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master's thesis
Utjecaj influencer marketinga pri donošenju odluke o kupnji
2024. urn:nbn:hr:191:322902
Sokolović, Mia
University of Rijeka
Faculty of Tourism and Hospitality Management

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Sokolović, M. (2024). Utjecaj influencer marketinga pri donošenju odluke o kupnji (Master's thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:322902

Sokolović, Mia. "Utjecaj influencer marketinga pri donošenju odluke o kupnji." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2024. https://urn.nsk.hr/urn:nbn:hr:191:322902

Sokolović, Mia. "Utjecaj influencer marketinga pri donošenju odluke o kupnji." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2024. https://urn.nsk.hr/urn:nbn:hr:191:322902

Sokolović, M. (2024). 'Utjecaj influencer marketinga pri donošenju odluke o kupnji', Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 29 November 2024, https://urn.nsk.hr/urn:nbn:hr:191:322902

Sokolović M. Utjecaj influencer marketinga pri donošenju odluke o kupnji [Master's thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2024 [cited 2024 November 29] Available at: https://urn.nsk.hr/urn:nbn:hr:191:322902

M. Sokolović, "Utjecaj influencer marketinga pri donošenju odluke o kupnji", Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:191:322902

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Metadata
TitleUtjecaj influencer marketinga pri donošenju odluke o kupnji
Title (english)The impact of influencer marketing on purchasing decision
AuthorMia Sokolović
MentorAna Čuić Tanković (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2024-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Influencer marketing predstavlja novu strategiju promocije proizvoda i usluga na društvenim mrežama koja utječe na ponašanje potrošača i njihovo donošenje odluke o kupnji. Kroz suradnju s influencerima brendovi mogu doseći široku i ciljanu publiku, podići svijest o svojim proizvodima i uslugama te ostvariti dublju emocionalnu povezanost sa svojim potrošačima. Utjecaj preporuka influencera sve više raste, što naglašava važnost proučavanja i razumijevanja načina na koji influenceri utječu na svoju publiku te kako brendovi mogu navedeno iskoristiti za uspjeh svog poslovanja. Ovaj rad istražuje utjecaj influencer marketinga pri donošenju odluke o kupnji kako bi se uvidjela isplativost ulaganja u ovu vrstu promocije. Provedeno je primarno istraživanje putem anketnog upitnika na uzorku od 528 ispitanika Republike Hrvatske. Za razliku od prethodnih istraživanja koja su se većinom fokusirala na društvenu mrežu Instagram, ovo istraživanje uključuje i ostale društvene mreže poput Facebooka, TikToka, Youtubea, LinkedIna i brojnih drugih. Dobiveni rezultati ukazuju na to da informativnost, stručnost, pouzdanost, emocionalna povezanost i stav prema influencerima utječu na donošenje odluke pri kupnji. Navedeno ukazuje na važnost i uspješnost influencer marketinga kao promocijskog alata.
Abstract (english)
Influencer marketing represents a new strategy for promoting products and services on social media platforms, significantly impacting customer behavior and purchase decision. Through collaboration with influencers, brands can reach a wide and targeted audience, raise awareness about their products and services and establish deeper emotional connections with their customers. The impact of influencer recommendations is steadily increasing, highlighting the importance of studying and understanding how influencers affect their audience and how brands can leverage this for business success. This paper explores the impact of influencer marketing on purchasing decisions to provide marketing professionals with insights into the profitability of investing in this type of marketing. Primary research was conducted through a questionnaire on a sample of 528 respondents from the Republic of Croatia. Unlike previous research, which mainly focused on Instagram, this study includes other social media platforms such as Facebook, TikTok, YouTube, LinkedIn, and many others. The results indicate that informativeness, expertise, trustworthiness, emotional attachment and attitude towards influencers have an impact on purchase decisions. This indicates the importance and effectiveness of influencer marketing as a promotional tool.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:322902
Study programmeTitle: Marketing in tourism
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 Attribution 4.0 International (CC BY 4.0) icon
Created on2024-09-11 21:08:11