Multimedia photography capabilities on Instagram : Graduate paper

Tehnološki napredak i nastanak društvenih mreža utjecao je na promjenu percepcije fotografije, a njene su multimedijalne mogućnosti postale važan adut marketinških stručnjaka u digitalnom okruženju. Fotografija je danas široko dostupna zahvaljujući naprednim fotoaparatima, mobilnim uređajima, društvenim mrežama zbog kojih se novi fotografski sadržaj neprestano iznova stvara. Takve okolnosti stvorile su, između ostalog, i preduvjete za nastanak influencera marketinga, odnosno influencera i content kreatora. Influenceri i content kreatori su osobe koje stvaraju sadržaj s ciljem plasiranja na društvene mreže. Danas u influencer marketing ulaže sve više poduzeća, a iako vladaju podijeljena mišljenja oko toga što influenceri rade, koje su koristi influencer marketinga za poslovne subjekte te kako pravilno provoditi influencer marketing, ovaj dio marketinga konstantno raste. Rad, uz teorijski pregled najvažnijih pojmova, kroz praktično istraživanje pruža i odgovore na pitanja koliko su poslovni subjekti upoznati s influencer marketing kampanjama, provode li ih te mjere li ROI nakon izvršene kampanje, kako influenceri vide svoju ulogu, njihovo zadovoljstvo, način na koji dogovaraju suradnje s poslovnim subjektima, imaju li uvid u ROI nakon odrađene kampanje itd. Na kraju istraživanja uspoređeni su odgovori obiju strana kako bi se dobila cjelokupna slika o influencer marketingu u Hrvatskoj.With technological progress and the invention of social networks, photography has changed. Social networks have increased the multimedia possibilities of photography and thus photography has become the main tactic of marketing professionals when using social networks. Photography has become widely available due to great technological advances, most people use advanced cell phones, social networks and publish photos relatively often. Over time, social networks and photography have created the preconditions for the emergence of influencers and content creators. Influencers and content creators are people who create content with the aim of placing it on social networks. Today, more and more companies are investing in influencer marketing. Although there are divided opinions about what influencers do, what are the benefits of influencer marketing for businesses and how to properly conduct influencer marketing, this part of marketing is constantly growing. This paper investigates how familiar business entities are with influencer marketing campaigns, whether they implement them and whether they measure ROI after the campaign. The paper also explores the opinion of influencers about the work they do, their satisfaction, the way they negotiate collaborations with business entities and ROI awareness after the campaign. At the end of the research on influencer marketing and ROI, the responses of influencers and business entities were compared in order to get a complete picture of influencer marketing and ROI in influencer marketing in Croatia