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master's thesis
Utjecaj sponzorstva i označavanja sponzorstva na percepciju influencera i preporučenog proizvoda
Rijeka: University of Rijeka, Faculty of Economics and Business, 2022. urn:nbn:hr:192:597764
Širola, Anita
University of Rijeka
Faculty of Economics and Business

Institutional repository: Repository of the University of Rijeka, Faculty of Economics and Business

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Širola, A. (2022). Utjecaj sponzorstva i označavanja sponzorstva na percepciju influencera i preporučenog proizvoda (Master's thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:597764

Širola, Anita. "Utjecaj sponzorstva i označavanja sponzorstva na percepciju influencera i preporučenog proizvoda." Master's thesis, University of Rijeka, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:192:597764

Širola, Anita. "Utjecaj sponzorstva i označavanja sponzorstva na percepciju influencera i preporučenog proizvoda." Master's thesis, University of Rijeka, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:192:597764

Širola, A. (2022). 'Utjecaj sponzorstva i označavanja sponzorstva na percepciju influencera i preporučenog proizvoda', Master's thesis, University of Rijeka, Faculty of Economics and Business, accessed 17 May 2024, https://urn.nsk.hr/urn:nbn:hr:192:597764

Širola A. Utjecaj sponzorstva i označavanja sponzorstva na percepciju influencera i preporučenog proizvoda [Master's thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2022 [cited 2024 May 17] Available at: https://urn.nsk.hr/urn:nbn:hr:192:597764

A. Širola, "Utjecaj sponzorstva i označavanja sponzorstva na percepciju influencera i preporučenog proizvoda", Master's thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:192:597764

Metadata
TitleUtjecaj sponzorstva i označavanja sponzorstva na percepciju influencera i preporučenog proizvoda
Title (english)The influence of Sponsorship and Sponsorship Disclosure on the Perception of Influencers and Recommended Products
AuthorAnita Širola
MentorIvana First Komen (mentor)
Committee memberIvana First Komen (predsjednik povjerenstva)
Committee memberMirjana Grčić Fabić (član povjerenstva)
Committee memberŽeljka Marčinko Trkulja (član povjerenstva)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2022-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Influenceri su osobe od utjecaja koje su vlastitu karijeru razvile na temelju povjerenja i pozornosti koje im pratitelji svakodnevno pružaju na društvenim mrežama. Zahvaljujući platformama s velikim brojem pratitelja, influenceri su ih monetizirali kroz suradnje sa sponzorima. Do tada su njihove preporuke bile iskrene jer su time gradili vlastite platforme, ali surađivanjem sa sponzorima neki influenceri odabiru promovirati proizvode i usluge koje i ne koriste, kako bi ostvarili prihode. Iz toga razloga, pratitelji potencijalno gube povjerenje u influencere i proizvode koje promoviraju; jer nemaju informaciju je li preporuka iskrena ili ne, odnosno sponzorirana ili organska. Zbog toga, rad istražuje utjecaj vrste objave na povjerenje prema influenceru, percepciju kvalitete promoviranoga proizvoda i namjeru kupnje promoviranoga proizvoda od strane pratitelja. Istraživanje je pokazalo da pratitelji u potpunosti ne raspoznaju je li sadržaj sponzoriran ili nije, osim ako im influencer to ne naglasi. Osim toga, rezultati istraživanja ne podudaraju se s rezultatima prethodno provedenih istraživanja drugih autora. Rezultati su pokazali da objave influencera s prikrivenim oglašavanjem rezultiraju stratistički značajno većim povjerenjem prema influenceru, od sponzoriranih i organskih objava.
Abstract (english)
Influencers are people of influence who have developed their careers thanks to the trust and attention that their followers give them on social networks every day. Having platforms with many followers, allowed influencers to monetize their platforms through collaborations with sponsors. Before collaborating with sponsors, influencers’ recommendations were honest because they were building their platforms, but by cooperating with sponsors, some influencers choose to promote products and services that they don't use to generate income. As a result, followers may potentially loose trust in influencers and the products they promote, not knowing if the recommendation were genuine or not, i.e., sponsored, or organic. Therefore, this paper investigates the influence of the types of Instagram posts on influencer trustworthiness, perception of the quality of the promoted product, and the intention to purchase the promoted product by followers. The study showed that followers do not fully understand social media disclosure unless the influencer points it out. In addition, the results of this research do not align with the previous researches of other authors. Results showed that influencer posts with non-disclosed advertising resulted in higher trustworthiness towards influencers, in comparison to sponsored and not sponsored posts.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:192:597764
Study programmeTitle: Business economics; specializations in: Finance, Entrepreneurship, Management, Finance and Accounting, Marketing, International Business, IT Business
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-11-24 18:15:07