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undergraduate thesis
Utjecaj influencera na odluku o kupnji
2023. urn:nbn:hr:124:769126
Čulina, Marija
University of Split
Faculty of economics Split

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Čulina, M. (2023). Utjecaj influencera na odluku o kupnji (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:769126

Čulina, Marija. "Utjecaj influencera na odluku o kupnji." Undergraduate thesis, University of Split, Faculty of economics Split, 2023. https://urn.nsk.hr/urn:nbn:hr:124:769126

Čulina, Marija. "Utjecaj influencera na odluku o kupnji." Undergraduate thesis, University of Split, Faculty of economics Split, 2023. https://urn.nsk.hr/urn:nbn:hr:124:769126

Čulina, M. (2023). 'Utjecaj influencera na odluku o kupnji', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 24 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:769126

Čulina M. Utjecaj influencera na odluku o kupnji [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2023 [cited 2024 December 24] Available at: https://urn.nsk.hr/urn:nbn:hr:124:769126

M. Čulina, "Utjecaj influencera na odluku o kupnji", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:124:769126

Metadata
TitleUtjecaj influencera na odluku o kupnji
Title (english)The impact of influencers on the purchase decision
AuthorMarija Čulina
MentorMirela Mihić (mentor)
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2023-09-07, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Tema ovog završnog rada je utjecaj influencera na odluku o kupnji, korištenjem marketing influencera. Influnceri su osobe koje povezuju i približavaju marku potrošaču u području digitalnog marketing te promoviraju proizvode i usluge tvrtke na što autentičniji način. U radu je razrađena strategija marketinga influencera, odnosno njeni koraci koji vode uspješnom i kvalitetnom poslovanju. Analizirana je popularnost društvenih mreža u marketingu influencera, a najpopularnije mreže su Instagram, TikTok, Facebook i YouTube. Navedena je podjela influencera prema broju pratitelja na nano, mikro, makro i mega influencere te podjela prema sadržaju kojeg objavljuju na društvenim mrežama. S obzirom da influenceri imaju jak utjecaj na potrošače u procesu donošenja odluke o kupnji, ovaj rad bavi se tom problematikom, kao i ispitivanjem utjecaja influencera na ponašanje potrošača koje je provedeno empirijskim istraživanjem.
Abstract (english)
The topic of this undergraduate thesis is the impact of influencers on the purchase decision using influencer marketing. Influencers are people who connect and show the brand to the customers in the field of digital marketing and promote the company's products and services in the most authentic way. The paper elaborates the influencer marketing strategy and its steps that lead to successful and highquality business. The popularity of social networks among influencer marketing is analyzed and the most popular social networks are Instagram, TikTok, Facebook and YouTube. Influencers are classified by number of followers into nano, micro, macro and mega and they are also classified by content published on social networks. Considering that influencers have a strong impact on a purchase decision of consumers, this paper deals with researching the impact of influencers on consumer behavior, which was conducted through empirical research.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:769126
Study programmeTitle: Small enterprise management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-09-10 20:23:28