Influencer marketing kao način promoviranja na društvenim mrežama

Perković, Domagoj

master's thesis

Influencer marketing kao način promoviranja na društvenim mrežama

Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. urn:nbn:hr:251:987963

Perković, Domagoj

Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Cite this document

APA 6th Edition

Perković, D. (2024). Influencer marketing kao način promoviranja na društvenim mrežama (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:987963

MLA 8th Edition

Perković, Domagoj. "Influencer marketing kao način promoviranja na društvenim mrežama." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:987963

Chicago 17th Edition

Harvard

Perković, D. (2024). 'Influencer marketing kao način promoviranja na društvenim mrežama', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 22 January 2025, https://urn.nsk.hr/urn:nbn:hr:251:987963

Vancouver

Perković D. Influencer marketing kao način promoviranja na društvenim mrežama [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2025 January 22] Available at: https://urn.nsk.hr/urn:nbn:hr:251:987963

IEEE

D. Perković, "Influencer marketing kao način promoviranja na društvenim mrežama", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:251:987963

Cite this item: https://urn.nsk.hr/urn:nbn:hr:251:987963

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Metadata

Title	Influencer marketing kao način promoviranja na društvenim mrežama
Title (english)	Influencer marketing as a way of promoting on social networks
Author	Domagoj Perković
Mentor	Iva Buljubašić (mentor)
Committee member	Damir Šebo (predsjednik povjerenstva)
Committee member	Iva Buljubašić (član povjerenstva)
Committee member	Marija Šain (član povjerenstva)
Granter	Josip Juraj Strossmayer University of Osijek Academy of Arts and Culture in Osijek Osijek
Defense date and country	2024-09-06, Croatia
Scientific / art field, discipline and subdiscipline	INTERDISCIPLINARY FIELDS OF ART
Abstract	Društvene mreže izmijenile su načine na koji brendovi komuniciraju s vlastitim potrošačima, dovodeći do uspona influencer marketinga kao ključne strategije za promociju proizvoda i usluga putem digitalnih platformi. Ovim se radom istražuje učinkovitost influencer marketinga koji se uspoređuje s tradicionalnim metodama oglašavanja u kontekstu percepcije i vrednovanja povjerenja kod potrošača. S obzirom na značajan porast utjecaja influencera i društvenih mreža u marketinškim strategijama, cilj je rada istražiti kako različite generacijske skupine vrednuju preporuke influencera u odnosu na tradicionalne oglašivačke metode. Provedenim anketnim istraživanjem među pripadnicima Generacije X i Generacije Z otkrivaju se ključne razlike u percepciji influencera i tradicionalnog oglašavanja. Analizom rezultata istraživanja pruža se uvid u način na koji navedene generacijske skupine reagiraju na marketinške pristupe, otkrivajući njihove preferencije i sklonosti. Naglasak je stavljen na značaj prilagodbe marketinških strategija u skladu s ponašanjem i očekivanjima ciljanih skupina, kako bi brendovi mogli oblikovati učinkovitije kampanje koje će bolje odgovarati na izazove i prilike u digitalnom marketinškom okruženju.
Abstract (english)	Social media has changed how brands communicate with their customers, resulting in the emergence of influencer marketing as a key strategy for product and service promotion through digital platforms. This paper examines the efficiency of influencer marketing by comparing it to traditional advertising methods in the context of consumer perception and the evaluation of trust. Given the significant rise in influencer marketing and the use of social media as a key tool in marketing strategies, the paper aims to examine how different generations evaluate influencer recommendations as opposed to traditional advertising methods. A conducted survey questionnaire among members of Generation X and Generation Z reveals key differences in the perception of influencers and traditional advertising. The analysis of the results gives insight into how these generations respond to marketing approaches, revealing their preferences and inclinations. Emphasis is placed on the significance of adjusting marketing strategies according to the behavior and expectations of the target groups so that brands can create more efficient campaigns that better respond to the challenges and opportunities in the digital marketing environment.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:251:987963
Study programme	Title: MA in Management in Culture and Creative Industries (double major) Study programme type: university Study level: graduate Academic / professional title: sveučilišni/a magistar/magistra menadžmenta u kulturi i kreativnim industrijama (sveučilišni/a magistar/magistra menadžmenta u kulturi i kreativnim industrijama)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	Repository of the Academy of Arts and Culture in Osijek
Created on	2024-11-21 15:58:32