Title Influenceri: novi način promoviranja proizvoda i utjecaja na prodaju Title (english) Influencers: a New Way of Promoting Products and the Impact on Sales Author Toni Višić Mentor Dragan Benazić (mentor)Committee member Erik Ružić (predsjednik povjerenstva)Committee member Dragan Benazić (član povjerenstva)Committee member Danijela Križman Pavlović (član povjerenstva)Granter University of Pula Defense date and country 2021-09-08, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Generacije današnjih korisnika društvenih mreža imaju potrebu za raznolikošću i stalnim mijenjanjem tržišta. Poduzeća su to prepoznala i svoj marketing su preusmjerila prema njima. Nositelji takvog tipa marketinga svojim znanjem i kreativnošću prenose krajnjim kupcima sve potrebne informacije, prikupljaju od njih informacije i tako stvaraju krug zadovoljnog poduzeća i kupca.
Prosjek korištenja društvenih mreža je sve veći s razvijanjem tehnologije. S danom kada je kupcima sve postalo dostupno na dlanu, promijenio se marketinški pristup prema istima. Influenceri su glavna nit vodilja prema njima i sve veće je ulaganje u iste. Kako bi se postao influencer potrebno je imati puno korisnika društvenih mreža koji prate razvoj istoga. Poduzeća prema tim podacima mogu automatski vidjeti koji će influencer napraviti veći utjecaj na korisnike, a koji neće. Sklapaju se određeni ugovori između poduzeća i influencera i tada se mjeri prodaja usluge ili proizvoda.
Influenceri opisani u radu imaju dugi niz godina svoj status na društvenim mrežama, a i svaka stvar njihovog privatnog života je predstavljena javnosti te time imaju veliki utjecaj na društvo u cjelini. Taj posao i način života može biti vrlo stresan za iste pa se tako i javljaju smrtni ishodi osoba koje pokušavaju raznim stvarima doći do sve većeg broja ljudi.
U budućnosti se očekuje ne samo porast takvog načina oglašavanje već i potreba od strane poduzeća. Razvojem tehnologije i digitalizacijom društva više neće značiti klasični marketinški pristup već će se sva poduzeća preusmjeriti na digitalne potrebe društva. Tržište je jako razvijeno, a konkurencija iz dana u dan sve veća i poduzeća koja neće se moći digitalno prilagoditi, a u Hrvatskoj ih ima još puno, će imati negativan trend rasta prodaje i usluge što može dovesti do zatvaranja poduzeća.
Abstract (english) Today's generation of social media users have a constant need for diversity and changes within markets. Businesses have recognized that need and redirected their marketing towards them. Leaders in that type of marketing use their knowledge and creativity to transfer all the necessary information to the end customer and collect new information from them in order to create a bond between satisfied business and customer. Percentage of social media usage is increasing in proportion with the development of technology. In that moment when everything became available to the customer, marketing changed their approach towards them. Nowadays marketing focuses on influencers which are main guiding thread towards customers, why we can see a growing number of investments put in them. In order to have an influence, influencers need to have a lot of social media followers. Then, according to this type of date such as number of followers and likes, marketing department can see which influencer will make biggest impact on the targeted customer. Business and influencer get into the contract and then the rate of sale of service or a product is measured. Influencer which have been mentioned in this work have years of experience and credibility, and since their whole life is out in the world and in the public eye they have a lot of influence on everybody. This type of living can be stressful why there are a lot of cases of death caused by people trying to get as many followers as possible. In future not only that it is expected an increase of this type of advertisement, but also the need of companies for it. With the development of technology and the digitalization of society, they will no longer be the classic marketing approach, but all businesses will transfer to digital needs of society. The market is highly developed, and the competition of companies is growing day by day, businesses which will not be able to adapt digitally and there are many in Croatia, they will have a negative growth trend in sales and services which can lead to company closures.
Keywords
Ključne riječi: marketing
individualnost
generacija y
plasiranje proizvoda
influenceri
Keywords (english)
Keywords: marketing
individuality
generation y
product placement
influencers
Language croatian URN:NBN urn:nbn:hr:137:972822 Study programme Title: Business Economics; Finance, Economics, Financial Management, Management and Entrepreneurship, Marketing Management, Business Informatics, Tourism; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics, Financial Management, Informatics Management Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2021-09-10 13:51:55
