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master's thesis
Odnos influencera i publike - povjerenje, društveni utjecaj i promjene u ponašanju
Koprivnica: University North, 2022. urn:nbn:hr:122:248588
Kolar, Arijana
University North
University centre Varaždin
Department of Communicology and Public Relations

Institutional repository: University North Digital Repository

Cite this document

Kolar, A. (2022). Odnos influencera i publike - povjerenje, društveni utjecaj i promjene u ponašanju (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:248588

Kolar, Arijana. "Odnos influencera i publike - povjerenje, društveni utjecaj i promjene u ponašanju." Master's thesis, University North, 2022. https://urn.nsk.hr/urn:nbn:hr:122:248588

Kolar, Arijana. "Odnos influencera i publike - povjerenje, društveni utjecaj i promjene u ponašanju." Master's thesis, University North, 2022. https://urn.nsk.hr/urn:nbn:hr:122:248588

Kolar, A. (2022). 'Odnos influencera i publike - povjerenje, društveni utjecaj i promjene u ponašanju', Master's thesis, University North, accessed 26 June 2024, https://urn.nsk.hr/urn:nbn:hr:122:248588

Kolar A. Odnos influencera i publike - povjerenje, društveni utjecaj i promjene u ponašanju [Master's thesis]. Koprivnica: University North; 2022 [cited 2024 June 26] Available at: https://urn.nsk.hr/urn:nbn:hr:122:248588

A. Kolar, "Odnos influencera i publike - povjerenje, društveni utjecaj i promjene u ponašanju", Master's thesis, University North, Koprivnica, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:122:248588

Metadata
TitleOdnos influencera i publike - povjerenje, društveni utjecaj i promjene u ponašanju
Title (english)Relationship between influencers and their public - trust, social impact and behavioral changes
AuthorArijana Kolar
MentorDarijo Čerepinko (mentor)
Committee memberŽeljka Bagarić (predsjednik povjerenstva)
Committee memberDarijo Čerepinko (član povjerenstva)
Committee memberDijana Vuković (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Communicology and Public Relations)
Koprivnica
Defense date and country2022-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Društvene mreže otvorile su nove komunikacijske kanale i donijele pregršt mogućnosti u digitalnom okruženju. Fenomen influencinga sve je popularniji posljednjih nekoliko godina i sve je češće dio marketinških kampanja raznih brendova. Influenceri su osobe koje imaju velik utjecaj na druge i vrlo su popularni na društvenim mrežama gdje broje više tisuća pratitelja. Oni kroz dvostupanjski tijek komunikacije na društvenim mrežama grade i jačaju odnos između pratitelja i brenda. Postoji više podjela vrsta influencera, no najveća je na mega, makro, mikro i nano influencere. Kakav odnos influenceri imaju s pratiteljima, utječu li svojim objavama na navike i ponašanja pratitelja, vjeruju li korisnici društvenih mreža influencerima koje prate neka su od glavnih pitanja ovoga rada. Na njih se pokušao dobiti odgovor, osim kroz teorijsku osnovu, i kroz kvantitativno istraživanje provedeno anketnim upitnikom pomoću kojeg je ispitano 206 korisnika društvenih mreža te kvalitativnim istraživanjem u kojem je intervjuirano 5 hrvatskih influencera.
Abstract (english)
Social networks have opened new communication channels and brought a handful of possibilities in the digital environment. The phenomenon of influencing has become increasingly popular in the last few years and is increasingly part of the marketing campaigns of various brands. Influencers are people who have a great influence on others and are very popular on social networks where they have thousands of followers. They build and strengthen the relationship between followers and the brand through a two-step flow communication on social networks. There are several classifications of types of influencers, the biggest one is on: mega, macro, micro and nano influencers. What kind of relationship do influencers have with followers, do their posts influence the habits and behaviours of followers, do social network users trust the influencers they follow, these are some of the main questions of this paper. Answers to these questions were searched for, apart from the theoretical basis, and through quantitative research carried out with a survey questionnaire that surveyed 206 users of social networks and through qualitative research in which 5 Croatian influencers were interviewed.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:248588
Study programmeTitle: Public Relations
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra odnosa s javnostima (magistar/magistra odnosa s javnostima)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-11-29 14:34:12