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master's thesis
Uloga strategije korištenja utjecajnih osoba (influencera) na kupovinu proizvoda putem interneta
Diplomski rad
2019. urn:nbn:hr:145:873018
Katava, Tina Kristina
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Katava, T. K. (2019). 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:145:873018

Katava, Tina Kristina. "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, 2019. https://urn.nsk.hr/urn:nbn:hr:145:873018

Katava, Tina Kristina. "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, 2019. https://urn.nsk.hr/urn:nbn:hr:145:873018

Katava, T. K. (2019). '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 14 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:873018

Katava TK. 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; 2019 [cited 2024 April 14] Available at: https://urn.nsk.hr/urn:nbn:hr:145:873018

T. K. Katava, "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, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:873018

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Metadata
TitleUloga strategije korištenja utjecajnih osoba (influencera) na kupovinu proizvoda putem interneta : Diplomski rad
Title (english)The strategic role of using influencers for online shopping : Graduate paper
AuthorTina Kristina Katava
MentorIvan Kelić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2019-09-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U diplomskom radu obraditi će se tema utjecaja korištenja utjecajnih osoba u svrhu kupovine putem interneta. Cilj rada je, na temelju iznešenih podataka, primjera i istraživanja, donijeti zaključak o navedenoj temi. U radu se koriste deduktivne metode analize i deskripcije te se definira opći pojam marketinga, upravljanja marketingom, e-marketinga, mobilnog marketinga, mobilnog oglašavanja i ponašanja potrošača. Na primjerima se objašnjava marketing influencera i objašnjavaju vrste influencera. Nadalje, radi se istraživanje kako i na koji način objave influencera dosežu veći doseg i kako korisnici reagiraju na Instagram objave i priče.
Abstract (english)
The final paper will cover the topic of the role of using influencers for the purpose of online shopping. The aim of the paper is to draw a conclusion on the topic based on the presented data, examples and research. The paper uses deductive analysis and descriptive methods and defines the general concept of marketing, marketing management, e-marketing, mobile marketing, mobile advertising and consumer behavior. The paper explains influencer marketing through examples and explains the types of influencers. Furthermore, research is being done on how influencer gain higher reach and how users respond to Instagram posts and stories.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:873018
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originReformatted digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-03-10 12:56:21