Uloga utjecajnih osoba u kupovnim odlukama generacije Z

graduate thesis

• Title (english): The role of influential persons in the purchase decision of Generation Z
• Author: Sandra Mustapić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• 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: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Utjecajne osobe na društvenim mrežama, poznate kao influenceri, koriste platforme poput Instagrama, YouTubea, TikToka i ostalih popularnih društvenih mreža kako bi oblikovale mišljenja, trendove i ponašanja svojih pratitelja. Njihov utjecaj se proteže na različite oblasti, uključujući modu, ljepotu, fitness, tehnologiju, putovanja, društvene i brojne druge teme. Pripadnici generacije Z su osobe koje su rođene i odrasle u digitalnom vremenu i vremenu tehnoloških inovacija. Za njih su društvene mreže temeljni izvor informiranja o svim stvarima koje ih zanimaju, a na društvenim mrežama, osim što komuniciraju, prate i utjecajne osobe. Na temelju preporuka utjecajnih osoba, pripadnici generacije Z često i donose odluke o kupovini određenih proizvoda ili usluga. Upravo zbog toga, marketing utjecajnih osoba je dio marketinga koji se vrlo brzo i rapidno razvija. Društvene mreže danas su medij ne samo za komunikaciju, nego i za različite oblike promocije proizvoda i usluga, što poduzeća koriste i putem utjecajnih osoba utječu na svoje ciljane potrošače. Pripadnici generacije Z vrlo su atraktivni poduzećima upravo iz tog razloga, jer se na njihove kupovne navike može utjecati putem utjecajnih osoba, na izravan ili neizravan način. Istraživanje je pokazalo da generacija Z prati utjecajne osobe na društvenim mrežama, poistovjećuju se sa sadržajem koji oni objavljuju te im služe kao izvor informacija i kupovne odluke o određenim proizvodima temelje na tim objavama. Utjecajne osobe i takav oblik marketinga imaju znatan utjecaj na generaciju Z, što su prepoznala i poduzeća te se fokusiraju na takve oblike promocija i usluga.

Abstract (english)

Influencers on social networks use platforms like Instagram, YouTube, TikTok and other popular social networks to shape the opinions, trends and behaviors of their followers. Their influence spans a variety of fields, including fashion, beauty, fitness, technology, travel, social and many other topics. Members of Generation Z are people who were born and grew up in the digital age and the age of technological innovation. For them, social networks are the basic source of information about all the things that interest them, and on social networks, in addition to communicating, they also follow influential people. Based on the recommendation of influential people, members of Generation Z often make decisions about purchasing certain products or services. Precisely because of this, influencer marketing is a part of marketing that is developing very quickly. Today, social networks are a medium not only for communication, but also for various forms of promotion of products and services, which companies use and influence their target consumers through influential people. Members of generation Z are very attractive to companies for this very reason, because their buying habits can be influenced through influential people, in a direct or indirect way. Research has shown that Generation Z follows influential people on social networks, identifies with the content they publish and serves them as a source of information and purchase decisions about certain products are based on these publications. Influential people and this form of marketing have a significant influence on Generation Z, which companies have also recognized and are focusing on such forms of promotions and services.

• Keywords: utjecajne osobe; marketing; generacija Z; kupovne navike
• Keywords (english): influential people; marketing; generation Z; shopping habits
• Language: croatian
• URN:NBN: urn:nbn:hr:148:259851
• 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: 2024-10-04 13:54:51