نبذة مختصرة : U teorijskom dijelu rada se objašnjava pojam digitalnih influencera koji su predvodnici suvremenog načina oglašavanja i digitalnog marketinga. Opisane su generacije Y i generacije Z da bi se pobliže objasnile razlike i norme među generacijama. Objašnjena je podjela influencera s obzirom na broj publike koja ih prati na društvenim mrežama i s obzirom na njihovo djelovanje na društvenim mrežama, te je obrazloženo kupovno ponašanje potrošača kao i čimbenici utjecaja. Nakon teorijskog dijela provedeno je istraživanje da bi se donio zaključak o utjecaju influencera na odabir turističke destinacije. Istraživanje je provedeno na terenu putem anketnog upitnika na uzorku od 143 ispitanika iz četiri različite dobne skupine. Na temelju odgovora ispitanika u anketnom upitniku koji se sastoji od 21 pitanja doneseno je mišljenje i zaključak o utjecaju influencera na odabir destinacije za odmor. ; Theoretical part of the paper explains the concept of digital influencers who are leaders of the modern way of advertising and digital marketing. Generation Y and Generation Z are described to explain the differences and norms between the generations. The division of influencers is written with regard to the number of audiences that follow them on social networks and the type of their activity on social networks. The concept of consumers and their behavior is defined and factors that influence their behevior. After the theoretical part, research was conducted to reach a conclusion about the impact of influencers on the choice of a tourist destination. Field research was conducted using a questionnaire on a sample of 143 respondents from four different age groups. Based on the respondents' answers in the survey questionnaire, which consists of 21 questions, an opinion and conclusion was made about the impact of influencers on choosing a vacation destination.
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