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master's thesis
Utjecaj influenser marketinga u digitalnom dobu
2023. urn:nbn:hr:262:805949
Paradžik, Leonarda
University of Slavonski Brod
Department of Social Sciences and Humanities

Cite this document

Paradžik, L. (2023). Utjecaj influenser marketinga u digitalnom dobu (Master's thesis). Slavonski Brod: University of Slavonski Brod. Retrieved from https://urn.nsk.hr/urn:nbn:hr:262:805949

Paradžik, Leonarda. "Utjecaj influenser marketinga u digitalnom dobu." Master's thesis, University of Slavonski Brod, 2023. https://urn.nsk.hr/urn:nbn:hr:262:805949

Paradžik, Leonarda. "Utjecaj influenser marketinga u digitalnom dobu." Master's thesis, University of Slavonski Brod, 2023. https://urn.nsk.hr/urn:nbn:hr:262:805949

Paradžik, L. (2023). 'Utjecaj influenser marketinga u digitalnom dobu', Master's thesis, University of Slavonski Brod, accessed 20 November 2024, https://urn.nsk.hr/urn:nbn:hr:262:805949

Paradžik L. Utjecaj influenser marketinga u digitalnom dobu [Master's thesis]. Slavonski Brod: University of Slavonski Brod; 2023 [cited 2024 November 20] Available at: https://urn.nsk.hr/urn:nbn:hr:262:805949

L. Paradžik, "Utjecaj influenser marketinga u digitalnom dobu", Master's thesis, University of Slavonski Brod, Slavonski Brod, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:262:805949

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Metadata
TitleUtjecaj influenser marketinga u digitalnom dobu
AuthorLeonarda Paradžik
MentorAndreja Katolik Kovačević (mentor)
Committee memberIvona Blažević Dević (predsjednik povjerenstva)
Committee memberMirko Cobović (član povjerenstva)
Committee memberAndreja Katolik Kovačević (član povjerenstva)
GranterUniversity of Slavonski Brod
(Department of Social Sciences and Humanities)
Slavonski Brod
Defense date and country2023-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
U današnjem digitalnom dobu, influence marketing je postao dominantna sila u oglašavanju. Ovaj diplomski rad analizira njegovu evoluciju, strategije, utjecaj i etička razmatranja. Pratimo njegov put od tradicionalnih potpora slavnih do suvremenih kampanja vođenih influencerima. Nadalje, istražuju se različite vrste influencera koji su se pojavili na različitim platformama društvenih medija, uključujući makro-influencere i mikro-influencere razjašnjavajući njihove uloge i učinkovitost u različitim marketinškim scenarijima, te kako njihova autentičnost, vjerodostojnost i povezanost oblikuju povjerenje potrošača i namjere kupnje. Također se raspravlja o etičkim i regulatornim pitanjima, s naglaskom na transparentnost i otkrivanje podataka. Zaključno, ovo istraživanje naglašava značajan utjecaj influence marketinga i služi kao vrijedan resurs za marketinške stručnjake, akademike i tvrtke u digitalnoj eri.
Abstract (english)
In today's digital age, influencer marketing has become a dominant force in advertising. This thesis analyzes its evolution, strategies, impact, and ethical considerations. We trace its journey from traditional celebrity endorsements to contemporary influencer-led campaigns. Furthermore, we explore different types of influencers that have emerged on various social media platforms, including macro-influencers and micro-influencers, elucidating their roles and effectiveness in different marketing scenarios, and how their authenticity, credibility, and relatability shape consumer trust and purchase intentions. Ethical and regulatory issues are also discussed, with an emphasis on transparency and disclosure. In conclusion, this research highlights the significant impact of influencer marketing and serves as a valuable resource for marketing professionals, academics, and businesses in the digital era.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:262:805949
Study programmeTitle: Professional graduate study program in Management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-09-28 08:44:08