Analiza utjecaja influencera na stavove i kupovno ponašanje potrošača u modnoj industriji

undergraduate thesis

• Title (english): Analysis of the influence of influencer on consumers attitude and buying behavior in the fashion industry
• Author: Tena Varga
• Mentor: Irena Pandža Bajs (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2020-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

SAŽETAK
Influencer se definira kao osoba koja putem društvenih mreža utječe na mišljenje drugih
ljudi. Postoje različite vrste influencera te se oni posebno razlikuju prema temi kojoj
komuniciraju te prema alatu koji koriste za komunikaciju. Influenceri putem svoje snažne
mreže pratitelja mogu pokrenuti trend ili čak promijeniti stav ili mišljenje o marki.
Preporukama influencera pratitelji, posebno oni mlađi, vjeruju kao da su iste došle od bliskih
osoba. Unatoč tome što stavovi predstavljaju jednu od najtvrđih kategorija u ponašanju
potrošača izgleda da influencerima dosta dobro ide u oblikovanju istih. Oni putem svojih
video i foto blogova mijenjaju način na koji se brend percipira i pozicionira. Na ponašanje u
kupnji utječe velik broj čimbenika, a sam proces uključuje 5 koraka. Jedan do tih koraka je
traženje informacija, te je to zapravo onaj korak gdje influenceri imaju najviše utjecaja.
Kako bi se ocijenio utjecaj influencera na stavove i kupovno ponašanje u modnoj industriji
napravljeno je istraživanje. U strukturi ispitanika prevladavaju žene (97%) u dobi od 16 do 25
godina (84%). Istraživanje pokazuje da korisnici provode u najvećem dijelu 1 do 3 sata na
društvenoj mreži Instagram. Dobar dio njih provodi i više od 3 sata. Prema broju objava i
praćenju Influencera može se zaključiti da se radi o aktivnim korisnicima Instagram profila.
Influencere prate radi modnog izričaja, ali radi i drugih stvari. Iako osobno nemaju izraženo
ni pozitivno ni negativno mišljenje dali influenceri utječu na njihovu osobnu kupovinu,
utjecaj se ne može zanemariti jer s druge strane smatraju da influenceri utječu na druge
potrošače i na njihovu kupovinu. Dobar dio ispitanika je zahvaljujući influencerima zavolio
neke modne brendove te smatraju da su proizvodi koji objavljuju influenceri dobre kvalitete.
Veći dio ispitanika je razmišljao o kupovini nakon savjeta influencera, a jedan dio se čak i
odlučio za kupovinu. Prema navedenom može se zaključiti da influenceri utječu na stavove te
ponašanje u kupovini.

Abstract (english)

SUMMARY
An influencer is defined as a person who influences other people’s opinions through social
media. There are different types of influencers and they differ especially according to the
topic they communicate with and the tool they use to communicate. Influencers through their
strong network of followers can initiate a trend or even change an attitude or opinion about a
brand. The influencers' recommendations, especially the younger ones, are believed to have
come from close people. Despite the fact that attitudes are one of the toughest categories in
consumer behavior, influencers seem to be doing quite well in shaping them. Through their
video and photo blogs, they change the way the brand is perceived and positioned.
Purchasing behavior is influenced by a number of factors, and the process itself involves 5
steps. One of these steps is to seek information, and it is actually the step where influencers
have the most influence.
To assess the influence of influencers on attitudes and buying behavior in the fashion
industry, a study was conducted. The structure of respondents is dominated by women (97%)
aged 16 to 25 years (84%). Research shows that users spend most of 1 to 3 hours on the
social network Instagram. A good part of them also spend more than 3 hours. According to
the number of posts and monitoring of Influencer, it can be concluded that they are active
users of Instagram profiles. Influencers are followed for fashion expression, but also for other
things. Although they personally have neither a positive nor a negative opinion on whether
influencers influence their personal purchases, the impact cannot be ignored because on the
other hand they believe that influencers influence other consumers and their purchases.
Thanks to influencers, a good part of the respondents liked some fashion brands and think
that the products published by influencers are of good quality. Most of the respondents
thought about buying after the advice of influencers, and one part even decided to buy.
According to the above, it can be concluded that influencers influence attitudes and behavior
in shopping.

• Keywords: Influencer; modni influencer; istraživanje influencera; istraživanje utjecaja influencera
• Keywords (english): influence; influencer; analysis of influencer; fashion influencer
• Language: croatian
• URN:NBN: urn:nbn:hr:148:569223
• Study programme: Title: Business Economics; specializations in: Trade Business Operations, Tourism Business Operations, Accounting and Finances, Business Secretary; Course: Trade Business Operations; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-29 08:55:22