INFLUENCER MARKETING

Ovaj se rad temelji na fenomenu influencera i influencer marketinga. Pojašnjava pojave društvenih mreža i njihov razvoj te kroz vremensku crtu razvitka društvenih mreža pokazuje razlog pojave influencera i influencer marketinga. Prikazane su pozitivne i negativne strane ove vrste marketinga te je pojašnjet kroz korake način na koji funkcionira influencer marketing. Kako je influencer marketing usko vezan za digitalni marketing na društvenim mrežama tako je jedan dio rada posvećen pojavi i definiranju digitalnog marketinga. U praktičnom dijelu rada potvrđena je teza koja se pita je li influencer marketing zapravo posao budućnosti i može li se od njega živjeti. Također, u razgovoru sa sugovornicima zaključeno je kako će trend takozvanog „influencanja“ sve aktualniji te da će broj influencera zasigurno rasti.This paper is based upon the phenomenon of influencers and influencer marketing. It also aims to explain the creation of social media and their growth by presengint a timeline of events that led to the creation of „the influencer“. Both positive and negative sides of this marketing practice are debated and explained in this paper, and the paper also explains how the general process of „influencer marketing“ works and what it's based on. Considering the fact that influencer marketing is a part of a larger, digital marketing landscape, it was also important to note the main ideas behind this practice. The second part of the paper is dedcated to interviews that prove that influencer marketing is indeed a job of the future, and lay claim that we can expect even larger growth of this marketing practice in the future, as well as a growh in the number of „influencers“