ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST

Šipić, Antonia

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master's thesis

ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST

Zagreb: University of Zagreb, Faculty of Economics and Business, 2021. urn:nbn:hr:148:581952

Šipić, Antonia

University of Zagreb
Faculty of Economics and Business
Department of Marketing

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APA 6th Edition

Šipić, A. (2021). ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:581952

MLA 8th Edition

Šipić, Antonia. "ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:581952

Chicago 17th Edition

Harvard

Šipić, A. (2021). 'ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 08 January 2025, https://urn.nsk.hr/urn:nbn:hr:148:581952

Vancouver

Šipić A. ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2021 [cited 2025 January 08] Available at: https://urn.nsk.hr/urn:nbn:hr:148:581952

IEEE

A. Šipić, "ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:148:581952

Cite this item: https://urn.nsk.hr/urn:nbn:hr:148:581952

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Metadata

Title	ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST
Title (english)	INFLUENCER MARKETING FACTORS THAT ENCOURAGE FOLLOWERS TO PHYSICAL ACTIVITY
Author	Antonia Šipić
Mentor	Morana Fudurić (mentor)
Committee member	Vatroslav Škare (predsjednik povjerenstva)
Committee member	Sandra Horvat (član povjerenstva)
Granter	University of Zagreb Faculty of Economics and Business (Department of Marketing) Zagreb
Defense date and country	2021-09-30, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics Marketing
Abstract	Fitness i zdrav način života postali su dio svakodnevice na društvenim medijima, ali i u privatnim životima ljudi što je inspiracija za pisanje ovog rada. Sokolova i Perez (2021) razvili su model istraživanja kako bi analizirali povezanost parasocijalnih veza s utjecajnim osobama, stavova o fitness videima na YouTubeu i namjera gledanja istih sa stavovima o fitnessu i namjerom bavljenja fizičkom aktivnosti. Stoga taj rad predstavlja temelj za istraživanje čimbenika utjecajnih osoba koji potiču pratitelje na fizičku aktivnost. Cilj je bio utvrditi koliko je uspješan marketing utjecajnih osoba u kontekstu poticanja publike i promjene njihovih stavova vezanih uz bavljenje fitnessom. Analiziralo se postoje li razlike među spolovima, generacijama i društvenim medijima Facebook i Instagram te koja je uloga povjerenja u svemu. Sudjelovalo je 570 ispitanika, a rezultati ukazuju na činjenicu da fitness utjecajne osobe svojim objavama na društvenim medijima mogu potaknuti pratitelje na bavljenje fizičkom aktivnosti.
Abstract (english)	Fitness and a healthy lifestyle have become part of everyday life on social media, but also in people's private lives, which is the inspiration for writing this thesis. Sokolova and Perez (2021) developed a research model to analyze the link between parasocial relationships with influencers, attitudes about fitness videos on YouTube, and the intention of the audience with attitudes about fitness and their intent to engage in physical activity. Therefore, this thesis represents the foundation for investigating influencer marketing factors that encourage followers to physical activity. The aim was to determine how successful the influencer marketing is in the context of encouraging audiences and changing their attitudes related to fitness. It was analyzed whether there are differences between the genders, age and social media Facebook and Instagram and what is the role of trust in everything. 570 respondents participated, and the results indicate the fact that fitness influencers can encourage followers with their posts on social media to engage in physical activity.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:148:581952
Study programme	Title: Business Economics Study programme type: university Study level: integrated undergraduate and graduate Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	REPEFZG
Created on	2021-09-30 09:32:48