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master's thesis
Percepcija studenata Sveučilišta u Zagrebu o utjecaju influencer marketinga na potrošačke navike
Zagreb: University of Zagreb, The Faculty of Political Science, 2021. urn:nbn:hr:114:744743
Atlija, Ena
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

Cite this document

Atlija, E. (2021). Percepcija studenata Sveučilišta u Zagrebu o utjecaju influencer marketinga na potrošačke navike (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:744743

Atlija, Ena. "Percepcija studenata Sveučilišta u Zagrebu o utjecaju influencer marketinga na potrošačke navike." Master's thesis, University of Zagreb, The Faculty of Political Science, 2021. https://urn.nsk.hr/urn:nbn:hr:114:744743

Atlija, Ena. "Percepcija studenata Sveučilišta u Zagrebu o utjecaju influencer marketinga na potrošačke navike." Master's thesis, University of Zagreb, The Faculty of Political Science, 2021. https://urn.nsk.hr/urn:nbn:hr:114:744743

Atlija, E. (2021). 'Percepcija studenata Sveučilišta u Zagrebu o utjecaju influencer marketinga na potrošačke navike', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 23 November 2024, https://urn.nsk.hr/urn:nbn:hr:114:744743

Atlija E. Percepcija studenata Sveučilišta u Zagrebu o utjecaju influencer marketinga na potrošačke navike [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2021 [cited 2024 November 23] Available at: https://urn.nsk.hr/urn:nbn:hr:114:744743

E. Atlija, "Percepcija studenata Sveučilišta u Zagrebu o utjecaju influencer marketinga na potrošačke navike", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:114:744743

Metadata
TitlePercepcija studenata Sveučilišta u Zagrebu o utjecaju influencer marketinga na potrošačke navike
Title (english)Perception of Students at the University of Zagreb on the Impact of Influencer Marketing on Consumer Habits
AuthorEna Atlija
MentorDomagoj Bebić (mentor)
Committee memberDomagoj Bebić (predsjednik povjerenstva)
Committee memberIvo Žanić (član povjerenstva)
Committee memberDražen Lalić (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2021-09-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Pojavom interneta ono što je nekada bilo nezamislivo, danas je svakodnevica. Ljudi uz mobilne uređaje i internet u svakom trenutku mogu biti u komunikaciji s nekim na drugom kraju svijeta. Mogu pratiti vijesti dok se događaju, čitati recenzije, igrati igrice, kupovati odjeću, stvarati sami sadržaj i još mnogo toga. Takvom načinu života morali su se prilagoditi i brendovi te marketinške agencije, pogotovo kada se radi o oglašavanju mlađoj generaciji. Influenceri su rezultat razvoja društvenih mreža i velike koncentracije ljudi u online zajednicama. To su pojedinci koji su se istaknuli u mnoštvu korisnika svojim znanjem, izgledom, karizmom ili nekom drugom osobinom koju su ostali korisnici prepoznali i odlučili postati dio njihove publike. Kompanije sve više i sve češće uz pomoć takvih osoba pokušavaju komunicirati svoje poruke i oglašavati proizvode. Cilj ovog rada bio je otkriti percepciju studenata Sveučilišta u Zagrebu o utjecaju influencer marketinga na njihove potrošačke navike. Ovo istraživanje potvrdilo je da studenti u Hrvatskoj svakodnevno provode vrijeme na društvenim mrežama te prate influencere, te da više cijene preporuke influencera prilikom kupnje nekog proizvoda nego reklame u tradicionalnim medijima. Osim toga, ističe i neke razlike između muških i ženskih ispitanika i njihovog ponašanja na društvenim mrežama.
Abstract (english)
With the advent of the internet, what was once unthinkable is now commonplace. People with mobile devices and the Internet can communicate with someone else on the other side of the world at any time. They can follow the news as they happen, read reviews, play games, buy clothes, create content themselves, and more. Brands and marketing agencies had to adapt to such a way of life, especially when it comes to advertising to the younger generation. Influencers are the result of the development of social networks and a large concentration of people in online communities. These are individuals who have distinguished themselves in a multitude of users with their knowledge, appearance, charisma, or some other trait that other users have recognized and decided to become part of their audience. Companies are more and more often trying to communicate their messages and advertise products with the help of such people. The aim of this paper was to investigate the perception of students at the University of Zagreb about the impact of influencer marketing on their consumer habits. This research confirmed that students in Croatia spend time on social networks every day and follow influencers and that they value the influencer's recommendations when buying a product more than advertisements in traditional media. In addition, it highlights some differences between male and female respondents and their behavior on social media.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:744743
Study programmeTitle: Journalism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
Type of resourceText
File originBorn digital
Access conditionsClosed access
Terms of useLicence In copyright icon
Created on2022-01-17 14:07:08