Utjecaj novih modela marketinga društvenih mreža na poduzetničke pothvate

master's thesis

• Title (english): New social networks marketing model influence on entreprenurial ventures
• Author: Adriana Jurković
• Mentor: Ivan Strugar (mentor)
• Committee member: Mladen Turuk (član povjerenstva)
• Committee member: Jovana Zoroja (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2020-01-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Marketing influencera je kao predstavnik novog modela marketinga društvenih mreža u nekoliko godina postao jedan od važnijih alata digitalnog marketinga kojima se služe mala i srednja poduzeća u svijetu pa tako i u Hrvatskoj. Cilj ovog rada je analizirati utjecaj marketinga influencera na korisnike te proučiti primjere poduzeća koja su koristila marketing influencera. Na početku rada su proučene vrste marketinga koje koriste mala i srednja poduzeća, zatim je analizirano njihovo poslovanje s tehnološkog aspekta te su detaljno opisani marketing influencera i marketing društvenih mreža. Nakon teorijskog dijela uslijedili su rezultati provedenog empirijskog istraživanja o utjecaju marketinga influencera na kupnju korisnika te su na temelju dobivenih rezultata doneseni zaključci.

Abstract (english)

Influencer marketing, as representative of the new social media marketing model, has become in the last few years one of most important digital marketing tools used by small and medium sized companies in the world, as well as in Croatia. The aim of this thesis is to analyse the influence of marketing influencers on users and to study examples of companies that used marketing influencers. At the beginning of the paper, the types of marketing used by small and medium enterprises were analysed, then their business was analysed from a technological aspect and detailed influencer marketing and marketing of social networks were described in detail. After the theoretical part, the results of the empirical research of influencing customers purchases by using influencer marketing were followed and based on them conclusions were made.

• Keywords: marketing influencera; novi modeli digitalnog marketinga; poduzetnički pothvati
• Keywords (english): influencer marketing; new digital marketing models; entrepreneurial ventures
• Language: croatian
• URN:NBN: urn:nbn:hr:148:884409
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-01-22 12:55:19