INFLUENCERI KAO EFIKASAN ALAT DIGITALNIH TRŽIŠNIH KOMUNIKACIJA

Posljednjih godina u Hrvatskoj raste učestalost korištenja društvenih mreža, a time i influencera kao alata u digitalnim tržišnim komunikacijama. Influenceri su javne i poznate osobe koje djeluju na društvenim mrežama i imaju utjecaja na publiku koja ih prati. U ovom radu opisan je pojam influencera kako bi se stekao uvid u način njihovog djelovanja i održavanja autentičnost. Influenceri kompanijama pomažu pri dosezanju publike koja nije upoznata s brandom ili proizvodima koje brand prodaje. Korištenjem kreativnih načina predstavljanja proizvoda upoznaje publiku s učincima proizvoda i potiče ih na kupnju. S obzirom da je influencer okružen publikom koja je zainteresirana za teme kojima se bavi na svom profilu ima njihovu pažnju i povjerenje. Prilikom odabira influencera kompanije trebaju sagledati nekoliko čimbenika poput autentičnost kojom influenceri privlače, njihov odnos i povjerenje koje grade sa svojom publikom, doseg, relevantnost te efikasnost. Kroz anketni upitnik istraženi su stavovi i mišljenja pratitelja, a dubinskim intervjuom s influencerima analiziran je marketinški nastup i komunikacija influencera na digitalnim kanalima. Rad pruža korisne sugestije o tome kako primijeniti relevantne kriterije u odabiru odgovarajućih influencera i kako iskoristiti njihov potencijal za pozicioniranje brandova u određene tržišne segmente.In recent years, the frequency of using social networks and therefore influencers as a tool in digital marketing communications has been increasing in Croatia. Influencers are public celebrities who act on social networks and have an impact on the audience who follows them. This paper describes the concept of influencers in order to gain insight into how they work and maintain their authenticity. Influencers help companies reach audiences who are unfamiliar with the brand or products the brand is selling. By using creative ways to introduce the product, it introduces the audience to the effects of the product and encourages them to buy. Because an influencer is surrounded by an audience that is interested in the topics he / she deals with on his / her profile, they have their attention and confidence. When selecting influencers, companies need to consider several factors such as the authenticity with which influencers attract, their relationship and the confidence they build with their audience, reach, relevance, and efficiency. Through the questionnaire, the attitudes and opinions of the followers were explored, and an in-depth interview with influencers analyzed the influencer's marketing performance and communication on digital channels. The paper provides useful suggestions on how to apply the relevant criteria in selecting the appropriate influencers and how to harness their potential for positioning brands in specific market segments