Utjecaj influencera na odluku o kupnji ; The impact of influencers on the purchase decision

Tema ovog završnog rada je utjecaj influencera na odluku o kupnji, korištenjem marketing influencera. Influnceri su osobe koje povezuju i približavaju marku potrošaču u području digitalnog marketing te promoviraju proizvode i usluge tvrtke na što autentičniji način. U radu je razrađena strategija marketinga influencera, odnosno njeni koraci koji vode uspješnom i kvalitetnom poslovanju. Analizirana je popularnost društvenih mreža u marketingu influencera, a najpopularnije mreže su Instagram, TikTok, Facebook i YouTube. Navedena je podjela influencera prema broju pratitelja na nano, mikro, makro i mega influencere te podjela prema sadržaju kojeg objavljuju na društvenim mrežama. S obzirom da influenceri imaju jak utjecaj na potrošače u procesu donošenja odluke o kupnji, ovaj rad bavi se tom problematikom, kao i ispitivanjem utjecaja influencera na ponašanje potrošača koje je provedeno empirijskim istraživanjem. ; The topic of this undergraduate thesis is the impact of influencers on the purchase decision using influencer marketing. Influencers are people who connect and show the brand to the customers in the field of digital marketing and promote the company's products and services in the most authentic way. The paper elaborates the influencer marketing strategy and its steps that lead to successful and highquality business. The popularity of social networks among influencer marketing is analyzed and the most popular social networks are Instagram, TikTok, Facebook and YouTube. Influencers are classified by number of followers into nano, micro, macro and mega and they are also classified by content published on social networks. Considering that influencers have a strong impact on a purchase decision of consumers, this paper deals with researching the impact of influencers on consumer behavior, which was conducted through empirical research.