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master's thesis
Implementacija gerila marketinga u domeni influencer marketinga: analiza učinkovitosti kampanja
2024. urn:nbn:hr:251:396208
Kiš, Adriana
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Kiš, A. (2024). Implementacija gerila marketinga u domeni influencer marketinga: analiza učinkovitosti kampanja (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:251:396208

Kiš, Adriana. "Implementacija gerila marketinga u domeni influencer marketinga: analiza učinkovitosti kampanja." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:396208

Kiš, Adriana. "Implementacija gerila marketinga u domeni influencer marketinga: analiza učinkovitosti kampanja." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:396208

Kiš, A. (2024). 'Implementacija gerila marketinga u domeni influencer marketinga: analiza učinkovitosti kampanja', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 10 December 2024, https://urn.nsk.hr/urn:nbn:hr:251:396208

Kiš A. Implementacija gerila marketinga u domeni influencer marketinga: analiza učinkovitosti kampanja [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2024 December 10] Available at: https://urn.nsk.hr/urn:nbn:hr:251:396208

A. Kiš, "Implementacija gerila marketinga u domeni influencer marketinga: analiza učinkovitosti kampanja", 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:251:396208

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Metadata
TitleImplementacija gerila marketinga u domeni influencer marketinga: analiza učinkovitosti kampanja
Title (english)Implementation of guerilla marketing in the domain of influencer marketing: analysis of campaign effectiveness
AuthorAdriana Kiš
MentorIva Buljubašić (mentor)
Committee memberIva Buljubašić (predsjednik povjerenstva)
Committee memberMarina Đukić (član povjerenstva)
Committee memberDamir Šebo (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2024-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		INTERDISCIPLINARY FIELDS OF ART
Abstract
Implementacija gerila marketinga u domeni influencer marketinga predstavlja inovativan pristup koji kombinira kreativnost, iznenađenje i niskobudžetne strategije za postizanje visokog učinka. Gerilski marketing, poznat po svojoj nekonvencionalnosti, u influencer marketingu koristi se kako bi brendovi preko influencera privukli pažnju publike na iznenađujuće, zabavne ili izazovne načine. Cilj je takvih kampanja stvoriti viralni efekt koji će potaknuti publiku na dijeljenje sadržaja i interakciju. Glavna je prednost tog pristupa što brendovima omogućuje da s malim ulaganjima dosegnu velik broj ljudi, oslanjajući se na kreativnost i autentičnost influencera. Mjerenje uspjeha gerilskih kampanja uključuje praćenje metrika poput dosega i angažmana, a u to se ubrajaju lajkovi, komentari i dijeljenja. Također, analize poput konverzije, svijesti brenda i stope rasta publike igraju ključnu ulogu u procjeni uspješnosti kampanje. Uz pravilno odabrane influencere i strateško planiranje gerila marketing može značajno povećati svijest o brendu, stvoriti buzz te potaknuti konverzije, dok istovremeno ostavlja dugotrajan dojam na ciljanu publiku.
Abstract (english)
The implementation of guerrilla marketing in the domain of influencer marketing represents an innovative approach that combines creativity, surprise, and low-budget strategies to achieve high impact. Guerrilla marketing, known for its unconventionality, is used in influencer marketing to capture the audience's attention through surprising, entertaining, or provocative methods. The goal of such campaigns is to create a viral effect that encourages the audience to share content and engage. The main advantage of this approach is that it allows brands to reach a large number of people with minimal investment, relying on the creativity and authenticity of influencers. Measuring the success of guerrilla campaigns involves tracking metrics such as reach and engagement including likes, comments and shares. Additionally, analyses such as conversions, brand awareness, and audience growth rates play a key role in assessing campaign effectiveness. With the right influencers and strategic planning, guerrilla marketing can significantly increase brand awareness, create buzz, and drive conversions, while leaving a lasting impression on the target audience.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:396208
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
Created on2024-10-25 13:23:16