The use of influencers in marketing communication of luxury products on social media

Predmet rada očituje se u boljem razumijevanju uloge utjecajnih osoba u marketinškoj komunikaciji luksuznih proizvoda na društvenim medijima. S obzirom na to da utjecajne osobe na društvenim medijima često promoviraju luksuzne marke iz kategorije mode i modnih dodataka, navedena kategorija također je tema ovog rada, a radom se istražuje i namjera kupnje. Rad polazi od istraživanja Chetioui et al. (2020.) te proučava stavove prema utjecajnim osobama koje promoviraju luksuzne marke putem društvenih medija, stavove prema luksuznim markama te namjeru kupnje luksuznih marki iz kategorije mode i modnih dodataka. Za potrebe ovog rada provedeno je jednokratno opisno istraživanje na namjernom prigodnom uzorku građana Republike Hrvatske, a putem osnovnog instrumenta istraživanja, anketnog upitnika, prikupljeni su odgovori 164 ispitanika. Rezultati pokazuju da ispitanici generalno imaju nisku razinu slaganja s tvrdnjama iz anketnog upitnika. Sukladno navedenom, ispitanici prema utjecajnim osobama nemaju razvijen osjećaj povjerenja i kredibiliteta te njihove objave, sadržaj i aktivnosti na društvenim medijima kod ispitanika izazivaju interes koji više zadovoljava njihove potrebe za zabavom Također, ispitanici ne prepoznaju subjektivne vrijednosti koje im luksuzne marke mogu ponuditi i imaju nisku razinu namjere kupnje luksuznih marki.The primary subject of this thesis is manifested in a better understanding of the role of influencers in the marketing communication of luxury brands in social media. Considering that influencers in social media often promote luxury brands from the category of fashion and fashion accessories, the mentioned category is also the topic of this thesis, and it also investigates the purchase intention. The work is based on the research of Chetioui et al. (2020.) and studies attitudes toward influencers promoting luxury brands through social media, attitudes towards luxury brands, and purchase intention of luxury brands from the fashion and accessories category. For the purposes of this thesis, one-time descriptive research was conducted on a purposeful random sample of citizens of the Republic of Croatia, and the answers of 164 respondents were collected through the basic research instrument, the questionnaire. The results show that respondents generally have a low level of agreement with the statements from the survey questionnaire. Accordingly, respondents do not have a developed sense of trust and credibility towards influencers, and their posts, content, and activities on social media arouse an interest that satisfies their entertainment needs. Also, respondents do not recognize the subjective values that luxury brands can offer them and have a low level of intention to purchase luxury brands