Title Stavovi generacije Z o influencerima Title (english) Generation Z opinion about influencers Author Tina Trusić Mentor Iva Slivar (mentor)Committee member Tamara Floričić (predsjednik povjerenstva)Committee member Iva Slivar (član povjerenstva)Committee member Roberta Kontošić Pamić (član povjerenstva)Granter University of Pula Defense date and country 2023-09-19, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Generacija Z, digitalno urođena kohorta rođena između sredine 1990-ih i ranih 2010-ih, ima jedinstvenu perspektivu o utjecajnim osobama u modernom dobu društvenih medija. Generacija Z pokazuje zdravu dozu skepticizma kada su u pitanju influenceri, cijeneći autentičnost i transparentnost iznad svega. Usavršili su svoju sposobnost otkrivanja neautentičnosti i gravitiraju prema influencerima koji pokazuju istinsku osobnost i otvoreno govore o svojim životima. Društveni uzroci i aktivizam snažno
... More odjekuju kod generacije Z i oni očekuju od utjecajnih osoba da iskoriste njihove platforme za pozitivne promjene. Generacija Z povezuje se s influencerima koji se zalažu za pitanja socijalne pravde, promiču inkluzivnost i bave se važnim temama poput klimatskih promjena i mentalnog zdravlja. Generacija Z želi aktivan angažman i interaktivnost s influencerima. Žele sudjelovati u razgovorima, postavljati pitanja i čuti njihovo mišljenje. Utjecaji koji njeguju istinske veze i surađuju sa svojim sljedbenicima na smislene načine vjerojatnije će privući i zadržati pozornost generacije Z. Razumijevanje pogleda Generacije Z na influencere ključno je za same influencere i brendove koji se žele povezati s ovom demografskom skupinom. Autentičnost, društveni utjecaj, inkluzivnost, angažman i poduzetnička inspiracija ključni su čimbenici koji utječu na percepciju i utjecaj influencera među generacijom Z. Usklađivanjem s tim vrijednostima, influenceri mogu stvoriti značajne veze s ovom utjecajnom generacijom koja se stalno razvija. Less Abstract (english) Generation Z, the digitally born cohort bornbetween the mid-1990s and early 2010s, has a unique perspective on influencers in the modern age of social media. Generation Z shows a healthy dose of skepticism when it comes to influencers, valuing authenticity and transparency above all else. They have perfect edtheirability to detect inauthenticity and gravitate towards influencers who show genuine personality and speak openly about their lives. Social causes and activism resonate strongly
... More with Gen Z and they expect influencers to use their platforms for positive change. Generation Z connects with influencers who champion social justice issues, promote inclusivity, and address important topics like climate changeand mental health. Generation Z wants active engagement and interactivity with influencers. They want to participate in conversations, ask questions and hear their opinions. Influencers who cultivate genuine connections and engage with their followers in meaningful ways are more likely to attract and retain the attention of Gen Z. Understanding Gen Z's view of influencers is critical for influencers themselves and brandslooking to connect with this demographic. Authenticity, socialimpact, inclusivity, engagement and entrepreneurialinspiration are key factors influencing the perceptionand influence of influencers among Gen Z. By aligning with these values, influencers can create meaningful connections with this ever-evolving generation of influencers. Less Keywords
Generacija Z
influenceri
utjecaj
pozitivni i negativni aspekti
autentičnost
društveni utjecaj
društvene mreže
Keywords (english)
Generation Z
inflluencers
influence
positive and negative aspects
authenticity
social influence
social media
Language croatian URN:NBN urn:nbn:hr:137:904427 Study programme Title: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2023-09-25 10:06:50
