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master's thesis
Stavovi generacije Z o influencerima
2023. urn:nbn:hr:137:904427
Trusić, Tina
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

Cite this document

Trusić, T. (2023). Stavovi generacije Z o influencerima (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:904427

Trusić, Tina. "Stavovi generacije Z o influencerima." Master's thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:904427

Trusić, Tina. "Stavovi generacije Z o influencerima." Master's thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:904427

Trusić, T. (2023). 'Stavovi generacije Z o influencerima', Master's thesis, University of Pula, accessed 28 April 2024, https://urn.nsk.hr/urn:nbn:hr:137:904427

Trusić T. Stavovi generacije Z o influencerima [Master's thesis]. Pula: University of Pula; 2023 [cited 2024 April 28] Available at: https://urn.nsk.hr/urn:nbn:hr:137:904427

T. Trusić, "Stavovi generacije Z o influencerima", Master's thesis, University of Pula, Pula, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:137:904427

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Metadata
TitleStavovi generacije Z o influencerima
Title (english)Generation Z opinion about influencers
AuthorTina Trusić
MentorIva Slivar (mentor)
Committee memberTamara Floričić (predsjednik povjerenstva)
Committee memberIva Slivar (član povjerenstva)
Committee memberRoberta Kontošić Pamić (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2023-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
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 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.
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 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.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:904427
Study programmeTitle: 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
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-09-25 10:06:50