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master's thesis
Influencerski marketing i TikTok
2023. urn:nbn:hr:122:718229
Sieber, Paula
University North
University centre Varaždin
Department of Communicology and Public Relations

Cite this document

Sieber, P. (2023). Influencerski marketing i TikTok (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:718229

Sieber, Paula. "Influencerski marketing i TikTok." Master's thesis, University North, 2023. https://urn.nsk.hr/urn:nbn:hr:122:718229

Sieber, Paula. "Influencerski marketing i TikTok." Master's thesis, University North, 2023. https://urn.nsk.hr/urn:nbn:hr:122:718229

Sieber, P. (2023). 'Influencerski marketing i TikTok', Master's thesis, University North, accessed 08 May 2024, https://urn.nsk.hr/urn:nbn:hr:122:718229

Sieber P. Influencerski marketing i TikTok [Master's thesis]. Koprivnica: University North; 2023 [cited 2024 May 08] Available at: https://urn.nsk.hr/urn:nbn:hr:122:718229

P. Sieber, "Influencerski marketing i TikTok", Master's thesis, University North, Koprivnica, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:122:718229

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Metadata
TitleInfluencerski marketing i TikTok
Title (english)Influencer marketing and TikTok
AuthorPaula Sieber
MentorDarijo Čerepinko (mentor)
Committee memberGordana Lesinger (predsjednik povjerenstva)
Committee memberDarijo Čerepinko (član povjerenstva)
Committee memberTvrtko Jolić (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Communicology and Public Relations)
Koprivnica
Defense date and country2023-10-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Ovaj diplomski rad provodi dubinsku analizu sadržaja na popularnoj društvenoj mreži TikTok s naglaskom na ulogu komunikacije influencera s ciljanom publikom. Kroz kvantitativnu i kvalitativnu analizu istraživanje se usredotočuje na proučavanje komunikacijskih strategija influencera i kako te strategije utječu na viralnost i stvaranje originalnog sadržaja. Rezultati istraživanja ukazuju na ključnu ulogu influencera u oblikovanju mišljenja i ponašanja korisnika na TikToku. Posebno se ističe primjer viralnog hashtag-a #ajmocistit koji ukazuje kako influenceri stvaraju trendove i potiču zajednicu korisnika na aktivno sudjelovanje. Ovaj rad istražuje kako influenceri postaju kreatori mišljenja na TikToku te kako su originalnost i emocionalna povezanost s publikom ključni faktori uspješne komunikacije na ovoj platformi.
Abstract (english)
This master's thesis conducts an in-depth content analysis on the popular social network TikTok, with a focus on the role of influencer communication with their target audience. Through quantitative and qualitative analysis, the research centers on studying the communication strategies of influencers and how these strategies impact virality and the creation of original content. Research results highlight crucial role of influencers in shaping the opinions and behaviors of TikTok users. Particularly, the example of the viral hashtag #ajmocistit emphasizes how influencers set trends and encourage user engagement within the community. This work explores how influencers become opinion leaders on TikTok and underscores that originality and emotional connection with the audience are key factors in successful communication on this platform.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:718229
Study programmeTitle: Public Relations
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni magistar/magistra odnosa s javnostima (sveučilišni magistar/magistra odnosa s javnostima)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-01-25 13:53:03