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master's thesis
Oglašavanje kroz strategiju utjecajnih osoba u mobilnom okruženju
Diplomski rad
2021. urn:nbn:hr:145:966677
Živković, Antonio
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Živković, A. (2021). Oglašavanje kroz strategiju utjecajnih osoba u mobilnom okruženju : 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:145:966677

Živković, Antonio. "Oglašavanje kroz strategiju utjecajnih osoba u mobilnom okruženju : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:966677

Živković, Antonio. "Oglašavanje kroz strategiju utjecajnih osoba u mobilnom okruženju : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:966677

Živković, A. (2021). 'Oglašavanje kroz strategiju utjecajnih osoba u mobilnom okruženju : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 16 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:966677

Živković A. Oglašavanje kroz strategiju utjecajnih osoba u mobilnom okruženju : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2024 April 16] Available at: https://urn.nsk.hr/urn:nbn:hr:145:966677

A. Živković, "Oglašavanje kroz strategiju utjecajnih osoba u mobilnom okruženju : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:966677

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Metadata
TitleOglašavanje kroz strategiju utjecajnih osoba u mobilnom okruženju : Diplomski rad
Title (english)Advertising through the strategy of influential people in a mobile environment : Graduate paper
AuthorAntonio Živković
MentorIvan Kelić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberAntun Biloš (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 country2021-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovome radu će se pobliže objasniti na koje načine utjecajne osobe mogu stupiti u kontakt sa potrošačima, kako uspijevaju promicati marketinšku poruku usmjerenu na potrošača, na koje načine potrošač konzumira poruku, i kakve koristi ima za poslovnog subjekta odluči li se na suradnju s utjecajnim osobama. Korištene su informacije iz sekundarnih izvora te svakako primarni izvor kroz empirijsko istraživanje. Teorijski se razmatraju pojmovi koji se koriste u mobilnom okruženju te sama bitnost mobilnog okruženja kako za poslovnog subjekta tako i za potrošača. Načini na koje korisnici sadržaja na društvenim mrežama doživljavaju utjecajne osobe jest istraženo kroz mjerenje njihovih stavova putem anketnog upitnika. Na uzorku od 81 ispitanika se ispostavlja kako korisnici koji prate utjecajne osobe imaju velika očekivanja što se tiče objave njihovog sadržaja u smislu konzistentnosti i novih ideja. Također se djelomično uspjelo razgranati korisnike prema tipu društvenih mreža koje više koriste s obzirom na osnovne demografske podatke. Naime, pretpostavlja se kako generacija Z ipak više koristi TikTok za razliku od milenijalaca, dok Instagram u velikim količinama koriste obje skupine. Postoji još prostora za istraživanje detaljnije podjele generacijskih skupina te njihovih stavova korištenja platformi društvenih mreža. Informacije će dobro doći svakome tko želi dublje uroniti u segmentaciju korisnika i poslovnim subjektima koji žele znati na što obratiti pozornost pri odabiru utjecajne osobe kao mogućeg poslovnog partnera.
Abstract (english)
This paper will explain how can influencers make contact with their consumers, how they manage to promote marketing message which is directed toward consumer, how does the consumer take the message and what use it has for business entity if he decides to cooperate with influencers. The information used are good part from secondary source of dana but there is of course primary source trough empirical research. Terms that are used in mobile environment are being scrutinized and their importance for business entity as for consumer also. Ways consumers perceive influencers on social networks is presented through questionnaire. On a sample of 81 respondents, results show how respondents have high expectations in means of realising new content on a more consistent level which includes new ideas for making content. Furthermore, the questionnaire managed to show a glimpse of social network usage divided by age. That said, it is assumed how generation Z uses TikTok as a source of entertainment more than millennials, while Instagram is still being use din large numbers by both of these groups fot example. There is still more room for thorough research on generations diversity spreaded through social networks and their habits and attitudes of usage. These information will be of use to anyone who wants dive in deeper into segmentation of consumers on social networks and for business entities who want on what to keep an eye for while lookin for potential influencer as a business partner.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:966677
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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-05-09 12:30:32