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master's thesis
Istraživanje stavova generacije Y prema oglašavanju putem utjecajnih osoba
Zagreb: University of Zagreb, Faculty of Economics and Business, 2023. urn:nbn:hr:148:473602
Jerger, Petra
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Jerger, P. (2023). Istraživanje stavova generacije Y prema oglašavanju putem utjecajnih osoba (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:473602

Jerger, Petra. "Istraživanje stavova generacije Y prema oglašavanju putem utjecajnih osoba." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:473602

Jerger, Petra. "Istraživanje stavova generacije Y prema oglašavanju putem utjecajnih osoba." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:473602

Jerger, P. (2023). 'Istraživanje stavova generacije Y prema oglašavanju putem utjecajnih osoba', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 19 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:473602

Jerger P. Istraživanje stavova generacije Y prema oglašavanju putem utjecajnih osoba [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2023 [cited 2024 November 19] Available at: https://urn.nsk.hr/urn:nbn:hr:148:473602

P. Jerger, "Istraživanje stavova generacije Y prema oglašavanju putem utjecajnih osoba", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:148:473602

Metadata
TitleIstraživanje stavova generacije Y prema oglašavanju putem utjecajnih osoba
Title (english)Study of attitudes of generation Y towards influencer marketing
AuthorPetra Jerger
MentorAna Tkalac Verčič (mentor)
Committee memberAna Tkalac Verčič (predsjednik povjerenstva)
Committee memberRužica Brečić (član povjerenstva)
Committee memberSandra Horvat (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2023-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Komunikacijski kanali sve su napredniji i javni je prostor njima sve zasićeniji te su poduzeća u konstantnoj potrazi za novim marketinškim naporima kako bi bolje i učinkovitije dosegnuli i zaintrigirali ciljanu publiku. S porastom uporabe i povećanjem uloge društvenih mreža u oglašavanju, utjecajne osobe (eng. influencers) u marketinškim aktivnostima imaju sve važniju ulogu u svijetu pa tako i u Hrvatskoj. Sve više poduzeća obraća se utjecajnim osobama kako bi se približili određenim ciljanim skupinama ili povećali svijest o svojem brendu što posljedično dovodi do povećanja uloge i važnosti ovih pojedinaca u poslovnom svijetu. Neophodno je da poduzeća prepoznaju prednosti oglašavanja putem utjecajnih osoba te da su upoznati s njihovim djelovanjem na potrošača ukoliko se žele oglašavati prema nekoj određenoj ciljanoj skupini. Cilj je ovog rada prikazati stavove danas rastuće potrošačke skupine, generacije Y, prema ovoj vrsti oglašavanja te prikazati učinkovitost korištenja utjecajnih osoba u marketinškim strategijama poduzeća usmjerenih prema generaciji Y. U izradi rada koristili su se sekundarni podaci prikupljeni iz znanstvene i stručne literature te aktualni članci o navedenoj temi. Ovi podaci služili su kao teorijska podloga za provedeno primarno istraživanje pomoću anketnog upitnika na uzorku od 85 ispitanika koji pripadaju generaciji Y unutar Hrvatske. Na temelju provedenog istraživanja, prikazani su većinom neutralni stavovi pojedinaca navedene generacije prema oglašavanju putem utjecajnih osoba u Hrvatskoj.
Abstract (english)
Communication channels are becoming more advanced and saturated, and companies are constantly looking for new and more effective marketing efforts. With the increased utilization and growing role of social media within advertising, influencers hold an important part within this area of communications globally, including Croatia. Companies are turning to influencers to reach their target audience or increase brand awareness, which has led to an increase in the importance of these individuals within the business world. Thus, it is crucial for companies to recognize the benefits of including influencers within their marketing strategies and their effect on consumer behaviour if they want to advertise towards a specific audience or target market. The purpose of this thesis is to display the attitudes of a growing consumer group, generation Y, towards influencer marketing and present the efficiency of including influencers within a company’s marketing strategy. The paper is based on data collected from scientific and professional literature, as well as other trending articles on the topic. This data served as a theoretical basis for an empirical research that was conducted with the help of a questionnaire on a sample of 85 respondents belonging to generation Y within Croatia. The conducted research shows that millenials in Croatia have neutral attitudes towards influencers and influencer marketing in Croatia.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:473602
Study programmeTitle: Business economics
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 on2023-09-25 19:39:35