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Title:Oglaševanje z zvezdniki in vplivneži na družbenem omrežju Instagram
Authors:ID Golob, Dona (Author)
ID Tomažič, Tina (Mentor) More about this mentor... New window
ID Pucer, Matevž (Co-mentor)
Files:.pdf UN_Golob_Dona_2022.pdf (1,72 MB)
MD5: 945D78A0CFDED9A2C0600FD5285574B5
PID: 20.500.12556/dkum/597f345d-6ecd-4db8-b5f7-e525970b0d18
Work type:Bachelor thesis/paper (mb11)
Typology:2.11 - Undergraduate Thesis
Organization:FERI - Faculty of Electrical Engineering and Computer Science
Abstract:V diplomskem delu smo predstavili oglaševanje z vplivneži in zvezdniki na Instagramu ter razlike med obema načinoma oglaševanja, hkrati pa raziskali, kateri način je bolj uspešen. Izvedli smo analizo objav slovenskih zvezdnikov in vplivnežev na Instagramu ter na podlagi stopnje angažiranosti ugotavljali, kateri način oglaševanja je v Sloveniji bolj uspešen. Ugotovili smo, da so slovenski vplivneži na Instagramu pri oglaševanju bolj uspešni kot slovenski zvezdniki, saj v povprečju dosegajo višjo stopnjo angažiranosti. Z anketo smo raziskali, kako uporabniki Instagrama v Sloveniji dojemajo oglaševanje z zvezdniki in vplivneži na Instagramu. Ugotavljali smo, ali imajo med uporabniki boljši ugled zvezdniki ali vplivneži, kateri jih z oglaševanjem bolj prepričajo za nakup izdelkov ali storitev ter mnenju katerih bolj zaupajo.
Keywords:družbena omrežja, Instagram, oglaševanje, zvezdniki, vplivneži
Year of publishing:2022
PID:20.500.12556/DKUM-82096 New window
Publication date in DKUM:12.08.2022
Categories:KTFMB - FERI
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License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
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:12.07.2022

Secondary language

Title:Celebrity and influencer advertising on Instagram
Abstract:In this thesis, we presented advertising with celebrities and influencers on Instagram, the differences between the two methods of advertising and explored which method is more successful. We analysed Instagram posts of Slovenian celebrities and influencers and determined which method of advertising is more successful in Slovenia, based on the engagement rate. We found that Slovenian influencers are more successful in advertising on Instagram than Slovenian celebrities, as they achieve a higher engagement rate on average. Our survey examined how Instagram users in Slovenia perceive advertising with celebrities and influencers on Instagram. We determined whether celebrities or influencers have a better reputation among users, who persuades them more to buy products or services through advertising and whose opinion they trust more.
Keywords:social media, Instagram, advertising, celebrities, influencers


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