SOCIAL MEDIA EVENT PROMOTIONS ON THE EXAMPLE OF OPENING A RESERVED STORE IN ZADAR

Društvene mreže su postale dijelom naše svakodnevnice i općenito zauzimaju značajnu ulogu u životu svakog pojedinca a naročito mlađe generacije. Broj korisnika društvenih mreža svakog se dana povećava, ne samo u Hrvatskoj već i u cijelom svijetu. Osim komunikacijske uloge, društvene mreže vrše i ulogu dijeljenja sadržaja poput slika, videozapisa i drugih oblika. Na društvenim mrežama korisnici komentiraju aktualne novosti i dijele s drugim korisnicima svoje mišljenja o raznim temama kao što su sport, znanost, kultura, moda i mnoge druge. Potonje je rezultiralo pojavom tzv. influencera – javnih osoba koje putem svojih osobnih stranica na društvenim mrežama promoviraju neke događaje ili marke proizvoda i/ili usluga. Navedeno je dovelo do pojave novog oblika marketinga tzv. influencer marketinga. Ovaj oblik marketinga se odnosi na promoviranje brenda, proizvoda ili usluge putem društvenih mreža uz pomoć influencera – osobe koja utječe na mišljenja i stavove drugih korisnika. Ovakav oblik marketinga iziskuje manji napor i niže troškove od uobičajenih oblika marketinga. Influenceri su osobe s velikim brojem pratitelja zainteresiranih za sadržaj koji objavljuje. Koliko influenceri mogu pridonijeti medijskoj popraćenosti nekog događaja prikazano je na primjeru otvaranja trgovine Reserved u Zadru. Za promociju otvorenja trgovine angažirani su influenceri te su sve marketinške aktivnosti predstavljene putem društvenih mreža Instagram i Facebook.Social networks have become part of our daily lives and generally play a significant role in every individual's life, especially the younger generation. The number of social network users is increasing every day, not only in Croatia but also worldwide. In addition to the communication role, social networks also share content such as images, videos, and other forms. On social networks, users comment on current news and share their opinions on various topics such as sports, science, culture, fashion and many others. The latter resulted in the appearance of the so-called. Influencers - public figures who promote certain events or brands of products and services through their pages on social networks. This has led to the emergence of a new form of marketing, the so-called. Influencer marketing. This form of marketing refers to the promotion of a brand, product or service through social networks with the help of an influencer - a person who influences the opinions and attitudes of other users. This form of marketing requires less effort and lower costs than conventional forms of marketing. Influencers are people with a large number of followers interested in the content they post. How much influencers can contribute to the media coverage of an event is shown by the example of the opening of the Reserved store in Zadar. Influencers were hired to promote the store's opening, and all marketing activities were presented via the social networks Instagram and Facebook