Korištenje utjecajnih osoba u marketinškoj komunikaciji na društvenim medijima u kontekstu mladih potrošača

master's thesis

• Title (english): The use of social media influencers for marketing communication in the context of young consumers
• Author: Ivona Herceg
• Mentor: Vatroslav Škare (mentor)
• Committee member: Morana Fudurić (predsjednik povjerenstva)
• Committee member: Ana Tkalac Verčič (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2020-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Društveni mediji čine neizostavan dio današnjih marketinških aktivnosti u ulozi dvosmjerne komunikacije poduzeća te njihove ciljne populacije. Inačica marketinga na društvenim medijima, koja je kao neizostavan dio digitalnog marketinga uzela maha u zadnjih nekoliko godina jest marketing putem utjecajnih osoba. U procesu dostizanja do ciljne populacije, poduzeće koristi sposobnost utjecaja te mogućnost oblikovanja ponašanja potrošača koju imaju utjecajne osobe nad svojim pratiteljima. Ciljna skupina potrošača poduzeća je ujedno i zajednica pratitelja koji gledaju, komentiraju i komuniciraju sa utjecajnom osobom putem njezinog sadržaja na društvenim medijima. Između ostalog, pratitelji se odlučuju se na praćenje određene utjecajne osobe zbog različitih čimbenika. Iz tog se razloga u ovom radu nastoje istražiti razlozi praćenja utjecajnih osoba od strane mladih potrošača te kakvi su stavovi mladih potrošača u korištenju utjecajnih osoba u marketinškoj komunikaciji na društvenim medijima.

Abstract (english)

Social media is an inevitable part of today's marketing activities in the role of two way communication between companies and their target population. The version of social media marketing, which has become an indispensable part of digital marketing in the last few years, is influencer marketing. In the process of reaching the target population, the company uses the ability to influence and the ability to shape consumer behavior that influencers have over their followers. The company's target group of consumers is also the community of followers who watch, comment and communicate with the influencer through his content on social media. Among other things, followers decide to follow a certain influential person due to various factors. In regards to that, this paper seeks to explore the reasons of young consumers to follow influencers and what are their attitudes regarding the use of influencers in marketing communication on social media.

• Keywords: društveni mediji; utjecajne osobe; marketing utjecajnih osoba; stavovi potrošača; marketinška komunikacija; sponzorirani sadržaj
• Keywords (english): social media; social media influencers; influencer marketing; consumer attitudes; marketing communication; sponsored content
• Language: croatian
• URN:NBN: urn:nbn:hr:148:992069
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-28 22:42:18