Influencer Marketing as a Way of Promoting on Social Media

Influencer marketing sveprisutniji je fenomen koji iz dana u dan napreduje i postaje profitabilniji, što ga čini jednim od najpoželjnijih oblika oglašavanja današnjice. Ovaj rad temelji se na proučavanju influencer marketinga kao načina promoviranja na društvenim mrežama. U radu se analiziraju pojava i razvoj društvenih mreža te se daje uvid u marketing na društvenim mrežama prikazujući njegove pozitivne i negativne strane. Posebna je pozornost posvećena influencerima koji su ključni pokretači ovog fenomena, a dana je i analiza odabranih hrvatskih influencera. Naposljetku, iz rada se zaključuje zašto se sve više poslovnih subjekata okreće influencer marketingu te zašto se on smatra prikladnijim oblikom oglašavanja od tradicionalnog marketinga.Influencer marketing is a widespread phenomenon which is developing and becoming more profitable by the day, making it one of the most desirable forms of advertising today. This paper is based on the study of influencer marketing as a way of promotion on social networks. The paper analyzes the emergence and the development of social networks and gives insight into marketing on social networks by showing both the positive and negative sides of it. Special attention is given to influencers who are the key drivers of this phenomenon, as well as to the analysis of selected Croatian influencers. Lastly, the paper provides an answer as to why more and more businesses are shifting their attention to influencer marketing and why this is a more suitable form of advertising rather than traditional marketing