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undergraduate thesis
INFLUENCERI I NJIHOV UTJECAJ NA POTROŠAČKU ODLUKU
2019. urn:nbn:hr:180:196886
Kozjak Lesički, Natalia
Zagreb School of Business

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Kozjak Lesički, N. (2019). INFLUENCERI I NJIHOV UTJECAJ NA POTROŠAČKU ODLUKU (Undergraduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:196886

Kozjak Lesički, Natalia. "INFLUENCERI I NJIHOV UTJECAJ NA POTROŠAČKU ODLUKU." Undergraduate thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:196886

Kozjak Lesički, Natalia. "INFLUENCERI I NJIHOV UTJECAJ NA POTROŠAČKU ODLUKU." Undergraduate thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:196886

Kozjak Lesički, N. (2019). 'INFLUENCERI I NJIHOV UTJECAJ NA POTROŠAČKU ODLUKU', Undergraduate thesis, Zagreb School of Business, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:180:196886

Kozjak Lesički N. INFLUENCERI I NJIHOV UTJECAJ NA POTROŠAČKU ODLUKU [Undergraduate thesis]. Zagreb: Zagreb School of Business; 2019 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:180:196886

N. Kozjak Lesički, "INFLUENCERI I NJIHOV UTJECAJ NA POTROŠAČKU ODLUKU", Undergraduate thesis, Zagreb School of Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:180:196886

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Metadata
TitleINFLUENCERI I NJIHOV UTJECAJ NA POTROŠAČKU ODLUKU
Title (english)Influencers and their impact on consumer's decision
AuthorNatalia Kozjak Lesički
MentorDijana Vuković (mentor)
Committee memberGoran Luburić (predsjednik povjerenstva)
Committee memberNeven Šipić (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2019-07-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Suvremeni potrošač s vremenom je postao sve kompleksniji i zahtjevniji te očekuje uživati u svojim potrošačkim pravima. Potaknuti navedenim, većina proizvođača bilo je primorano preseliti svoju komunikaciju, kao i samo poslovanje, na društvene mreže. Društvene mreže poput Facebooka, Instagrama i YouTubea postale su sastavni dio u kontaktu s kupcem te su im otvorila mnoga vrata. Proizvođači mogu u svakom trenutku pratiti aktivnosti svojih korisnika te time utjecati na čimbenike koji će im omogućiti bolju prodaju, a samim time i bolji odnos s potrošačima. Mlađe generacije su čitav svoj život preselile na društvene mreže, stoga se proizvođači trude doprijeti do njih s obzirom na to da su im upravo oni budući korisnici kojima trebaju pružati posebnu pažnju. Unazad par godina pojavilo se zanimanje influencer kojeg karakterizira jak utjecaj na pojedine ljude u svrhu informiranja i prodaje određenog proizvoda ili usluge. Stoga su proizvođači uvidjeli priliku kako im je marketinška strategija angažiranja influencera donijela bolje rezultate nego bilo koji oblik promocije prije.
Abstract (english)
Over time, contemporary consumer became more and more complex and more demanding and he expects to enjoy in his consumer rights. Encouraged by previously mentioned, most of producers were forced to move their communication, as well as business itself on social media. Social media like Facebook, Instagram and YouTube became integral part in contact with customer and opened many doors for them. Producers are able to track the activity of their users at any moment and influence on factors that will enable them better sale and therefore better relationship with consumers. Younger generations have moved their entire life on social media, and therefore producers strive to reach them whereas they are the future beneficiaries to whom they need provide special attention. Ove the last few years profession influencer appeared which is characterized as strong influence on individual people in purpose of informing and selling specific product or service. Therefore, manufacturers have seen the opportunity for their marketing strategy by engaging influencers to deliver better results than any form of promotion before.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:196886
Study programmeTitle: Marketing management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/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 on2019-08-28 10:28:06