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master's thesis
INFLUENCERI KAO ENG. NUDGING ELEMENT U MALOPRODAJI
Split: University of Split, 2022. urn:nbn:hr:228:629517
Rejo, Tamara
University of Split
University Department of Professional Studies
Department of Management, Trade and Tourism

Institutional repository: Repository of University Department of Professional Studies

Cite this document

Rejo, T. (2022). INFLUENCERI KAO ENG. NUDGING ELEMENT U MALOPRODAJI (Master's thesis). Split: University of Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:228:629517

Rejo, Tamara. "INFLUENCERI KAO ENG. NUDGING ELEMENT U MALOPRODAJI." Master's thesis, University of Split, 2022. https://urn.nsk.hr/urn:nbn:hr:228:629517

Rejo, Tamara. "INFLUENCERI KAO ENG. NUDGING ELEMENT U MALOPRODAJI." Master's thesis, University of Split, 2022. https://urn.nsk.hr/urn:nbn:hr:228:629517

Rejo, T. (2022). 'INFLUENCERI KAO ENG. NUDGING ELEMENT U MALOPRODAJI', Master's thesis, University of Split, accessed 01 December 2024, https://urn.nsk.hr/urn:nbn:hr:228:629517

Rejo T. INFLUENCERI KAO ENG. NUDGING ELEMENT U MALOPRODAJI [Master's thesis]. Split: University of Split; 2022 [cited 2024 December 01] Available at: https://urn.nsk.hr/urn:nbn:hr:228:629517

T. Rejo, "INFLUENCERI KAO ENG. NUDGING ELEMENT U MALOPRODAJI", Master's thesis, University of Split, Split, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:228:629517

Metadata
TitleINFLUENCERI KAO ENG. NUDGING ELEMENT U MALOPRODAJI
Title (english)INFLUENCERS AS NUDGING ELEMENT IN THE RETAIL
AuthorTamara Rejo
MentorIvana Plazibat (mentor)
Committee memberMario Dadić (član povjerenstva)
Committee memberKatja Rakušić Cvrtak (član povjerenstva)
GranterUniversity of Split
(University Department of Professional Studies)
(Department of Management, Trade and Tourism)
Split
Defense date and country2022-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Napretkom digitalne tehnologije nastao je novi način komuniciranja i oglašavanja između maloprodavača i potrošača, odnosno pružatelja usluga. Direktna komunikacija i povratne reakcije potrošača omogućile su proizvođačima poboljšanje kvalitete usluge, veći doseg do potencijalnih potrošača putem društvenih mreža i ostalih digitalnih platformi. Završni rad u cijelosti obuhvaća predstavljanje pojma eng. influenceri kao i njihov utjecaj na maloprodaju, što predstavlja novo doba digitalnog marketinga. Razvoj influencera doprinio je novom obliku digitalnog marketinga, što klasičan oblik marketinga i promoviranje nadograđuje za novo digitalno doba. Evolucijom društvenim mreža nastali su influenceri kao posebna skupina koja ima moć utjecaja nad drugim ljudima. Njih, u odnosu na klasične tv reklame, razlikuje kritički osvrt i realno predstavljanje nekog proizvoda. Naglasak je da nijedan proizvod nije savršen, već je prilagođen i dobar određenoj ciljnoj skupini potrošača. Rezultat njihovog rada i kritičkog osvrta ulijeva povjerenje potrošača pri kupnji određenog proizvoda, jednako tako stvara očekivanja prema istome. Tvrtke sve više ulažu svoja financijska sredstva u plaćanju influencera, nego u sponzorirane članke i klasične TV i radio reklame. Novi oblik poslovanja odjeknuo je sa zapada, a nešto kasnije postao prisutan u cijelom svijetu. Važno je naglasiti da je svaki njihov „pratitelj“ ujedno i potencijalni kupac. glavni cilj je sponzoriranog influencera da njegov pratitelj postane i potrošač tog proizvoda. Način na koji upravo ova skupina zvanih influenceri to postiže i time potpomaže prodaji određenih proizvoda, i koji su nedostatci takve promocije razrađeno je u ovom radu.
Abstract (english)
Advances in digital technology have created a new way of communication and advertising between consumers and product retailers or service providers. Direct contact and customer feedback have enabled manufacturers to improve the quality of service and greater reach potential consumers through social networks and other digital platforms. The major paper, as the graduate thesis is entirely about introducing the concept of "influencers," as well as their impact on retail, which is also a new age of digital marketing. The development of influencers has contributed to a new form of digital marketing, which throws classic advertising into the background. With the evolution of social networks, influencers have emerged as a select group that has the power to influence other people. Compared to classic TV commercials, they are distinguished by a critical review and realistic presentation of a product. The emphasis is that no product is perfect, but also tailored to a specific target audience. The result of their work and critical thinking instills consumer confidence in the purchase of a particular product and creates expectations for select items. Companies are increasingly investing their funds in influencers, much more these days than in sponsored articles, and classic TV and radio commercials. A new form of business echoed from the west and later became widespread worldwide.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:228:629517
Study programmeTitle: Business Trade – specialist graduate - professional
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-10-27 13:21:46