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master's thesis
Utjecaj influencer marketinga na svijest potrošača i povećanje vidljivosti brenda
2024. urn:nbn:hr:251:443443
Sušac, Ena
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Sušac, E. (2024). Utjecaj influencer marketinga na svijest potrošača i povećanje vidljivosti brenda (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:251:443443

Sušac, Ena. "Utjecaj influencer marketinga na svijest potrošača i povećanje vidljivosti brenda." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:443443

Sušac, Ena. "Utjecaj influencer marketinga na svijest potrošača i povećanje vidljivosti brenda." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:443443

Sušac, E. (2024). 'Utjecaj influencer marketinga na svijest potrošača i povećanje vidljivosti brenda', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:251:443443

Sušac E. Utjecaj influencer marketinga na svijest potrošača i povećanje vidljivosti brenda [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:251:443443

E. Sušac, "Utjecaj influencer marketinga na svijest potrošača i povećanje vidljivosti brenda", 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:251:443443

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Metadata
TitleUtjecaj influencer marketinga na svijest potrošača i povećanje vidljivosti brenda
Title (english)The impact of influencer marketing on consumer awareness and increasing brand visibility
AuthorEna Sušac
MentorIva Buljubašić (mentor)
Committee memberIva Buljubašić (predsjednik povjerenstva)
Committee memberDamir Šebo (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
U današnjem suvremenom svijetu, brendovi se konstantno moraju prilagođavati brzim promjenama i aktualnim trendovima kako bi se istaknuli od konkurencije te ostali relevantni i dugoročno se zadržali u svijesti potrošača. Na prezasićenom i nemilosrdnom tržištu koje baca u zaborav one koji ne znaju kako iskoristiti moć digitalnog marketinga, brendovi u svoje poslovne strategije moraju uključiti sve mogućnosti online promocije koje im se nude, uključujući i jedan od ključnih faktora za ostvarenje ciljeva i uspješnosti – influencer marketing. Ovaj diplomski rad temelji se na detaljnoj analizi različitih aspekata digitalnog marketinga te empirijskom istraživanju koje ispituje stavove potrošača o influencerima, njihove navike na društvenim mrežama, analizira utjecaj influencer marketinga na svijest potrošača i povećanje vidljivosti brenda. Istraživanje provedeno u sklopu ovog rada fokusira se na razumijevanje navika potrošača u korištenju društvenih mreža, njihove stavove prema promociji brendova kroz influencere te razinu povjerenja u transparentnost, iskrenost i preporuke utjecajnih osoba. Rad također iscrpno objašnjava različite aspekte influencer marketinga, uključujući prednosti i izazove s kojima se suočavaju brendovi i influenceri te odgovara na pitanje zašto je influencer marketing danas nezamjenjiv alat i neizostavan dio poslovne strategije.
Abstract (english)
In today's contemporary world, brands must constantly adapt to rapid changes and current trends to stand out from the competition and remain relevant in consumers' minds for the long term. In a saturated and ruthless market that forgets those who do not know how to leverage the power of digital marketing, brands must incorporate all available online promotion opportunities into their business strategies, including one of the critical factors for achieving goals and success – influencer marketing. This master thesis is based on a detailed analysis of various aspects of digital marketing and empirical research that examines consumer attitudes toward influencers, their social media habits, and the impact of influencer marketing on consumer awareness and brand visibility. The research conducted as part of this study focuses on understanding consumers' social media usage habits, their attitudes toward brand promotion through influencers, and their level of trust in influential individuals' transparency, honesty, and recommendations. The thesis also thoroughly explains various aspects of influencer marketing, including the advantages and challenges faced by brands and influencers, and addresses why influencer marketing is an indispensable tool and an essential part of business strategy today.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:443443
Study programmeTitle: MA in Media and Public Relations (single major)
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra medija i odnosa s javnošću (sveučilišni/a magistar/magistra medija i odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-11-25 10:20:58