prikaz prve stranice dokumenta Percepcija učinkovitosti sponzoriranih objava utjecajnih pojedinaca na društvenim medijima
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master's thesis
Percepcija učinkovitosti sponzoriranih objava utjecajnih pojedinaca na društvenim medijima
Zagreb: University of Zagreb, Faculty of Economics and Business, 2019. urn:nbn:hr:148:070974
Parat, Marta
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Parat, M. (2019). Percepcija učinkovitosti sponzoriranih objava utjecajnih pojedinaca na društvenim medijima (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:070974

Parat, Marta. "Percepcija učinkovitosti sponzoriranih objava utjecajnih pojedinaca na društvenim medijima." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2019. https://urn.nsk.hr/urn:nbn:hr:148:070974

Parat, Marta. "Percepcija učinkovitosti sponzoriranih objava utjecajnih pojedinaca na društvenim medijima." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2019. https://urn.nsk.hr/urn:nbn:hr:148:070974

Parat, M. (2019). 'Percepcija učinkovitosti sponzoriranih objava utjecajnih pojedinaca na društvenim medijima', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:070974

Parat M. Percepcija učinkovitosti sponzoriranih objava utjecajnih pojedinaca na društvenim medijima [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2019 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:148:070974

M. Parat, "Percepcija učinkovitosti sponzoriranih objava utjecajnih pojedinaca na društvenim medijima", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:148:070974

Metadata
TitlePercepcija učinkovitosti sponzoriranih objava utjecajnih pojedinaca na društvenim medijima
Title (english)Effectiveness perception of influencers' sponsored posts on social media
AuthorMarta Parat
MentorVatroslav Škare (mentor)
Committee memberMorana Fudurić (predsjednik povjerenstva)
Committee memberSunčana Piri Rajh (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2019-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U radu se iznose teorijska saznanja iz područja digitalnog marketinga, s fokusom na korištenju utjecajnih pojedinaca prilikom marketinške komunikacije upućene korisnicima društvenih medija. Također, rad donosi prikaz dosadašnjih saznanja o temi na temelju znanstvene i stručne literature, uz provedeno istraživanje percepcije učinkovitosti sponzoriranih objava na tri fokus skupine. Sponzorirane objave su jedan od oblika marketinške komunikacije u digitalnom okruženju te se nadopunjuju s ostalim oblicima poput oglašavanja slikovnim ili video oglasima, optimizacijom za internetske tražilice, oglašavanjem prirodnim oglasima te tradicionalnim oglašavanjem. Komunikacija putem sponzoriranih objava predstavlja novi kanal promicanja željene poruke do ciljane skupine potrošača, uz korištenje posrednika - utjecajnih osoba. Istraživanjem se nastojala utvrditi percepcija učinkovitosti i vrijednosti takve komunikacije od strane potrošača. Glavni ciljevi istraživanja su bili određivanje razine korištenja društvenih medija od strane ispitanika, određivanje razine svijesti o načinu komunikacije kroz sponzorirane objave, te određivanje percepcije o efikasnosti takvih objava prilikom donošenja kupovnih odluka. Saznanja dobivena navedenim istraživanjem pokazuju izraženo nepovjerenje u kredibilitet proizvoda komuniciranih kroz sponzorirane objave, no vrlo dobru učinkovitost kada se radi o upoznatosti s markom. Na društvenim medijima i poduzećima ostaje stalna izmjena načina komunikacije kako bi pridobili povjerenje i pažnju ciljane skupine potrošača.
Abstract (english)
This thesis presents theoretical knowledge in the field of digital marketing, with focus on influencer usage in marketing communication with social media users. Also, thesis presents current findings about the topic based on scientific and professional literature, and conducted research on perception of efficiency of sponsored content on three focus groups. Sponsored posts are a mean of marketing communication in digital environment and can be complemented with other forms like picture or video advertising, search engine optimization, native advertising and traditional advertising. Communication using sponsored posts represents a new channel of transferring the message to target audience, using middleman - influencers. Research aimed to determine consumers’ perception and value of communication of that sort. Main goals were to determine examinees’ usage level of social media, determining level of consciousness about communication through sponsored posts and determining perception of efficiency of such posts while making purchasing decisions. Research results are showing increased lack of trust in credibility of products communicated through sponsored posts, but good efficiency when it comes to brand familiarity. It remains companies’ and social medias’ task to constantly alter the ways to communicate in order to earn trust and attention from targeted audience.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:070974
Study programmeTitle: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-09-19 18:14:34