Istraživanje uloge virtualnih utjecajnih osoba na odluke o kupnji

graduate thesis

• Title (english): Exploring the role of virtual influencers in purchasing decision
• Author: Ines Zidarić
• Mentor: Miroslav Mandić (mentor)
• 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: 2024-10-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Diplomski rad istražuje ulogu virtualnih utjecajnih osoba u marketingu te njihov utjecaj na
donošenje odluka o kupnji. Teorijski dio opisuje ključne aspekte ponašanja potrošača, fokusirajući se na uloge pouzdanosti,
povjerenja i namjere kupnje. Uloga pouzdanosti, kao što su njihova atraktivnost, stručnost i vjerodostojnost, smatra se presudnim
za uspjeh jer direktno utječe na percepciju potrošača i njihovu sklonost prema kupnji proizvoda. Uloga povjerenja naglašava važnost autentičnosti i dosljednosti poruka kako bi publika vjerovala utjecajnoj osobi ili marki. U digitalnom dobu, potrošači su sve kritičniji, pa je povjerenje ključ za održavanje pozitivne percepcije. Konačno, namjera kupnje je ključna varijabla, a preporuke
virtualnih utjecajnih osoba posebno povećavaju šanse za kupnju.
Empirijski dio rada usmjeren je na istraživanje uloge virtualnih utjecajnih osoba na odluke o kupnji. Jednokratno empirijsko istraživanje provedeno putem anketnog upitnika na uzorku od 111 ispitanika, pokazalo je da ispitanici percipiraju stvarne utjecajne osobe kao vjerodostojnije, stručnije i pouzdanije. Također, rezultati sugeriraju da je namjera kupnje proizvoda koje promoviraju stvarne utjecajne osobe značajno veća u usporedbi s proizvodima koje preporučuju virtualne utjecajne osobe.

Abstract (english)

Master thesis explores the role of virtual influencers in marketing and their impact on purchasing decisions. The theoretical section describes the key aspects of consumer behavior, focusing on the roles of reliability, trust, and purchase intention. The role of reliability, such as their attractiveness, expertise, and credibility, is considered crucial for the success as it directly influences consumer perception and their inclination to purchase products. The role of trust emphasizes the importance of authenticity and message consistency for the audience to trust the influencer or brand. In the digital age, consumers are becoming increasingly critical, making trust key to maintaining a positive perception. Finally, purchase intention is a crucial variable, and the recommendations of virtual influencers particularly increase the likelihood of purchase. The empirical section focuses on examining the role of virtual influencers and their effect on purchasing decisions. A cross-sectional empirical study conducted through a survey questionnaire with a sample of 111 respondents, revealed that respondents perceive real influencers as more credible, expert, and reliable. The results also suggest that the purchase intention for products promoted by real influencers is significantly higher compared to those recommended by virtual influencers.

• Keywords: marketing utjecajnih osoba; odluke o kupnji; ponašanje potrošača; digitalni marketing; povjerenje; pouzdanost; vjerodostojnost; stručnost; društveni mediji
• Keywords (english): influencer marketing; purchase decisions; consumer behavior; digital marketing; trust; reliability; credibility; expertise; social media
• Language: croatian
• URN:NBN: urn:nbn:hr:148:027902
• 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: 2024-10-22 16:57:26