prikaz prve stranice dokumenta Influencer marketing on social media
Access restricted to students and staff of home institution
undergraduate thesis
Influencer marketing on social media
Zagreb: University of Zagreb, Faculty of Economics and Business, 2021. urn:nbn:hr:148:961654
Tuđman, Ana Marija
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Tuđman, A. M. (2021). Influencer marketing on social media (Undergraduate thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:961654

Tuđman, Ana Marija. "Influencer marketing on social media." Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:961654

Tuđman, Ana Marija. "Influencer marketing on social media." Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:961654

Tuđman, A. M. (2021). 'Influencer marketing on social media', Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, accessed 06 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:961654

Tuđman AM. Influencer marketing on social media [Undergraduate thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2021 [cited 2024 November 06] Available at: https://urn.nsk.hr/urn:nbn:hr:148:961654

A. M. Tuđman, "Influencer marketing on social media", Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:148:961654

Metadata
TitleInfluencer marketing on social media
Title (croatian)Marketing influensera na društvenim mrežama
AuthorAna Marija Tuđman
MentorMirko Palić (mentor)
Committee memberMirko Palić (predsjednik povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2021-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
This paper deals with influencer marketing on social media. This relatively new concept of marketing is growing rapidly and in just few years has reached market size of 14 billion dollars. Social media, in its young history, have transformed from platforms for communications and connecting with people to big marketing tool for many companies and brands. Today more than half of world population use social media which gives enormous market of potential customers for many companies. Influencer marketing represents collaborations with people who have the power of influence on social media for promoting the product or brand. Influencer is a person that has the power to affect the purchasing decisions of others because of his or her knowledge, position, authority, or because of the relationship with his or her audience. Influencers may differ according to number of followers or expertise but what makes them so successful is a word of mouth marketing that is based on trust and respect that affects on customers decision making. This paper will present Airbnb as example of good and PepsiCo as an example of bad influencer marketing strategy.
Abstract (croatian)
Ovaj rad bavi se marketingom influensera na društvenim mrežama. Ovaj relativno novi koncept marketinga ubrzano raste i u samo nekoliko godina dosegao je veličinu tržišta od 14 milijardi dolara. Društvene mreže su se u svojoj mladoj povijesti od platformi za komunikaciju i povezivanje s ljudima pretvorile u značajan marketinški alat za mnoge tvrtke i brendove. Danas više od polovice svjetskog stanovništva koristi društvene mreže što mnogim tvrtkama daje ogromno tržište potencijalnih kupaca. Marketing influensera predstavlja suradnju s ljudima koji imaju moć utjecaja na društvenim mrežama za promociju proizvoda ili brendova. Influenser je osoba koja ima moć utjecaja na odluke drugih o kupnji zbog svojeg znanja, položaja, autoriteta ili zbog odnosa sa svojom publikom. Influenseri se mogu razlikovati prema broju pratitelja ili stručnosti, ali ono što ih čini toliko uspješnima je marketing usmenom predajom koji se temelji na povjerenju i poštovanju koje utječe na donošenje odluka kupaca. U ovom će radu Airbnb biti predstavljen kao primjer dobre, a PepsiCo kao primjer loše marketinške strategije influensera.
Keywords
Keywords (croatian)
Languageenglish
URN:NBNurn:nbn:hr:148:961654
Study programmeTitle: Business Economics in English
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-10-05 12:06:10