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Title:Vpliv vplivnežev na družbenih omrežjih na nakup izdelka
Authors:ID Kostanjšek, Patricija (Author)
ID Milfelner, Borut (Mentor) More about this mentor... New window
Files:.pdf MAG_Kostanjsek_Patricija_2020.pdf (1,30 MB)
MD5: 7519C1B9551AF3A95C9FAAEB1305A797
PID: 20.500.12556/dkum/165e16f0-9ed6-41a9-8c12-4ced6b479345
 
Language:Slovenian
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Danes se z oglaševanjem srečamo vsak dan in vsepovsod. Svet je nakopičen z oglasi. Podjetja te izvajajo na najrazličnejše načine. Tako več ni težava narediti oglas, težava je narediti dober oglas. Takšen, ki bo pritegnil več zvestih odjemalcev hkrati. Družbena omrežja so postala pomembno orodje oglaševanja, s tem pa so se pojavili tudi vplivneži, ki imajo s svojo komunikacijo, resničnostjo in podobnostjo s svojimi sledilci večjo nakupno funkcijo kot nekateri tradicionalni načini oglaševanja. Namen magistrskega dela je raziskati, kako vplivneži vplivajo na družbenih omrežjih na nakup izdelka. Pri delu skušamo ugotoviti, kaj je tisto, kar vpliva na nakupne odločitve posameznikov in kaj ne. Želimo ugotoviti, kako pomemben je odnos, ki ga imajo vplivneži s svojim sledilci, da ta pripomore k nakupu nekega izdelka. V teoretičnem delu je predstavljeno, kaj sploh je marketinško komuniciranje ter katera orodja marketinškega komuniciranja poznamo, kdo je vplivnež, v kakšne skupine jih delimo, kakšna družbena omrežja poznamo in kako vplivneži vplivajo na nakup. V praktičnem delu pa smo želeli raziskati, kaj je tisto, kar je odjemalcem pomembno oziroma kaj jih prepriča, ko se odločijo za nakup izdelka na podlagi slovenskega vplivneža. V ta namen smo oblikovali vprašalnik, ki smo ga delili na družbenih omrežjih, kot so Facebook, Instagram ter LinkedIn. V študijo je bila vključena 201 oseba ‒ vsi so odgovorili pravilno na celotno anketo. Raziskava je pokazala, da so odjemalcem pomembni iskrenost, zaupanje, preprostost ter sposobnost vplivneža. Prav tako pa smo ugotovili, da če je odjemalec zadovoljen z izdelkom, ki ga je kupil na podlagi slovenskega vplivneža, bo v bodoče še opravil takšen nakup.
Keywords:vplivnež, marketinško komuniciranje, oglaševanje, družbena omrežja, vpliv na nakup.
Place of publishing:Maribor
Publisher:[P. Kostanjšek]
Year of publishing:2020
PID:20.500.12556/DKUM-77383 New window
UDC:659.3
COBISS.SI-ID:36475395 New window
NUK URN:URN:SI:UM:DK:QONUMBMB
Publication date in DKUM:10.11.2020
Views:3087
Downloads:519
Metadata:XML DC-XML DC-RDF
Categories:EPF
:
KOSTANJŠEK, Patricija, 2020, Vpliv vplivnežev na družbenih omrežjih na nakup izdelka [online]. Master’s thesis. Maribor : P. Kostanjšek. [Accessed 2 April 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=77383
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:28.08.2020

Secondary language

Language:English
Title:Impact of influencer through social networks on product purchase
Abstract:Today, we come across advertising every day and everywhere. Our world is cluttered with ads, which companies publish in many different ways. Therefore, it is no longer a problem to create an ad, the problem is to create a good ad – one that will attract more loyal customers at the same time. Social networks have become an important tool of advertising, which has given rise to influential people. Because of their genuineness, communication skills and similarity to their followers, they have a greater purchasing function than traditional ways of advertising. The purpose of our master's thesis was to explore how influencers influence product purchase through social networks. In the research, we try to find out what does and does not influence purchasing decisions of individuals. We want to determine the importance of the relationship between influencers and their followers, which encourages consumers to buy a certain product. In the theoretical part, we presented marketing communication, types of instruments of marketing communication, who an influencer is, groups in which influencers are divided, types of social networks and the impact influencers have on purchase. In the empirical part, we wanted to explore what is important to consumers or what convinces them to buy a product because of Slovenian influencers. For this purpose, we designed a questionnaire, which was shared on social networks, such as Facebook, Instagram and LinkedIn. The study included 201 individuals who responded correctly to the entire survey. The research has shown that influencers’ honesty, trust, simplicity and the ability are important to customers. We also found that if the customer is satisfied with the product they bought because of a Slovenian influencer, they will make such a purchase in the future.
Keywords:influencer, marketing communication, advertising, social networks, impact on purchase.


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