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master's thesis
UTJECAJ INSTAGRAM INFLUENCERA NA DONOŠENJE ODLUKE O KUPNJI ODJEVNIH PREDMETA
Završni rad
2019. urn:nbn:hr:124:546203
Pelivan, Andrea
University of Split
Faculty of economics Split

Cite this document

Pelivan, A. (2019). UTJECAJ INSTAGRAM INFLUENCERA NA DONOŠENJE ODLUKE O KUPNJI ODJEVNIH PREDMETA : Završni rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:546203

Pelivan, Andrea. "UTJECAJ INSTAGRAM INFLUENCERA NA DONOŠENJE ODLUKE O KUPNJI ODJEVNIH PREDMETA : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:546203

Pelivan, Andrea. "UTJECAJ INSTAGRAM INFLUENCERA NA DONOŠENJE ODLUKE O KUPNJI ODJEVNIH PREDMETA : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:546203

Pelivan, A. (2019). 'UTJECAJ INSTAGRAM INFLUENCERA NA DONOŠENJE ODLUKE O KUPNJI ODJEVNIH PREDMETA : Završni rad', Master's thesis, University of Split, Faculty of economics Split, accessed 02 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:546203

Pelivan A. UTJECAJ INSTAGRAM INFLUENCERA NA DONOŠENJE ODLUKE O KUPNJI ODJEVNIH PREDMETA : Završni rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2019 [cited 2024 December 02] Available at: https://urn.nsk.hr/urn:nbn:hr:124:546203

A. Pelivan, "UTJECAJ INSTAGRAM INFLUENCERA NA DONOŠENJE ODLUKE O KUPNJI ODJEVNIH PREDMETA : Završni rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:124:546203

Metadata
TitleUTJECAJ INSTAGRAM INFLUENCERA NA DONOŠENJE ODLUKE O KUPNJI ODJEVNIH PREDMETA : Završni rad
AuthorAndrea Pelivan
MentorBiljana Crnjak Karanović (mentor)
MBZ: 115860
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2019-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Problem istraživanja bio je utvrditi utjecaj Instagram influencera na donošenje odluke o kupnji. Istraživanje se provelo na 153 osobe. Rezultati su pokazali da Instagram influenceri nemaju velikog utjecaja na korisnike pri donošenju odluke o kupnji. Potvrđeno je (H1) kako ispitanici ne prate influencere samo zbog modnog izražaja, već i radi drugih mogućih opcija koje influenceri nude korisnicima aplikacije. Ostale dvije hipoteze su odbačene. Ispitanici ne kupuju i ne odabiru često odjevne predmete koje influenceri odijevaju (promoviraju). Zaključuje se da većina ispitanika ne pridaje veliku važnost influencerima, iako gotovo svi znaju tko su, te prate i gledaju objave na njihovim profilima. Naime, influencer marketing postaje sve više prepoznatljiviji i utjecaj influencera sve više jača.
Abstract (english)
The main research problem was to determine the influence of Instagram influencers on making a purchase decision. The survey was conducted on 153 persons. The results showed that Instagram influeners do not have a major impact on users when making a purchase decision. It is confirmed (H1) that respondents are not following influencers just for fashion expression but also for other possible options that influencer offer to users of the app. The other two hypotheses have been dropped. Respondents are not buying or choosing clothing items which influencers are wearing (promoting) often. In conclusion, most of them don’t share importance to influencers, although almost everyone knows who they are, and they are following and watching their posts on profiles. Therefore, Influencer marketing is becoming more and more recognizable and the affect of the influencers is getting stronger.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:546203
Study programmeTitle: Management; specializations in: Project management, Financial and Tax management, Accounting and Revision
Course: Project management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2019-12-05 18:18:47