also known as influential people. Influencers, thanks to their great reach, popularity and ability to influence their followers, are a useful tool for brands to promote the brand's products. However, influencers are still met with skepticism by followers. People do not trust influencers completely because there is a chance for promotions based on fake testimonials and influencers can be largely controlled by the brand sponsoring them. With this fact in mind, the question arises as to how big of a role influencers play in the purchase intention of Generation Z. In order to investigate this role, the research was based on the intention to purchase skincare products. Skincare products have been trending for the last five years on social media and there is great interest and demand for them, especially among Generation Z. Accordingly, the aim of this paper is to investigate the role of influencers in the intention to purchase skincare products among Generation Z.

• Keywords: utjecajne osobe; društveni mediji; društvene mreže; namjera kupnje; kozmetika
• Keywords (english): influencers; social media; social networks; purchase intention; cosmetics
• Language: croatian
• URN:NBN: urn:nbn:hr:148:124059
• 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: 2024-10-01 17:32:55