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master's thesis
Analiza mobilnog oglašavanja i utjecaj influencera na društvenoj mreži TikTok
2025. urn:nbn:hr:251:881007
Puškarić, Sara
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Puškarić, S. (2025). Analiza mobilnog oglašavanja i utjecaj influencera na društvenoj mreži TikTok (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:251:881007

Puškarić, Sara. "Analiza mobilnog oglašavanja i utjecaj influencera na društvenoj mreži TikTok." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2025. https://urn.nsk.hr/urn:nbn:hr:251:881007

Puškarić, Sara. "Analiza mobilnog oglašavanja i utjecaj influencera na društvenoj mreži TikTok." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2025. https://urn.nsk.hr/urn:nbn:hr:251:881007

Puškarić, S. (2025). 'Analiza mobilnog oglašavanja i utjecaj influencera na društvenoj mreži TikTok', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 12 April 2025, https://urn.nsk.hr/urn:nbn:hr:251:881007

Puškarić S. Analiza mobilnog oglašavanja i utjecaj influencera na društvenoj mreži TikTok [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2025 [cited 2025 April 12] Available at: https://urn.nsk.hr/urn:nbn:hr:251:881007

S. Puškarić, "Analiza mobilnog oglašavanja i utjecaj influencera na društvenoj mreži TikTok", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2025. Available at: https://urn.nsk.hr/urn:nbn:hr:251:881007

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Metadata
TitleAnaliza mobilnog oglašavanja i utjecaj influencera na društvenoj mreži TikTok
Title (english)Analysis of mobile advertising and the influence of influencers on the social network TikTok
AuthorSara Puškarić
MentorDamir Šebo (mentor)
MentorSnježana Barić-Šelmić (sumentor)
Committee memberIgor Mavrin (predsjednik povjerenstva)
Committee memberIva Buljubašić (član povjerenstva)
Committee memberDamir Šebo (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2025-03-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Ovaj diplomski rad analizira specifičnosti TikTok oglašavanja, s posebnim naglaskom na različite vrste oglasa i strategije koje brendovi koriste kako bi povećali angažman publike na toj popularnoj platformi. Razvoj digitalnih platformi, osobito društvenih mreža, doveo je do značajnih promjena u načinu oglašavanja, a TikTok se izdvaja kao jedna od najdinamičnijih i najutjecajnijih platformi u modernom digitalnom ekosustavu. Sa svojim jedinstvenim algoritmom, koji se temelji na personalizaciji sadržaja, TikTok je omogućio brendovima dosegnuti ciljanu publiku na inovativan i autentičan način, prilagođavajući se interesima korisnika i njihovim navikama konzumiranja sadržaja. TikTok marketing postao je ključni alat za digitalno oglašavanje jer kombinira kreativne video formate, visoku razinu angažmana korisnika i snažan utjecaj influencera. Rad se također bavi ulogom autentičnosti influencera u TikTok oglašavanju i načinima na koje korisnici reagiraju na promotivne poruke koje oni donose. Autentičnost i korisnost sadržaja postali su ključni faktori koji značajno utječu na uspjeh oglašivačkih kampanja. Kroz provedeno istraživanje, rad nastoji prikazati percepciju korisnika o TikTok oglašavanju i influencer marketingu, analizirajući kako različiti faktori, poput dobi, interesa i ponašanja korisnika, utječu na učinkovitost digitalnog oglašavanja na toj platformi. Cilj je rada pružiti uvid u ključne elemente koji doprinose uspjehu ili neuspjehu kampanja na TikToku.
Abstract (english)
This thesis analyzes the specifics of TikTok advertising, with a particular focus on different types of ads and strategies that brands use to increase audience engagement on this popular platform. The development of digital platforms, especially social media, has led to significant changes in advertising methods, and TikTok stands out as one of the most dynamic and influential platforms in the modern digital ecosystem. With its unique algorithm, based on content personalization, TikTok has allowed brands to reach their target audience in an innovative and authentic way, adjusting to user preferences and content consumption habits. TikTok marketing has become a key tool for digital advertising, combining creative video formats, high user engagement, and a strong influencer impact. The thesis also explores the role of influencer authenticity in TikTok advertising and how users respond to promotional messages delivered by influencers. Authenticity and content relevance have become key factors that significantly affect the success of advertising campaigns. Through conducted research, the thesis aims to present users' perceptions of TikTok advertising and influencer marketing, analyzing how different factors, such as age, interests, and user behavior, influence the effectiveness of digital advertising on this platform. The goal is to provide insight into the key elements that contribute to the success or failure of campaigns on TikTok.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:881007
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 on2025-04-11 08:03:06