Influencer marketing on social media

undergraduate thesis

• Title (croatian): Marketing influensera na društvenim mrežama
• Author: Ana Marija Tuđman
• Mentor: Mirko Palić (mentor)
• Committee member: Mirko Palić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

This paper deals with influencer marketing on social media. This relatively new concept of marketing is growing rapidly and in just few years has reached market size of 14 billion dollars. Social media, in its young history, have transformed from platforms for communications and connecting with people to big marketing tool for many companies and brands. Today more than half of world population use social media which gives enormous market of potential customers for many companies. Influencer marketing represents collaborations with people who have the power of influence on social media for promoting the product or brand. Influencer is a person that has the power to affect the purchasing decisions of others because of his or her knowledge, position, authority, or because of the relationship with his or her audience. Influencers may differ according to number of followers or expertise but what makes them so successful is a word of mouth marketing that is based on trust and respect that affects on customers decision making. This paper will present Airbnb as example of good and PepsiCo as an example of bad influencer marketing strategy.

Abstract (croatian)

Ovaj rad bavi se marketingom influensera na društvenim mrežama. Ovaj relativno novi koncept marketinga ubrzano raste i u samo nekoliko godina dosegao je veličinu tržišta od 14 milijardi dolara. Društvene mreže su se u svojoj mladoj povijesti od platformi za komunikaciju i povezivanje s ljudima pretvorile u značajan marketinški alat za mnoge tvrtke i brendove. Danas više od polovice svjetskog stanovništva koristi društvene mreže što mnogim tvrtkama daje ogromno tržište potencijalnih kupaca. Marketing influensera predstavlja suradnju s ljudima koji imaju moć utjecaja na društvenim mrežama za promociju proizvoda ili brendova. Influenser je osoba koja ima moć utjecaja na odluke drugih o kupnji zbog svojeg znanja, položaja, autoriteta ili zbog odnosa sa svojom publikom. Influenseri se mogu razlikovati prema broju pratitelja ili stručnosti, ali ono što ih čini toliko uspješnima je marketing usmenom predajom koji se temelji na povjerenju i poštovanju koje utječe na donošenje odluka kupaca. U ovom će radu Airbnb biti predstavljen kao primjer dobre, a PepsiCo kao primjer loše marketinške strategije influensera.

• Keywords: influencer marketing; social media; influencers
• Keywords (croatian): marketing influensera; društvene mreže; influenseri
• Language: english
• URN:NBN: urn:nbn:hr:148:961654
• Study programme: Title: Business Economics in English; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-10-05 12:06:10