Uloga influencer marketinga na B2C tržištu

This bachelor thesis examines influencer marketing and its role on the B2C market. In this work, specifics of the B2C market have been analysed, compared to the B2B market and the terms influencer marketing and influencer have been defined. The author also analysed the influencer strategy of the international skincare company FOREO. For more insights on how important influencer marketing on the B2C market really is, a research on members of the Generation Y was conducted.Tema ovog završnog rada analiza je influencer marketing i njegove uloge na B2C tržištu. U ovom radu analizirane su karakteristike B2C tržišta u usporedbi s B2B tržištem i definirana su značenja izraza influencer marketing i influencer. Autorica završnog rada istražila je strategiju influencer marketinga međunarodne tvrtke za njegu kože FOREO. Za detaljniji i precizniji uvid u važnost utjecaja influncer marketinga na B2C tržište provedeno je istraživanje nad pripadnicima generacije X