Istraživanje uloge percepcije utjecajnih osoba na razinu preporuke i praćenja krajnjih korisnika na društvenim medijima u Hrvatskoj

graduate thesis

• Title (english): Research of the role of perception of influential persons on the level of recommendation and following of end-users on social media in Croatia
• Author: Ivana Lukanović
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-06-01, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Društveni mediji su olakšali distribuciju vlastitog sadržaja, jeftinija su opcija oglašavanja te imaju bolju interakciju s korisnicima. Popularnost društvenih medija se iz godine u godinu brzo mijenja, odnosno sve više raste. Društvene medije više ne koriste samo mladi kao razbibrigu već imaju veliku ulogu i u poslovanju poduzeća, što je uvelike utjecalo i na promjene u marketingu. Poduzeća koriste društvene medije kako bi promovirali svoje proizvode, privukli nove potencijalne kupce, povećali tržišni doseg, smanjili marketinške troškove te razvili brend. Upravo u svemu navedenome, poduzećima pomažu utjecajne osobe koje svojim stavovima i ponašanjem utječu na stavove krajnjih korisnika. Krajnji korisnici društvenih medija prate, lajkaju te preporučuju drugima ono što utjecajne osobe objavljuju na svojim profilima. Upravo provedeno istraživanje potvrđuje da krajnji korisnici društvenih medija vjeruju da stavovi i ponašanje utjecajnih osoba ima veliki utjecaj na njihove stavove. Tvrdnja da vjeruju da utjecajna osoba iz područja mode na društvenim medijima može utjecati na stavove o modi krajnjeg korisnika se najveći broj ispitanika, njih 145 ispitanika složilo. Također se veliki broj ispitanika slaže da će preporučiti drugima ono što objavljuju utjecajne osobe na profilima društvenih medija, a da bi preporučili drugima, iznimno je važno da su utjecajne osobe iskrene, uvjerljive te im je važan i osjećaj sličnosti koji imaju s tom utjecajnom osobom.

Abstract (english)

Social media have made it easier to distribute content, are cheaper advertising options, and have better interaction with users. The popularity of social media changes rapidly from year to year. Social media are no longer used only by young people for enjoyment but also play a major role in the business of companies, which has greatly influenced changes in marketing. Businesses use social media to promote their products, attract new potential customers, increase market reach, reduce marketing costs, and develop a brand. In all of the above, companies are helped by influential people who, with their attitudes and behavior, influence the attitudes of end users. End users of social media talk, like, and recommend to others what influencers post on their profiles. The research just conducted confirms that the end users of social media believe that the attitudes and behavior of influential people have a great influence on their attitudes. The largest number of respondents, 145 of them, claim that they believe that the influence of people from the field of fashion in social media can influence the attitudes of the end user about fashion. Also, a large number of respondents want to recommend to others what influential people publish on social media profiles, and to recommend to others, it is extremely important that influential people are honest and believable, and the feeling of similarity they have with that influential person is also important to them.

• Keywords: društveni mediji; utjecajne osobe; krajnji korisnici; preporuka krajnjih korisnika; uloga percepcije
• Keywords (english): social media; influencers; social media users; user recommendation; the role of perception
• Language: croatian
• URN:NBN: urn:nbn:hr:148:969102
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-06-03 13:11:23