Digitalni marketing i influencer marketing u turizmu

undergraduate thesis

• Title (english): Digital marketing and influencer marketing in tourism
• Author: Laura Boros
• Mentor: Josip Mikulić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2022-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Digitalni marketing je svuda oko nas te se svakodnevno razvija kako dolazi do napretka tehnologije. Danas se većina poslovanja odvija online putem, a digitalni marketing zapravo predstavlja marketing koji koristi digitalne komunikacijske kanale i znanje komuniciranja s potrošačima kako bi osvojio ciljano tržište potencijalnih kupaca. Razvojem digitalnog marketinga došlo je i do razvoja influencer marketinga. Influenceri su osobe koje imaju određeni utjecaj na one koji ih prate te se brendovi i različita poduzeća odlučuju angažirati influencere kako bi oni predstavili njihove proizvode i usluge. Ovim radom se želi ukazati na to da svatko tko se bavi ili želi baviti određenim oblikom poduzetništva ima mogućnost biti vidljiv na tržištu kroz digitalni marketing s obzirom da pruža puno veće mogućnosti uz manje novca od tradicionalnih načina oglašavanja. Kroz pet cjelina rada ukazat će se na sve ono što digitalni marketing jest, koji mu je cilj, prednosti i nedostatci korištenja istoga, kako se dijeli te koje sve društvene mreže poznajemo, a zatim kako marketing funkcionira putem istih. Isto tako tko su uopće influenceri, kako postajemo influencerom i što je to što karakterizira jednog influencera, na području turizma.

Abstract (english)

Digital marketing is all around us and is evolving every day as technology advances. Today, most of the business takes place online, and digital marketing actually represents marketing that uses digital communication channels and the knowledge to communicate with consumers to win the target market for potential customers. With the development of digital marketing, there has also been a development of influencer marketing. Influencers are people who have some influence over those who follow them, and brands and different companies decide to hire influencers to showcase their products and services. This paper aims to point out that anyone who is engaged in or wants to engage in a certain form of entrepreneurship has the opportunity to be visible on the market through digital marketing, since it provides much greater opportunities with less money than traditional ways of advertising. Through the five units of the work, everything that digital marketing is, what is its goal, advantages and disadvantages of using it, how it is shared and what social networks we know will be pointed out, and then how marketing works through them. Like who influencers are at all, how we become an influencer and what it is that characterizes one influencer, in the field of tourism.

• Keywords: Digitalni marketing; influencer marketing; influenceri; turizam
• Language: croatian
• URN:NBN: urn:nbn:hr:148:536345
• Study programme: Title: Business Economics; specializations in: Trade Business Operations, Tourism Business Operations, Accounting and Finances, Business Secretary; Course: Tourism 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: Access restricted to students and staff of home institution
• Created on: 2022-09-26 17:50:01