Uloga kredibiliteta utjecajnih osoba u izgradnji povjerenja u marke kozmetičkih proizvoda

master's thesis

• Title (english): The role influencers´ credibility in building trust in cosmetic brands
• Author: Valentina Lepušić
• Mentor: Sandra Horvat (mentor)
• Committee member: Morana Fudurić (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Oglašivači zbog sve bržeg razvoja društvenih medija te činjenice da su potrošači u današnje vrijeme suočeni s velikim brojem dostupnih informacija, promotivnih poruka i izvora informacija sve češće počinju koristiti utjecajne osobe odnosno influencere kao način da pridobiju potrošačevu pažnju. Naime, potrošači danas sve manje vjeruju plaćenim oglasima, a jača njihovo povjerenje u preporuku ljudi koji su im “bliski”. Upravo je zbog tog nepovjerenja potrošača prema oglašavanju počela jačati važnost utjecajnih osoba (influencera), koji su razvojem društvenih medija za potrošače postali ljudi od povjerenja. Budući da utjecajne osobe (influenceri) ulijevaju potrošačima povjerenje prema određenoj marki na temelju njihovog kredibiliteta, cilj diplomskog rada je istražiti ulogu obilježja utjecajnih osoba (atraktivnosti, stručnosti i pouzdanosti) u izgradnji povjerenja prema markama kozmetičkih proizvoda na području Republike Hrvatske. U svrhu ispunjenja postavljenog cilja, provedeno je jednokratno empirijsko istraživanje na namjernom uzorku od 104 ispitanika. Osnovni instrument istraživanja bio je strukturirani anketni upitnik u digitalnom formatu kreiran pomoću alata Google Obrasci. Dobivenim rezultatima istraživanja utvrđeno je da su pojedina obilježja utjecajnih osoba (influencera) važna prilikom izgradnje povjerenja potrošača prema određenoj marki kozmetičkog proizvoda. Točnije, utvrđeno je kako je ispitanicima obilježje atraktivnosti utjecajne osobe najvažnije, te kako ono ima važnu ulogu u izgradnji povjerenja prema markama kozmetičkih proizvoda. Dakle, može se reći da kredibilitet utjecajnih osoba (influencera) ima ulogu u izgradnji povjerenja u marku. S druge strane, istraživanje je pokazalo kako je razina povjerenja potrošača u konkretnu marku kozmetičkog proizvoda koju utjecajna osoba (influencer) promovira relativno i dalje niska. Time se ostavlja prostor za moguće daljnje istraživanje na tu temu gdje bi se ustanovilo postoje li i neki drugi faktori osim kredibiliteta utjecajnih osoba koji imaju ulogu u izgradnji povjerenja potrošača prema marki.

Abstract (english)

Due to the increasingly rapid development of social media and the fact that consumers today are faced with a large number of available information, promotional messages and sources of information, advertisers start using influencers as a way to gain the consumer's attention. Today consumers trust paid ads less and less, but their trust in the recommendations of people who are "close" to them is increasing. Because of this distrust of consumers towards advertising the importance of influencers began to strengthen, so they became trusted persons for consumers due to the development of social media. Since influencers increase customers trust towards a certain brand based on their credibility, the main goal of this study is to investigate the role of the characteristics of influencers (attractiveness, expertise and reliability) in building trust in cosmetic product brands in Croatia. In order to fulfill the set goal, a empirical research was conducted on a convenient sample of 104 respondents. The basic research instrument was a structured survey questionnaire in digital format created using the Google Forms tool. Based on the results of the research, it was established that certain characteristics of influencers are important when building consumer trust towards a certain brand of cosmetic product. More precisely, it was determined that the attractiveness of influencer is the most important for the respondents and that it plays an important role in building trust towards a certain brand of cosmetic product. So, it can be said that the credibility of influencers plays a role in building trust in the brand. On the other hand, the research showed that the level of consumer trust in a specific brand of cosmetic product promoted by an influencer is still relatively low. This leaves room for possible further research on the subject, where it would be established that there are some other factors besides the credibility of influential persons that can influence consumer trust in brands.

• Keywords: utjecajne osobe; kredibilitet utjecajnih osoba; uloga kredibiliteta utjecajne osobe u izgradnji povjerenja i marku; povjerenje u marku
• Keywords (english): influencers; influencer credibility; the role influence credibility in building brand trust; brand trust
• Language: croatian
• URN:NBN: urn:nbn:hr:148:990390
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica digitalnog marketinga (stručni/a specijalist/specijalistica digitalnog marketinga)
• Type of resource: Text
• File origin: Reformatted digital
• Access conditions: Open access
• Created on: 2022-09-22 10:41:43