Osebnostna blagovna znamka vplivnežev na družbenem omrežju instagram

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Title:	Osebnostna blagovna znamka vplivnežev na družbenem omrežju instagram
Authors:	ID Plečko, Žanet (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Plecko_Zanet_2022.pdf (2,24 MB) MD5: B208720D2D78726A208205BF1769281A
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V dobi digitalizacije smo priča družbenim medijem, katerih prvoten namen je bil združevanje ljudi, njihovo medsebojno komuniciranje in deljenje vsebin. Danes so se njihove funkcije že spremenile in poleg deljenja vsebin nudijo poslovne priložnosti za podjetja, skupine ljudi ali posameznika. Pojavile so se nove osebnosti, ki jim rečemo vplivneži. Vplivneži s svojimi aktivnostmi vplivajo na druge ljudi in jih spodbujajo k dejanjem, vedenju in mišljenju. Oblikujejo si svoje ciljno občinstvo in nanj vplivajo. V vlogi odjemalcev ljudje iščejo izdelke in storitve, s katerimi zadovoljujejo svoje potrebe na fizični ali čustveni ravni. Na trgu je konkurenca vedno večja, zato odjemalci svoje odločitve vse pogosteje sprejemajo na čustveni ravni in se odločajo za tiste blagovne znamke, s katerimi se poistovetijo. Namen blagovnih znamk je razlikovanje in izstopanje na trgu, kjer je konkurence vedno več. Blagovne znamke ne predstavljajo le izdelkov ali storitev, vendar želijo odjemalca prepričati s svojo zgodbo, vrednotami in osebnostjo. Enako počnejo vplivneži, ki sebe predstavljajo kot blagovno znamko in želijo doseči ljudi, katerih osebnost je v skladu z njihovo. Odjemalci se odločajo za blagovne znamke, ki podpirajo njihovo osebnost in s tem krepijo njihovo samopodobo. Vplivneži na družbenih omrežjih gradijo svojo osebnostno blagovno znamko tako, da je blagovna znamka njihov način življenja, osebnost, vrednote, način oblačenja, razmišljanje in vedenje. Večina vplivnežev se pri oblikovanju svoje osebnostne blagovne znamke odloča za družbeno omrežje Instagram, ki s svojimi orodji omogoča najbolj učinkovit način oblikovanja svoje znamke. Znotraj dela je predstavljena raziskava, ki vključuje vplivneže in njihovo aktivnost na družbenem omrežju Instagram. Predstavljeno je, kako tam oblikujejo svojo osebnostno blagovno znamko. Raziskava se osredotoča še na to, kako vplivneži gradijo svojo osebnostno blagovno znamko in kakšne so njene koristi.
Keywords:	osebnostna blagovna znamka, družbena omrežja, Instagram, vplivnež, blagovna znamka
Place of publishing:	[Maribor
Publisher:	Ž. Plečko
Year of publishing:	2022
PID:	20.500.12556/DKUM-82018
UDC:	658.626
COBISS.SI-ID:	124700675
Publication date in DKUM:	07.10.2022
Views:	660
Downloads:	140
Metadata:
Categories:	EPF
:	PLEČKO, Žanet, 2022, Osebnostna blagovna znamka vplivnežev na družbenem omrežju instagram [online]. Master’s thesis. Maribor : Ž. Plečko. [Accessed 24 March 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=82018 Copy citation

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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:	29.06.2022

Secondary language

Language:	English
Title:	Personal branding of influencers on instagram
Abstract:	The original purpose of social media was to connect people by encouraging communication and content sharing, but it has expanded significantly throughout the years; today, social media are often used for business purposes. People with established credibility, called the influencers, influence other people with their actions, encouraging them to act, think and behave in a certain way. They shape their target audience. Consumers choose products and services that appease their needs both physically and emotionally. The competition is getting fiercer by the day, resulting in the prevalence of emotions in the decision-making process; consumers decide on the products of brands that they identify with. With the market saturated with similar products, the companies strive to stand out from the crowd. Besides offering their products or services, they try to convince the target audience with a story, their values, and their personality. Influencers act likewise, presenting themselves as a brand and reaching out to like-minded people. Consumers decide on brands that they identify with. This gives a boost to their self-esteem. Social media influencers build their personal brand by presenting a brand, its products, or services as a part of their lifestyle, personality, values, way of dressing, thinking, and behaving. Most influencers pick Instagram as their social media platform as its interface allows them to successfully shape their personal brand. The research in the thesis examines influencers, their Instagram activity, and their personal brand building there. The focus is on how influencers build their personal brand and the benefits of such brands.
Keywords:	personal brand, social media, Instagram, influencer, brand

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