Elements of following nano and micro influencers' posts

Ovaj završni rad razmatra elemente praćenja objava nano i mikro influencera te njihov utjecaj na potrošače. Influenceri su prisutni od davnina, no spominju se u drugačijem kontekstu nego danas. Tehnologija se danas sve brže razvija te s njenim razvitkom dolazi i do porasta industrije influencer marketinga. U radu su opisani influencer marketing, nano i mikro influenceri, elementi praćenja njihovih objava te njihov utjecaj na potrošače putem društvenih mreža. U okviru rada također je provedeno jedno empirijsko istraživanje u obliku ankete na temu privlačenja publike i njenog povjerenja u preporuke nano i mikro influencera. Istraživanje je pokazalo da ispitanici ne vjeruju pretjerano preporukama influencera, no pretpostavlja se da njihovo povjerenje ovisi o nečemu. Tako se saznalo da povjerenje uvelike ovisi o vrsti proizvoda koja se preporučuje te da bi većina ispitanika kupila proizvod koji ne zahtjeva visoku kupovnu moć.This bachelor thesis considers elements of following nano and micro influencers' posts and the impact they have on consumers. Influencers have been present since ancient times but they were mentioned in different context in comparison to today. Technology is developing fast and with its development comes the growth of the marketing influencer industry. This paper describes influencer marketing, nano and micro influencers and their impact on consumers through social media. This paper also conducted an empirical research in the form of a survey. The topic was nano and micro influencers' techniques of attracting audience and the level of its trust. The research has shown that respondents do not overly trust influencers' recommendations, but it was assumed that the level of their trust depends on something. It was learned that trust largely depends on the type of product recommended and that most respondents would buy a product that does not require high purchasing power