Percepcija učinkovitosti sponzoriranih objava utjecajnih pojedinaca na društvenim medijima

master's thesis

• Title (english): Effectiveness perception of influencers' sponsored posts on social media
• Author: Marta Parat
• Mentor: Vatroslav Škare (mentor)
• Committee member: Morana Fudurić (predsjednik 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: 2019-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U radu se iznose teorijska saznanja iz područja digitalnog marketinga, s fokusom na korištenju utjecajnih pojedinaca prilikom marketinške komunikacije upućene korisnicima društvenih medija. Također, rad donosi prikaz dosadašnjih saznanja o temi na temelju znanstvene i stručne literature, uz provedeno istraživanje percepcije učinkovitosti sponzoriranih objava na tri fokus skupine. Sponzorirane objave su jedan od oblika marketinške komunikacije u digitalnom okruženju te se nadopunjuju s ostalim oblicima poput oglašavanja slikovnim ili video oglasima, optimizacijom za internetske tražilice, oglašavanjem prirodnim oglasima te tradicionalnim oglašavanjem. Komunikacija putem sponzoriranih objava predstavlja novi kanal promicanja željene poruke do ciljane skupine potrošača, uz korištenje posrednika - utjecajnih osoba. Istraživanjem se nastojala utvrditi percepcija učinkovitosti i vrijednosti takve komunikacije od strane potrošača. Glavni ciljevi istraživanja su bili određivanje razine korištenja društvenih medija od strane ispitanika, određivanje razine svijesti o načinu komunikacije kroz sponzorirane objave, te određivanje percepcije o efikasnosti takvih objava prilikom donošenja kupovnih odluka. Saznanja dobivena navedenim istraživanjem pokazuju izraženo nepovjerenje u kredibilitet proizvoda komuniciranih kroz sponzorirane objave, no vrlo dobru učinkovitost kada se radi o upoznatosti s markom. Na društvenim medijima i poduzećima ostaje stalna izmjena načina komunikacije kako bi pridobili povjerenje i pažnju ciljane skupine potrošača.

Abstract (english)

This thesis presents theoretical knowledge in the field of digital marketing, with focus on influencer usage in marketing communication with social media users. Also, thesis presents current findings about the topic based on scientific and professional literature, and conducted research on perception of efficiency of sponsored content on three focus groups. Sponsored posts are a mean of marketing communication in digital environment and can be complemented with other forms like picture or video advertising, search engine optimization, native advertising and traditional advertising. Communication using sponsored posts represents a new channel of transferring the message to target audience, using middleman - influencers. Research aimed to determine consumers’ perception and value of communication of that sort. Main goals were to determine examinees’ usage level of social media, determining level of consciousness about communication through sponsored posts and determining perception of efficiency of such posts while making purchasing decisions. Research results are showing increased lack of trust in credibility of products communicated through sponsored posts, but good efficiency when it comes to brand familiarity. It remains companies’ and social medias’ task to constantly alter the ways to communicate in order to earn trust and attention from targeted audience.

• Keywords: Sponzorirane objave; utjecajni pojedinci; društvene mreže
• Keywords (english): Sponsored posts; influencers; social media
• Language: croatian
• URN:NBN: urn:nbn:hr:148:070974
• Study programme: Title: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics; Course: Marketing; Study programme type: university; Study level: graduate; Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-09-19 18:14:34