prikaz prve stranice dokumenta Mjerenje influencer marketinških kampanja
Embargo period 2025-12-31
master's thesis
Mjerenje influencer marketinških kampanja
Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management, 2023. urn:nbn:hr:191:235004
Dekanić, Donatela
University of Rijeka
Faculty of Tourism and Hospitality Management

Institutional repository: Repository of Faculty of Tourism and Hospitality Management

Cite this document

Dekanić, D. (2023). Mjerenje influencer marketinških kampanja (Master's thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:235004

Dekanić, Donatela. "Mjerenje influencer marketinških kampanja." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2023. https://urn.nsk.hr/urn:nbn:hr:191:235004

Dekanić, Donatela. "Mjerenje influencer marketinških kampanja." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2023. https://urn.nsk.hr/urn:nbn:hr:191:235004

Dekanić, D. (2023). 'Mjerenje influencer marketinških kampanja', Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 02 December 2024, https://urn.nsk.hr/urn:nbn:hr:191:235004

Dekanić D. Mjerenje influencer marketinških kampanja [Master's thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2023 [cited 2024 December 02] Available at: https://urn.nsk.hr/urn:nbn:hr:191:235004

D. Dekanić, "Mjerenje influencer marketinških kampanja", Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:191:235004

Metadata
TitleMjerenje influencer marketinških kampanja
Title (english)Measuring influencer marketing campaigns
AuthorDonatela Dekanić
MentorAna Čuić Tanković (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2023-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Utjecaj društvenih mreža već sada ima znatan utjecaj i van „online“ svijeta. Ideja korištenja slavnih osoba, a s time i njihovog utjecaja na druge, već je dobro poznata marketinška strategija. Influencer marketing uključuje partnerstvo između brendova i pojedinaca koji imaju značajan broj pratitelja na društvenim mrežama radi promicanja robne marke ili proizvoda za naknadu. Ovaj rad želi istražiti na koji se način mjere influencer marketinške kampanje te koje su glavne analizirane metrike kada se govori o njihovoj uspješnoj provedbi. Za analizu influencer marketing kampanje u ovom radu koristila se influencer kampanja provedena u razdoblju od 6 mjeseci na području 12 EU zemalja za sportsku odjeću, putem društvene mreže Instagram. Rezultati ukazuju da veći broj angažiranih influencera podrazumijeva i veći broj objavljenih postova, kao što i veći broj dark post objava podrazumjeva veći broj impresija na istima.
Abstract (english)
The influence of social networks already has a significant influence outside the "online" world. The idea of using celebrities, and thus their influence on others, is already a well-known marketing strategy. Influencer marketing involves partnerships between brands and individuals who have a significant following on social media to promote a brand or product for a fee. This paper wants to investigate how influencer marketing campaigns are measured and what are the main analyzed metrics when talking about their successful implementation. For the analysis of the influencer marketing campaign in this paper, an influencer campaign conducted over a period of 6 months in the territory of 12 EU countries for sportswear, via the Instagram social network, was used. The results indicate that a greater number of engaged influencers implies a greater number of published posts, just as a greater number of dark post publications implies a greater number of impressions on them.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:235004
Study programmeTitle: Marketing in tourism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsEmbargoed access
Embargo expiration date: 2025-12-31
Terms of useLicence In copyright icon
Created on2023-09-12 15:48:57