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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

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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

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

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

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 07 December 2024, https://urn.nsk.hr/urn:nbn:hr:251:987963

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 2024 December 07] Available at: https://urn.nsk.hr/urn:nbn:hr:251:987963

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

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Metadata
TitleInfluencer marketing kao način promoviranja na društvenim mrežama
Title (english)Influencer marketing as a way of promoting on social networks
AuthorDomagoj Perković
MentorIva Buljubašić (mentor)
Committee memberDamir Šebo (predsjednik povjerenstva)
Committee memberIva Buljubašić (član povjerenstva)
Committee memberMarija Šain (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2024-09-06, 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)
Languagecroatian
URN:NBNurn:nbn:hr:251:987963
Study programmeTitle: 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 resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
RepositoryRepository of the Academy of Arts and Culture in Osijek
Created on2024-11-21 15:58:32