Percepcija marketinških stručnjaka o ulozi utjecatelja u digitalnom marketingu

master's thesis

• Title (english): Perception of marketing professionals about the role of influencers in digital marketing
• Author: Martina Stanić
• Mentor: Vatroslav Škare (mentor)
• Committee member: Morana Fudurić (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Pojava društvenih mreža rezultirala je povezivanjem potrošača na novoj razini što je dovelo do razmjene velikog broja informacija o proizvodima i uslugama. Kreiranjem sadržaja i interakcijom na dnevnoj razini istaknule su se nove vođe mišljenja, utjecatelji. Utjecatelji se smatraju referentnim izvorom zbog njihovog spontanog djelovanja na društvenim mrežama iz čega je vidljiv potencijal njihovog uključivanja u digitalne marketinške komunikacije. Utjecatelji imaju mogućnost prenošenja promotivnih poruka na autentičan način upravo zbog toga što im se u potpunosti daje kreativna sloboda u komunikaciji sadržaja. Istraživanje provedeno nad marketinškim stručnjacima marki i marketinških agencija koje djeluju na Hrvatskom tržištu ukazalo je na izrazitu digitalnu prisutnost marki kao i primjenu utjecatelja u komunikacijske svrhe na digitalnim kanalima. Unatoč primjeni ovakvog načina komunikacije, značajan broj marketinških stručnjaka smatra da se povrat na investiciju još ne može odrediti. Međutim, to ne umanjuje prednosti koje komunikacija promotivnog sadržaja utjecatelja ostvaruje na digitalnim platformama stoga se predviđa pozitivan trend te uključivanje ovih načina komunikacije u dugoročne marketinške aktivnosti marki i organizacija.

Abstract (english)

The emergence of social networks has resulted in connecting consumers on a new level, leading to the exchange of large amounts of information on new products and services. By creating content and interacting on a daily basis new leaders of opinion appeared, influencers. Influencers are considered as a referent source due to their spontaneous actions on social networks, so the potential of their inclusion in marketing communications is evident. Influencers have the ability to upload promotional messages in an authentic way because of the completely creative freedom they have to communicate content. The research which included marketing experts of brands and marketing agencies operating on the Croatian market has highlighted significant digital presence of brands as well as the application of influences in communication purposes. Despite the use of this kind of communication, some marketing experts believe that return on investment can't yet be determined. However, this does not diminish the benefits of influencers communication of the promotional content on digital platforms, therefore, a positive trend is envisaged and so is the inclusion of these modes of communication in the long-term marketing activities of brands and organisations.

• Keywords: Digitalni marketing; društvene mreže; digitalne platforme; utjecatelji; kreiranje sadržaja; interakcija potrošača
• Keywords (english): Digital marketing; social networks; digital platforms; influencers; content creation; customer interaction
• Language: croatian
• URN:NBN: urn:nbn:hr:148:029609
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-09-19 12:54:23