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master's thesis
Uloga strategije korištenja utjecajnih osoba (influencera) na kupovinu proizvoda putem interneta
Diplomski rad
2020. urn:nbn:hr:145:887241
Bušić, Karmen
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Bušić, K. (2020). Uloga strategije korištenja utjecajnih osoba (influencera) na kupovinu proizvoda putem interneta : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:887241

Bušić, Karmen. "Uloga strategije korištenja utjecajnih osoba (influencera) na kupovinu proizvoda putem interneta : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:887241

Bušić, Karmen. "Uloga strategije korištenja utjecajnih osoba (influencera) na kupovinu proizvoda putem interneta : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:887241

Bušić, K. (2020). 'Uloga strategije korištenja utjecajnih osoba (influencera) na kupovinu proizvoda putem interneta : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 13 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:887241

Bušić K. Uloga strategije korištenja utjecajnih osoba (influencera) na kupovinu proizvoda putem interneta : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2024 April 13] Available at: https://urn.nsk.hr/urn:nbn:hr:145:887241

K. Bušić, "Uloga strategije korištenja utjecajnih osoba (influencera) na kupovinu proizvoda putem interneta : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:145:887241

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Metadata
TitleUloga strategije korištenja utjecajnih osoba (influencera) na kupovinu proizvoda putem interneta : Diplomski rad
Title (english)The role of the strategy of using influential people (influencers) to purchase produces online : Graduate paper
AuthorKarmen Bušić
MentorIvan Kelić (mentor)
Committee memberDrago Ružić (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2020-07-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Influence marketing tj. marketing utjecaja fokusira se na iskorištavanje utjecajnih pojedinaca na potencijalne kupce i usmjerava marketinške aktivnosti na njih kako bi oni prenijeli poruku nekog branda na šire ciljno tržište. Influencer marketing se integrira u živote influencera s kojima se potrošači mogu poistovjetiti, koji su im inspiracija što čini proizvode koji influenceri predstavljaju bliže potrošačima, mogu se lakše poistovjetiti i imati bolju predodžbu o samom proizvodu. Influenceri su prisutni na društvenim mrežama, koje omogućuju lakše targetiranje ciljne publike, prenošenje poruke na kreativne i autentične načine kroz tekstualni, slikovni ili video sadržaj i omogućuje povratne informacije influencera sa njihovim pratiteljima koji mogu biti od značaja brandu koji ih je angažirao. Cilj korištenja influence marketinga je povećati prodaju proizvoda, povezati brand sa influencerom koji ga predstavlja, povećati osviještenost o brandu i imati što veći povrat na uloženo. Društvene mreže utječu na proces kupovine proizvoda putem interneta jer 75% korisnika društvenih mreža vjeruje mišljenjima koja su vidjeli na društvenim mrežama te imaju 4 puta veću vjerojatnost da će nešto kupiti preko interneta. Influence marketing poprima sve veći utjecaj na društvenim mrežama i postalo ga je nemoguće izbjeći, bitno je da on bude usmjeren prema korisnicima na pravilan način kako bi ostvario što veći uspjeh.
Abstract (english)
Influence marketing focuses on exploiting influential individuals to potential customers and directs marketing activities to them so that they can convey the message of a brand to a wider target market. Influencer marketing integrates into the lives of influencers with whom consumers can identify, who are their inspiration, which makes products that influencers present closer to consumers, easier to identify and have a better idea of the product itself. Influencers are present on social networks, which make it easier to target the target audience, convey the message in creative and authentic ways through text, image or video content and provide feedback to influencers with their followers who may be relevant to the brand that hired them. The goal of using influence marketing is to increase product sales, connect the brand with the influencer who represents it, increase brand awareness and have the highest possible return on investment. Social networks influence the process of buying products online because 75% of social network users believe the opinions they have seen on social networks and are 4 times more likely to buy something online. Influence marketing is gaining more and more influence on social networks and it has become impossible to avoid it, it is important that it is directed towards users in the right way in order to achieve greater success.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:887241
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-01-11 08:38:41