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undergraduate thesis
Utjecaj influencera na potrošnju i kupovne navike
2024. urn:nbn:hr:143:971419
Vukšić, Milena
Šibenik University of Applied Sciences
Management

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Vukšić, M. (2024). Utjecaj influencera na potrošnju i kupovne navike (Undergraduate thesis). Šibenik: Šibenik University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:143:971419

Vukšić, Milena. "Utjecaj influencera na potrošnju i kupovne navike." Undergraduate thesis, Šibenik University of Applied Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:143:971419

Vukšić, Milena. "Utjecaj influencera na potrošnju i kupovne navike." Undergraduate thesis, Šibenik University of Applied Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:143:971419

Vukšić, M. (2024). 'Utjecaj influencera na potrošnju i kupovne navike', Undergraduate thesis, Šibenik University of Applied Sciences, accessed 11 December 2024, https://urn.nsk.hr/urn:nbn:hr:143:971419

Vukšić M. Utjecaj influencera na potrošnju i kupovne navike [Undergraduate thesis]. Šibenik: Šibenik University of Applied Sciences; 2024 [cited 2024 December 11] Available at: https://urn.nsk.hr/urn:nbn:hr:143:971419

M. Vukšić, "Utjecaj influencera na potrošnju i kupovne navike", Undergraduate thesis, Šibenik University of Applied Sciences, Šibenik, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:143:971419

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Metadata
TitleUtjecaj influencera na potrošnju i kupovne navike
Title (english)The impact of influencers on consumerism and buying habits
AuthorMilena Vukšić
MentorIvana Bratić (mentor)
Committee memberGoran Crnica (predsjednik povjerenstva)
Committee memberIvana Bratić (član povjerenstva)
Committee memberIvana Kardum Goleš (član povjerenstva)
GranterŠibenik University of Applied Sciences
(Management)
Šibenik
Defense date and country2024-09-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
U posljednjih nekoliko godina svijet društvenih mreža bilježi izniman porast. Društvene mreže ne ispunjavaju danas samo svoju prvotnu namjenu povezivanja ljudi sa članovima obitelji i prijateljima, već su uspješno integrirane i u poslovne sfere pa su tako, već neko vrijeme, neizostavan dio svake uspješne marketinške kampanje i sveukupnog poslovanja brandova. Ove mreže značajno doprinose evoluciji komuniciranja tako što omogućuju korisnicima povezivanje u zajednice, redovitu razmjenu informacija pa korisnici tako imaju mogućnost kreirati i slobodno distribuirati vlastiti sadržaj što im daje značajnu vidljivost. Time korisnici ostvaruju utjecaj nad pojedincima koji gledaju ili prate njihov sadržaj, a brandovi taj utjecaj koriste u svrhu stvaranja povezanosti sa kupcima te u svrhu povećanja prihoda. Međutim ovakvim marketinškim strategijama se više nego ikada prije promovira konzumerizam koji nanosi veliku štetu društvu i okolišu jer stvara prekomjerne količine otpada, zagađuje planet te potiče pohlepu i potrošački mentalitet općenito.
Abstract (english)
In the last few years, the world of social networks has seen tremendous growth. Today, social networks not only fulfill their original purpose of connecting people with family members and friends, but have also been successfully integrated into business sp heres, becoming an indispensable part of every successful marketing campaign and the overall business of brands. These networks significantly contribute to the evolution of communication by enabling users to connect to communities, to exchange information, so users have the opportunity to create and freely distribute their own content, which gives them significant visibility. In this way, users gain influence over individuals who watch or follow their content, and brands use this influence for the purpose o f creating connections with customers and for the purpose of increasing their revenue. However, these types of marketing strategies promote consumerism more than ever before, which causes great damage to society and the environment as a whole because it cr eates excessive amounts of waste, pollutes the planet and encourages greed and the consumer mentality in general.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:143:971419
Study programmeTitle: Tourism Management; Tourism Management, Information Management - undergraduate - professional study; specializations in: Tourism Management, Information Management
Course: Tourism 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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-09-23 08:14:56