Communication modality of influencers in the digital environment

Svrha ovog rada je prikazati i objasniti nove oblike digitalnog poslovanja koje su sa sobom donijeli influenceri, utjecajne osobe zbog kojih se dešavaju mnoge promjene u svijetu i u odnosima s javnošću. Budući da je internet postao, osim sredstva zabave, mjesto gdje se ljudi obrazuju, pa i ostvaruju nove poslovne suradnje- možemo reći da je njegova važnost vrlo velika. Iz tog je razloga bitno istražiti na koji način uspješni influenceri komuniciraju s publikom. Ovim radom dokazano je da influenceri foto objavama ostvaruju najbolju interakciju i time poslovnu uspješnost svog profila na društvenim mrežama. Također, Instagram je glavna društvena mreža preko koje influenceri u Hrvatskoj komuniciraju s javnošću.The purpose of this paper is to showcase and explain the new forms of digital business brought by influencers, influential people, which are causing many changes in the world and in public relations. Since the internet has become the main source of entertainment, a place where people are educated and new business co-operations are being realized - we can say that it's importance is tremendous. For this reason, it is important to explore how successful influencers communicate with the audience. This work proves that photo posts by influencers achieve the best interaction and business performance of their social network profiles. Also, Instagram is the main social network through which influencers in Croatia communicate with the public