prikaz prve stranice dokumenta Utjecaj influencer marketinga na generaciju Z
Access restricted to students and staff of home institution
undergraduate thesis
Utjecaj influencer marketinga na generaciju Z
2024. urn:nbn:hr:180:213242
Matić, Lucija
Zagreb School of Business

Cite this document

Matić, L. (2024). Utjecaj influencer marketinga na generaciju Z (Undergraduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:213242

Matić, Lucija. "Utjecaj influencer marketinga na generaciju Z." Undergraduate thesis, Zagreb School of Business, 2024. https://urn.nsk.hr/urn:nbn:hr:180:213242

Matić, Lucija. "Utjecaj influencer marketinga na generaciju Z." Undergraduate thesis, Zagreb School of Business, 2024. https://urn.nsk.hr/urn:nbn:hr:180:213242

Matić, L. (2024). 'Utjecaj influencer marketinga na generaciju Z', Undergraduate thesis, Zagreb School of Business, accessed 05 February 2025, https://urn.nsk.hr/urn:nbn:hr:180:213242

Matić L. Utjecaj influencer marketinga na generaciju Z [Undergraduate thesis]. Zagreb: Zagreb School of Business; 2024 [cited 2025 February 05] Available at: https://urn.nsk.hr/urn:nbn:hr:180:213242

L. Matić, "Utjecaj influencer marketinga na generaciju Z", Undergraduate thesis, Zagreb School of Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:180:213242

Please login to the repository to save this object to your list.
Metadata
TitleUtjecaj influencer marketinga na generaciju Z
Title (english)The influence of influencer marketing on generation Z
AuthorLucija Matić
MentorGoran Luburić (mentor)
MentorTatjana Pavković (mentor)
Committee memberTomislav Ivančević (predsjednik povjerenstva)
Committee memberPredrag Čudina (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2024-10-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj rad istražuje utjecaj influencer marketinga na potrošačke odluke generacije Z, s naglaskom na specifična obilježja i ponašanje ove demografske skupine. Generacija Z obuhvaća osobe rođene između sredine 1990-ih i ranih 2010-ih. Odrasla je u digitalnom dobu i pokazuje specifične karakteristike kada je riječ o marketingu na društvenim mrežama. Rad analizira ključna obilježja influencer marketinga, uključujući teorijski okvir, etičke izazove i uspješne kampanje. Posebna pozornost posvećena je istraživanju psihološkog utjecaja influencera na ovu generaciju te trendovima u sadržaju i kampanjama koje privlače generaciju Z.
Abstract (english)
This paper explores the impact of influencer marketing on the purchasing decisions of Generation Z, with a focus on the specific characteristics and behavior of this demographic group. Generation Z includes individuals born between the mid-1990s and early 2010s. Having grown up in the digital age, they exhibit unique traits when it comes to social media marketing. The paper analyzes key aspects of influencer marketing, including the theoretical framework, ethical challenges, and successful campaigns. Special attention is given to examining the psychological influence of influencers on this generation, as well as trends in content and campaigns that attract Generation Z.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:213242
Study programmeTitle: Marketing and Communications Undergraduate studies
Study programme type: professional
Study level: undergraduate
Academic / professional title: prvostupnik/prvostupnica (baccalaureus/baccalaurea) marketinga i komunikacija (prvostupnik/prvostupnica (baccalaureus/baccalaurea) marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2025-02-05 16:33:08