UTJECAJ INFLUENCERA NA EKOLOŠKU OSVIJEŠTENOST : Završni rad

U radu se postavlja teoretski okvir u kojem se objašnjava fenomen društvenih mreža, analizira pojam influencera i influencer marketinga, novog područja marketinga nastalog pod djelovanjem pripadnika Generacije Z, prve digitalne generacije odrasle uz internet i tehnologiju te se istražuje uključenost influencer marketinga u društveno odgovorno poslovanje tvrtki, koje naglasak svog poslovanja stavljaju na održivi razvoj i zeleni marketing. Zatim je u praktičnom dijelu rada provedeno istraživanje na terenu, na prigodnom uzorku od 167 mladih osoba, pretežno studentske populacije, a na temu utjecaja influencera na ekološku osviještenost. Temeljem odgovora ispitanika na 22 postavljena pitanja, izvedeni su zaključci i doneseno je mišljenje o utjecaju influencera na mlade putem društvenih mreža po pitanju ekološke osviještenosti.The paper sets out a theoretical framework in which the phenomenon of social networks is clarified, the concept of influencer and influencer marketing is explained which represent new areas of marketing created under the influence of Generation Z, the first digital generation that grew up with the Internet and technology and explores the involvement of influencer marketing in corporate social responsibility, which place the emphasis of their business on sustainable development and green marketing. Then, in the practical part of the paper, a field research was conducted, based on convenience sample consisting of 167 young people, mostly students, exploring the impact of influencers on environmental awareness. Based on the respondents' answers to 22 questions, conclusions were drawn and an opinion was made regarding the impact of influencers on young people through social networks on the issue of environmental awareness