ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST

master's thesis

• Title (english): INFLUENCER MARKETING FACTORS THAT ENCOURAGE FOLLOWERS TO PHYSICAL ACTIVITY
• Author: Antonia Šipić
• Mentor: Morana Fudurić (mentor)
• Committee member: Vatroslav Škare (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: 2021-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Fitness i zdrav način života postali su dio svakodnevice na društvenim medijima, ali i u privatnim životima ljudi što je inspiracija za pisanje ovog rada. Sokolova i Perez (2021) razvili su model istraživanja kako bi analizirali povezanost parasocijalnih veza s utjecajnim osobama, stavova o fitness videima na YouTubeu i namjera gledanja istih sa stavovima o fitnessu i namjerom bavljenja fizičkom aktivnosti. Stoga taj rad predstavlja temelj za istraživanje čimbenika utjecajnih osoba koji potiču pratitelje na fizičku aktivnost. Cilj je bio utvrditi koliko je uspješan marketing utjecajnih osoba u kontekstu poticanja publike i promjene njihovih stavova vezanih uz bavljenje fitnessom. Analiziralo se postoje li razlike među spolovima, generacijama i društvenim medijima Facebook i Instagram te koja je uloga povjerenja u svemu. Sudjelovalo je 570 ispitanika, a rezultati ukazuju na činjenicu da fitness utjecajne osobe svojim objavama na društvenim medijima mogu potaknuti pratitelje na bavljenje fizičkom aktivnosti.

Abstract (english)

Fitness and a healthy lifestyle have become part of everyday life on social media, but also in people's private lives, which is the inspiration for writing this thesis. Sokolova and Perez (2021) developed a research model to analyze the link between parasocial relationships with influencers, attitudes about fitness videos on YouTube, and the intention of the audience with attitudes about fitness and their intent to engage in physical activity. Therefore, this thesis represents the foundation for investigating influencer marketing factors that encourage followers to physical activity. The aim was to determine how successful the influencer marketing is in the context of encouraging audiences and changing their attitudes related to fitness. It was analyzed whether there are differences between the genders, age and social media Facebook and Instagram and what is the role of trust in everything. 570 respondents participated, and the results indicate the fact that fitness influencers can encourage followers with their posts on social media to engage in physical activity.

• Keywords: fitness; fizička aktivnost; utjecajne osobe; marketing utjecajnih osoba; čimbenici marketinga utjecajnih osoba; stavovi; namjere praćenja utjecajnih osoba; namjere bavljenja fizičkom aktivnosti
• Keywords (english): fitness; physical activity; influencers; influencer marketing; influencer marketing factors; attitudes; intentions to monitor influencers; intentions to engage in physical activity
• Language: croatian
• URN:NBN: urn:nbn:hr:148:581952
• 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: 2021-09-30 09:32:48