ULOGA UTJECAJNIH OSOBA U MARKETINGU NA DRUŠTVENIM MREŽAMA

master's thesis

• Title (english): THE ROLE OF INFLUENCERS IN MARKETING ON SOCIAL MEDIA
• Author: Ana Japundžić
• Mentor: Mirko Palić (mentor)
• Committee member: Mirko Palić (predsjednik povjerenstva)
• Committee member: Marija Tomašević-Lišanin (član povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Diplomski rad iznosi teorijska saznanja o ulozi utjecajnih osoba u marketingu na društvenim
mrežama. Na temelju znanstvene i stručne literature, prikazane su dosadašnje spoznaje o
marketingu putem utjecajnih osoba te je provedeno istraživanje mišljenja stručnjaka. Uloga
utjecajnih osoba u marketingu na društvenim mrežama najčešće se veže za prodajne ciljeve i
izgradnju marke. Na društvenim mrežama potrošači često iskazuju svoje mišljenje o određenim
proizvodima i uslugama te marketinški stručnjaci kroz utjecajne osobe nastoje izgraditi marku
koja daje vrijednost njihovim proizvodima te ih prezentira u željenom izdanju. Kako bi se
izgradila marka proizvoda na željeni način, vlasnici proizvoda traže one utjecajne osobe koje
su kroz vlastitu promociju razvile svoju marku koja privlači ciljano tržište takvih proizvoda.
Utjecajne osobe, koje vlastitom promocijom stvaraju zajednicu pratitelja, mogu imati velike
koristi od te zajednice jer imaju mogućnost velikog dosega tržišta gdje je razvijena određena
razina povjerenja i interesa. Kako bi se izgradila baza pratitelja, utjecajne osobe izgrađuju svoju
vlastitu marku kroz razne kanale od kojih su najznačajnije društvene mreže. Marketinški
stručnjaci koriste društvene mreže poput Instagram-a, Facebook-a i YouTube-a kao platformu
za promociju vlastite marke ili proizvoda putem utjecajnih osoba. Korištenje utjecajnih osoba
ima niz prednosti u odnosu na tradicionalne marketinške aktivnosti, a najznačajnije se temelja
na tome da su korisnici skloni u puno većoj mjeri učiniti ono što se od njih traži ako takva
poruka dolazi od izvora kojem vjeruju i s kojim imaju izgrađen određeni odnos. Prednosti
suradnje s utjecajnim osobama vidljive su i iz istraživanja koje je pokazalo kako je marketing
putem utjecajnih osoba generalno učinkovit te se kroz daljnje vrijeme očekuju veća ulaganja i
rast popularnosti ovog oblika marketinga. Taj zaključak je donesen iz činjenice da većina
ispitanika planira nastaviti s ulaganjem u marketing putem utjecajnih osoba, dok značajan dio
nastoji povećati razinu ulaganja. Rezultati kod ovog oblika marketinga se najčešće mjere kroz
promatranje reakcija publike, što može uključivati broj oznaka „sviđa mi se“, broj komentara
ili broj dijeljenja sadržaja s ostalim korisnicima. Najveći problem predstavlja mjerenje
prodajnih rezultata i računanje povrata na ulaganje, budući da je vrlo teško odrediti koja
utjecajna osoba je zaslužna za određeni udio prodaje.

Abstract (english)

This paper presents the theoretical knowledge about the role of influencers in marketing on
social media. Based on the scientific and professional literature, current findings on influencer
marketing have been presented and research of expert opinions has been conducted. The role
of influencers in social media marketing is most often linked to sales goals and brand building.
On social networks, consumers often express their opinions about particular products and
services, so marketers try to build their brand through influencers in a way that it improves
their brand image and presents it in a desired way. In order to build a brand in the desired way,
product owners seek out those influencers who, through their own promotion, have developed
their brand in a way that it attracts the target market for such products. Influencers who create
a community of their followers by self promotion, can greatly benefit from that community
because they have the potential to reach a large market where a certain level of trust and interest
is developed. In order to build a companion base, influencers build their own brand through
various channels, the most important of which are social networks. Marketers use social
networks like Instagram, Facebook, and YouTube as a platform to promote their own brand or
product through influencers. The use of influencers has a number of advantages over traditional
marketing activities, the most significant being that users are more inclined to do what they are
asked to do if such a message comes from a source they trust and with whom they have a
relationship. The benefits of collaborating with influencers are also evident from research that
has shown that influencer marketing is generally effective, and that in the future, more
investment and the popularity of this form of marketing is expected. This conclusion was drawn
from the fact that most respondents plan to continue investing in marketing through influencers,
while a significant proportion seek to increase their level of investment. The results of this form
of marketing are most often measured by the level of audience reactions, which may include
the number of likes, comments, or content sharing with other users. The biggest problem is
measuring sales results and determining the return on investment, since it is very difficult to
determine which influencer is responsible for a certain share of sales.

• Keywords: marketing putem utjecajnih osoba; društvene mreže; utjecajne osobe
• Keywords (english): influencer marketing; social networks; influencers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:694526
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-09-26 16:50:07