Uloga utjecajnih osoba prilikom kupovine kućanskih uređaja

master's thesis

• Title (english): The role of influencers in consumer decision making when purchasing household appliances
• Author: Niko Lučić
• Mentor: Ivan Strugar (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-07-07, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Sve veća popularnost koju posjeduju utjecajne osobe potiče na niz istraživanja uloge utjecajnih osoba. Posebno se u tim istraživanjima želi vidjeti kako utjecajne osobe utječu na kupovne navike potrošača. Razvoj društvenih mreža rezultirao razvojem novih oblika oglašavanja u marketingu, jedan od njih je utjecajni marketing. Zahvaljujući svojim sposobnostima, znanjima ili karakteru, utjecajne osobe utječu na stavove i odluke potrošača. Temeljni cilj ovog diplomskog rada je utvrditi ulogu utjecajnih osoba na potrošače prilikom donošenja odluke o kupovini kućanskih uređaja. Podaci primarnog istraživanja prikupljeni su provođenjem anketnog upitnika. Nakon provedenog anketnog istraživanja o ulozi utjecajnih osoba prilikom kupovine kućanskih uređaja, iz rezultata provedenog istraživanja je vidljivo da sudionici većinom smatraju da utjecajne osobe nemaju veliku ulogu u procesu kupnje kućanskih uređaja. Svakako pri zaključivanju potrebno je uzeti u obzir premali uzorak ispitanika te da se rezultati mogu promatrati samo kao indikativni. Postoji mogućnost da istraživanja provedena na reprezentativnom, tj. većem uzorku mogu dati potpuno drugačije rezultate.

Abstract (english)

The increasing popularity of influencers is prompting a number of studies on the role of influencers. In particular, these studies want to see how influential people influence the buying habits of consumers. The development of social networks resulted in the development of new forms of advertising in marketing, one of them is influencer marketing. Thanks to their abilities, knowledge or character, influential people influence the attitudes and decisions of consumers. The main goal of this thesis is to determine the role of influential people on consumers when making a decision on purchasing household appliances. Primary research data were collected by conducting a survey questionnaire. After conducting a survey on the role of influential people when buying household appliances, it is evident from the results of the conducted research that the majority of participants believe that influential people do not have a big role in the process of buying household appliances. Certainly, when concluding, it is necessary to take into account the too small sample of respondents and that the results can only be viewed as indicative. There is a possibility that research conducted on a representative, i.e. larger, sample may give completely different results.

• Keywords: utjecajne osobe; utjecajni marketing; ponašanje potrošača; društvene mreže
• Keywords (english): influencers; influencer marketing; consumer behaviour; social networks
• Language: croatian
• URN:NBN: urn:nbn:hr:148:171095
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-07-13 08:09:26