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master's thesis
UTJECAJ INFLUENCER MARKETINGA NA NAMJERU KUPNJE PROIZVODA I USLUGA
2024. urn:nbn:hr:262:248892
Mišić, Tomislav
University of Slavonski Brod
Department of Social Sciences and Humanities

Cite this document

Mišić, T. (2024). UTJECAJ INFLUENCER MARKETINGA NA NAMJERU KUPNJE PROIZVODA I USLUGA (Master's thesis). Slavonski Brod: University of Slavonski Brod. Retrieved from https://urn.nsk.hr/urn:nbn:hr:262:248892

Mišić, Tomislav. "UTJECAJ INFLUENCER MARKETINGA NA NAMJERU KUPNJE PROIZVODA I USLUGA." Master's thesis, University of Slavonski Brod, 2024. https://urn.nsk.hr/urn:nbn:hr:262:248892

Mišić, Tomislav. "UTJECAJ INFLUENCER MARKETINGA NA NAMJERU KUPNJE PROIZVODA I USLUGA." Master's thesis, University of Slavonski Brod, 2024. https://urn.nsk.hr/urn:nbn:hr:262:248892

Mišić, T. (2024). 'UTJECAJ INFLUENCER MARKETINGA NA NAMJERU KUPNJE PROIZVODA I USLUGA', Master's thesis, University of Slavonski Brod, accessed 10 December 2024, https://urn.nsk.hr/urn:nbn:hr:262:248892

Mišić T. UTJECAJ INFLUENCER MARKETINGA NA NAMJERU KUPNJE PROIZVODA I USLUGA [Master's thesis]. Slavonski Brod: University of Slavonski Brod; 2024 [cited 2024 December 10] Available at: https://urn.nsk.hr/urn:nbn:hr:262:248892

T. Mišić, "UTJECAJ INFLUENCER MARKETINGA NA NAMJERU KUPNJE PROIZVODA I USLUGA", Master's thesis, University of Slavonski Brod, Slavonski Brod, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:262:248892

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Metadata
TitleUTJECAJ INFLUENCER MARKETINGA NA NAMJERU KUPNJE PROIZVODA I USLUGA
AuthorTomislav Mišić
MentorAndreja Katolik Kovačević (mentor)
Committee memberIvona Blažević Dević (predsjednik povjerenstva)
Committee memberAndreja Katolik Kovačević (član povjerenstva)
Committee memberMirko Cobović (član povjerenstva)
GranterUniversity of Slavonski Brod
(Department of Social Sciences and Humanities)
Slavonski Brod
Defense date and country2024-07-02, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
U radu se istražuje kako influenceri na društvenim mrežama utječu na namjeru kupnje proizvoda i usluga. U suvremenom marketinškom okružju, influencer marketing postaje ključna komponenta poslovnih strategija, koristeći autoritet i vjerodostojnost influencera za promociju. Različiti teorijski okviri, poput 4R modela i teorije društvenog utjecaja, objašnjavaju prirodu ovog fenomena. Empirijsko istraživanje pokazuje da, iako influenceri imaju određeni utjecaj na neplanirane kupnje, većina ispitanika rijetko prati njihove preporuke. Većina ispitanika su bile žene u dobi između 35 i 44 godine, s fakultetskim obrazovanjem, koje djelomično vjeruju influencerima. Istraživanje također naglašava važnost autentičnosti i iskrenosti u influencer marketingu za izgradnju povjerenja potrošača. Rezultati sugeriraju prilagodbu marketinških strategija demografskim karakteristikama publike jer su spol i dob zavisne varijable o kojima statistički značajno ovisi uspješnost influencer marketinga.
Abstract (english)
The paper investigates how influencers on social networks affect the intention to purchase products and services. In today's marketing environment, influencer marketing is becoming a key component of business strategies, leveraging the authority and credibility of influencers for promotion. Various theoretical frameworks, such as the 4R model and social influence theory, explain the nature of this phenomenon. Empirical research shows that, although influencers have some impact on unplanned purchases, most respondents rarely follow their recommendations. Most respondents were women between the ages of 35 and 44, with a college education, who partially trust influencers. The research also highlights the importance of authenticity and honesty in influencer marketing to build consumer trust. The results suggest adapting marketing strategies to the demographic characteristics of the audience because gender and age are statistically significant dependent variables on which the success of influencer marketing depends.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:262:248892
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 on2024-07-04 07:16:21