Uloga influencera na promociju brenda i utjecaj na prodaju

Abstract

U suvremenom digitalnom dobu, influenceri su postali neizostavan dio marketinške strategije mnogih brendova, prepoznatih kao ključni kanal za promociju proizvoda ili usluga. Njihova uloga je mnogo više od običnog oglašavanja; influenceri su postali ključni posrednici između brendova i njihove ciljane publike, stvarajući duboke emocionalne veze i izazivajući autentičnost u komunikaciji s potrošačima. Utjecaj influencera na promociju brenda ogleda se u njihovoj sposobnosti stvaranja personaliziranog i relevantnog sadržaja koji rezonira s publikom. Njihova autentičnost i transparentnost često nadmašuju tradicionalne oblike oglašavanja, jer potrošači percipiraju influencere kao prijatelje ili autoritete u određenim područjima. Kroz priče, recenzije proizvoda, tutorijale ili jednostavno dijeljenje svakodnevnih iskustava, influenceri izgrađuju povjerenje s publikom, što je ključno za povećanje svijesti o brendu i poticanje prodaje. Nadalje, influenceri su u mogućnosti pružiti brendovima pristup specifičnim segmentima publike koje možda teže dosegnu tradicionalnim marketinškim kanalima. Kroz suradnju s influencerima čiji su interesi usklađeni s vrijednostima i ciljevima brenda, moguće je stvoriti dublju i trajniju vezu s publikom, što dovodi do povećanja lojalnosti i dugoročnog rasta prodaje. Predmet ovog rada je istraživanje uloge influencera u promociji brenda i njihov utjecaj na prodaju proizvoda ili usluga. Cilj istraživanja je analizirati kako influenceri doprinose povećanju svjesnosti o brendu, utječu na ponašanje potrošača i konačno, potiču prodaju proizvoda ili usluga. Svrha ovog rada je pružiti dublje razumijevanje dinamike influencer marketinga i njegovog doprinosa poslovanju, posebno u kontekstu postizanja marketinških ciljeva i ostvarivanja rasta prodaje.In the modern digital era, influencers have become an integral part of the marketing strategy for many brands, recognized as a key channel for promoting products or services. Their role extends far beyond conventional advertising; influencers have become crucial intermediaries between brands and their target audience, forging deep emotional connections and fostering authenticity in communication with consumers. The impact of influencers on brand promotion is reflected in their ability to create personalized and relevant content that resonates with the audience. Their authenticity and transparency often surpass traditional forms of advertising, as consumers perceive influencers as friends or authorities in specific areas. Through storytelling, product reviews, tutorials, or simply sharing everyday experiences, influencers build trust with their audience, which is crucial for increasing brand awareness and driving sales. Furthermore, influencers are able to provide brands access to specific audience segments that may be difficult to reach through traditional marketing channels. By collaborating with influencers whose interests align with the values and goals of the brand, it is possible to create a deeper and more enduring connection with the audience, leading to increased loyalty and long-term sales growth. The subject of this paper is to explore the role of influencers in brand promotion and their impact on product or service sales. The research aims to analyze how influencers contribute to increasing brand awareness, influence consumer behavior, and ultimately drive product or service sales. The purpose of this paper is to provide a deeper understanding of the dynamics of influencer marketing and its contribution to business, especially in the context of achieving marketing objectives and achieving sales growth