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master's thesis
ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST
Zagreb: University of Zagreb, Faculty of Economics and Business, 2021. urn:nbn:hr:148:581952
Šipić, Antonia
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Šipić, A. (2021). ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:581952

Šipić, Antonia. "ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:581952

Šipić, Antonia. "ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:581952

Šipić, A. (2021). 'ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 12 September 2024, https://urn.nsk.hr/urn:nbn:hr:148:581952

Šipić A. ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2021 [cited 2024 September 12] Available at: https://urn.nsk.hr/urn:nbn:hr:148:581952

A. Šipić, "ČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:148:581952

Metadata
TitleČIMBENICI MARKETINGA UTJECAJNIH OSOBA KOJI POTIČU PRATITELJE NA FIZIČKU AKTIVNOST
Title (english)INFLUENCER MARKETING FACTORS THAT ENCOURAGE FOLLOWERS TO PHYSICAL ACTIVITY
AuthorAntonia Šipić
MentorMorana Fudurić (mentor)
Committee memberVatroslav Škare (predsjednik povjerenstva)
Committee memberSandra Horvat (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2021-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Fitness i zdrav način života postali su dio svakodnevice na društvenim medijima, ali i u privatnim životima ljudi što je inspiracija za pisanje ovog rada. Sokolova i Perez (2021) razvili su model istraživanja kako bi analizirali povezanost parasocijalnih veza s utjecajnim osobama, stavova o fitness videima na YouTubeu i namjera gledanja istih sa stavovima o fitnessu i namjerom bavljenja fizičkom aktivnosti. Stoga taj rad predstavlja temelj za istraživanje čimbenika utjecajnih osoba koji potiču pratitelje na fizičku aktivnost. Cilj je bio utvrditi koliko je uspješan marketing utjecajnih osoba u kontekstu poticanja publike i promjene njihovih stavova vezanih uz bavljenje fitnessom. Analiziralo se postoje li razlike među spolovima, generacijama i društvenim medijima Facebook i Instagram te koja je uloga povjerenja u svemu. Sudjelovalo je 570 ispitanika, a rezultati ukazuju na činjenicu da fitness utjecajne osobe svojim objavama na društvenim medijima mogu potaknuti pratitelje na bavljenje fizičkom aktivnosti.
Abstract (english)
Fitness and a healthy lifestyle have become part of everyday life on social media, but also in people's private lives, which is the inspiration for writing this thesis. Sokolova and Perez (2021) developed a research model to analyze the link between parasocial relationships with influencers, attitudes about fitness videos on YouTube, and the intention of the audience with attitudes about fitness and their intent to engage in physical activity. Therefore, this thesis represents the foundation for investigating influencer marketing factors that encourage followers to physical activity. The aim was to determine how successful the influencer marketing is in the context of encouraging audiences and changing their attitudes related to fitness. It was analyzed whether there are differences between the genders, age and social media Facebook and Instagram and what is the role of trust in everything. 570 respondents participated, and the results indicate the fact that fitness influencers can encourage followers with their posts on social media to engage in physical activity.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:581952
Study programmeTitle: Business Economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-09-30 09:32:48