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undergraduate thesis
Influenceri na društvenim mrežama
2018. urn:nbn:hr:233:388360
Devčić, Morena
The Edward Bernays College of Communication Management
Department of Public Relations

Cite this document

Devčić, M. (2018). Influenceri na društvenim mrežama (Undergraduate thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:388360

Devčić, Morena. "Influenceri na društvenim mrežama." Undergraduate thesis, The Edward Bernays College of Communication Management, 2018. https://urn.nsk.hr/urn:nbn:hr:233:388360

Devčić, Morena. "Influenceri na društvenim mrežama." Undergraduate thesis, The Edward Bernays College of Communication Management, 2018. https://urn.nsk.hr/urn:nbn:hr:233:388360

Devčić, M. (2018). 'Influenceri na društvenim mrežama', Undergraduate thesis, The Edward Bernays College of Communication Management, accessed 16 January 2021, https://urn.nsk.hr/urn:nbn:hr:233:388360

Devčić M. Influenceri na društvenim mrežama [Undergraduate thesis]. Zagreb: The Edward Bernays College of Communication Management; 2018 [cited 2021 January 16] Available at: https://urn.nsk.hr/urn:nbn:hr:233:388360

M. Devčić, "Influenceri na društvenim mrežama", Undergraduate thesis, The Edward Bernays College of Communication Management, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:233:388360

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Metadata
TitleInfluenceri na društvenim mrežama
AuthorMorena Devčić
MentorMaja Samardžić Gašpar (mentor)
GranterThe Edward Bernays College of Communication Management
(Department of Public Relations)
Zagreb
Defense date and country2018-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Društvene su mreže uvelike promijenile način na koji se kreira javno mišljenje. Važnu ulogu u tome imaju influenceri koji su nositelji velikih promjena u svijetu marketinga. Influencer marketing postao je moćni alat kojim se brendovi i proizvodi pozicioniraju na tržištu i predstavlja način za brzo ostvarivanje marketinških ciljeva. Globalno je prepoznata vrijednost influencer marketing jer takva vrsta marketinga nadmašuje promotivne aktivnosti putem tradicionalnih medija kao što su letci, plakati, novine, radio i televizija. Naime, influenceri zahvaljujući svojoj popularnosti imaju veliki doseg prilikom objave svojih sadržaja na društvenim mrežama i postaju aktivni kreatori mišljenja i stavova kod svojih pratitelja. U ovom završnom radu kroz primjer celebrity megainfluencerice Ellen DeGeneres, fitnes makroinfluencera Nikole Jovanovića i lifestyle makroinfluencerice Elle Dvornik objasnit ćemo način na koji posluju uspješni influenceri. Objasnit ćemo način na koji su oni postali uspješni influenceri, kojim društvenim mrežama se koriste, koja ima je ciljana publika, način na koji se diferenciraju od konkurencije i kako održavaju svoju popularnost.
Abstract (english)
Social networks have largely changed the way public opinion is created. Influencers play an important role in the marketing world. Influencer marketing has become a powerful tool for positioning brand and product on the market and it is a way to quickly achieve marketing goals. The influencer marketing is globally recognized because such a type of marketing surpasses promotional activities through traditional media such as flyers, posters, newspapers, radio, and television. Namely, influencers thanks to their popularity have a big reach on social networks and become active creators of the opinions and attitudes of their followers. In this final work with an example of celebrity mega-influencer Ellen DeGeneres, fitness macro-influencer Nikola Jovanović and lifestyle macro-influencer Ella Dvornik, we will explain the way that successful influencers do business. We will explain the way how they become successful influencers, which social networks they used, their targeted audience, how they differ from the competition and how they maintain their popularity.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:388360
Study programmeTitle: Communication management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/ca odnosa s javnošću (stručni/a prvostupnik/ca odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-08-20 14:46:03