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undergraduate thesis
Influenceri kao poželjna ekstenzija tradicionalnim odnosima s javnošću
2018. urn:nbn:hr:233:409009
Karlić, Ivana
Edward Bernays University of Applied Sciences
Department of Public Relations

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Karlić, I. (2018). Influenceri kao poželjna ekstenzija tradicionalnim odnosima s javnošću (Undergraduate thesis). Zagreb: Edward Bernays University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:409009

Karlić, Ivana. "Influenceri kao poželjna ekstenzija tradicionalnim odnosima s javnošću." Undergraduate thesis, Edward Bernays University of Applied Sciences, 2018. https://urn.nsk.hr/urn:nbn:hr:233:409009

Karlić, Ivana. "Influenceri kao poželjna ekstenzija tradicionalnim odnosima s javnošću." Undergraduate thesis, Edward Bernays University of Applied Sciences, 2018. https://urn.nsk.hr/urn:nbn:hr:233:409009

Karlić, I. (2018). 'Influenceri kao poželjna ekstenzija tradicionalnim odnosima s javnošću', Undergraduate thesis, Edward Bernays University of Applied Sciences, accessed 14 December 2024, https://urn.nsk.hr/urn:nbn:hr:233:409009

Karlić I. Influenceri kao poželjna ekstenzija tradicionalnim odnosima s javnošću [Undergraduate thesis]. Zagreb: Edward Bernays University of Applied Sciences; 2018 [cited 2024 December 14] Available at: https://urn.nsk.hr/urn:nbn:hr:233:409009

I. Karlić, "Influenceri kao poželjna ekstenzija tradicionalnim odnosima s javnošću", Undergraduate thesis, Edward Bernays University of Applied Sciences, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:233:409009

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Metadata
TitleInfluenceri kao poželjna ekstenzija tradicionalnim odnosima s javnošću
AuthorIvana Karlić
MentorIvana Jeleč (mentor)
GranterEdward Bernays University of Applied Sciences
(Department of Public Relations)
Zagreb
Defense date and country2018-11-07, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Ovaj rad tematizira, prvo u kontekstu ranih komunikacijskih teorija, a zatim i suvremenih analiza osobnog utjecaja, položaj influencera u okvirima tradicionalnih medija i u kolikoj je mjeri taj položaj analogan onome koji zauzimaju u novim medijima. Povijesni pregled prate različite definicije influencera kao i teorije koje naglašavaju njihovu važnost u priopćavanju informacija i oblikovanju mišljenja onih na koje utječu. U suvremeno doba influenceri su prepoznati kao važni suradnici u prenošenju oglašivačkih poruka, stoga rad donosi i pregled influencera koji djeluju na društvenim mrežama te konkretnim primjerima ilustrira njihov rastući položaj u kontekstu novih medija, a koji rezultira unosnim marketinškim suradnjama. Iznesene su konkretne, dostupne brojke i analize učinka, kao i pregled dostupnih alata za takve analize. Rad zaključuje kako je usmena predaja (eng. word of mouth) izrazito efikasna u dopiranju do ciljne publike zbog čega se brendovi sve više okreću nišnom marketingu šaljući svoje poruke preko odabranih influencera.
Abstract (english)
This paper focuses, firstly in the context of early communication theories and including the contemporary analysis of personal influence, on the position of influencers within the traditional media, and its analogy to the position they take in the area of the new media. The historical review is followed by different definitions of influencers as well as theories that emphasize their importance in communicating information and shaping the opinions of those who they influence. In modern times, influencers are recognized as important contributors to the transmission of advertising messages, so this paper also focuses on the analysis of influencers on social networks, illustrating by concrete examples their growing position in the context of a new media which results in lucrative marketing co-operations. This paper also presents available figures and performance analysis, as well as an overview of available tools for such analysis. The paper concludes that word of mouth is an extremely effective method of reaching the target audience, which is why brands are increasingly turning to niche marketing by sending their messages through selected influencers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:409009
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 on2024-03-18 08:17:16