prikaz prve stranice dokumenta Korištenje influencera u integriranim marketinškim kampanjama na primjeru tvrtke FOREO
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master's thesis
Korištenje influencera u integriranim marketinškim kampanjama na primjeru tvrtke FOREO
2021. urn:nbn:hr:233:464811
Solomun, Mateja
Edward Bernays University of Applied Sciences
Department of Public Relations

Cite this document

Solomun, M. (2021). Korištenje influencera u integriranim marketinškim kampanjama na primjeru tvrtke FOREO (Master's thesis). Zagreb: Edward Bernays University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:464811

Solomun, Mateja. "Korištenje influencera u integriranim marketinškim kampanjama na primjeru tvrtke FOREO." Master's thesis, Edward Bernays University of Applied Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:233:464811

Solomun, Mateja. "Korištenje influencera u integriranim marketinškim kampanjama na primjeru tvrtke FOREO." Master's thesis, Edward Bernays University of Applied Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:233:464811

Solomun, M. (2021). 'Korištenje influencera u integriranim marketinškim kampanjama na primjeru tvrtke FOREO', Master's thesis, Edward Bernays University of Applied Sciences, accessed 22 January 2025, https://urn.nsk.hr/urn:nbn:hr:233:464811

Solomun M. Korištenje influencera u integriranim marketinškim kampanjama na primjeru tvrtke FOREO [Master's thesis]. Zagreb: Edward Bernays University of Applied Sciences; 2021 [cited 2025 January 22] Available at: https://urn.nsk.hr/urn:nbn:hr:233:464811

M. Solomun, "Korištenje influencera u integriranim marketinškim kampanjama na primjeru tvrtke FOREO", Master's thesis, Edward Bernays University of Applied Sciences, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:233:464811

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Metadata
TitleKorištenje influencera u integriranim marketinškim kampanjama na primjeru tvrtke FOREO
AuthorMateja Solomun
MentorMaja Samardžić Gašpar (mentor)
GranterEdward Bernays University of Applied Sciences
(Department of Public Relations)
Zagreb
Defense date and country2021-01-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Tradicionalni mediji gube sve više udjela na tržištu zbog novih digitalnih medija. Razvoj interneta koji je omogućio razvoj digitalnih medija, promijenio je način poslovanja i razvoj marketinške komunikacije u hibridni oblik komunikacije koji je doveo poslovanje kompanije u stanje kakvim ga znamo danas – online marketing s kombinacijom korištenja tradicionalnih medijskih kanala. U ovome obliku oglašavanja danas prevladava influencer marketing kao neizostavan dio svakodnevnih promotivnih aktivnosti. Influencer marketing koristi se promoviranjem sadržaja kroz posredništvo utjecajnih pojedinaca engl. influencera te njihovih medijskih kanala kako bi pridobio nove potrošače. Influenceri su pojedinci koji su svoj utjecaj stekli iznošenjem svojih stajališta i kreiranjem sadržaja kroz društvene medije te rastom svojih sljedbenika engl. followera stekli značajni utjecaj koji je prepoznat kao novi način komunikacije brendova. Svaka tvrtka razvija svoje strategije prema potrebama tržišta pa tako i bira influencere prema potrebama svojih kampanja. Međutim, koliko je to učinkovito kod mladih tvrtki i novih proizvoda nije moguće saznati iz starih istraživanja, stoga je za potrebe ovoga rada provedeno kvalitativno istraživanje kroz polustrukturirane intervju s trima razinama menadžmenta FOREO tvrtke. Svrha istraživanja je saznati njihovo razmišljanje o korištenju influencera u integriranim marketinškim kampanjama i smatraju li njihov doprinos bitnim za pozicioniranje tvrtke FOREO na tržištu.
Abstract (english)
Today traditional media is losing the space that it used to have on the marketing market opposed to new digital media. Development of the internet has made digital media grow rapidly and changed their way of business and marketing communication into a hybrid communication that is online marketing and combined it with offline marketing channels making it an integrated marketing communication field. This made the marketing communication and digital world in which we work today. This way of marketing advertising today is influencer marketing, the most popular marketing tool used in marketing campaigns today. Influencer marketing uses content as a mediation tool for creating and sending the message to new customers and users through influencers and their social media platforms. Influencers are self made individuals that advise decision-makers aka potential customers. Every company is making their own decisions about advertising campaigns based on their internal goals and as well decision about choosing the right influencer for those campaigns. To know how FOREO management sees the influencers and they find the suitable for the company and their brand positioning on the market this thesis is showing the research made through semi-structured interview results that was made on three levels of management within the company.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:464811
Study programmeTitle: Public Relations Management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist odnosa s javnošću (stručni specijalist 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 on2024-12-31 15:55:56