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Title:
Spletni vplivneži in digitalni marketing
Authors:
ID
Cafuta, Maja
(Author)
ID
Marič, Miha
(Mentor)
More about this mentor...
Files:
VS_Cafuta_Maja_2024.pdf
(2,71 MB)
MD5: E50E27DB5E07DE4190DB1C685AFB7DDE
Language:
Slovenian
Work type:
Bachelor thesis/paper
Typology:
2.11 - Undergraduate Thesis
Organization:
FOV - Faculty of Organizational Sciences in Kranj
Abstract:
V digitalnem marketingu imajo pomembno vlogo tako virtualni vplivneži kot resnični vplivneži. Virtualni vplivneži blagovnim znamkam ponujajo priložnosti za inovativno sodelovanje ciljne publike, pri čemer je uporabljena umetna inteligenca. Zagotavljajo nadzorovane platforme za partnerstva z blagovnimi znamkami, čeprav sta pristnost in zaupanje lahko vprašljiva. Virtualni vplivneži so računalniško ustvarjeni liki, zasnovani za sodelovanje z občinstvom na družbenih medijih, ki nimajo fizičnega obstoja, vendar ponujajo stalno dostopnost. Realni vplivneži po drugi plati ustvarjajo pristno vsebino, pri čemer izkoriščajo svojo osebnost in izkušnje, s katerimi dokazujejo, da resnično podpirajo izdelek podjetja, ki ga oglašujejo. V raziskovalnem delu diplomskega dela smo ugotavljali glavne razlike med virtualnimi in resničnimi vplivneži. Raziskovali smo, koliko ljudi sploh pozna virtualne vplivneže in ali jih ločijo od resničnih. Cilj diplomskega dela je ugotoviti, ali imajo sledilci sploh zaupanje v izdelke, ki jih oglašujejo spletni vplivneži na splošno.
Keywords:
vplivnež
,
marketing
,
socialna omrežja
Place of publishing:
Maribor
Year of publishing:
2024
PID:
20.500.12556/DKUM-88399
COBISS.SI-ID:
196960003
Publication date in DKUM:
28.05.2024
Views:
283
Downloads:
53
Metadata:
Categories:
FOV
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:
CAFUTA, Maja, 2024,
Spletni vplivneži in digitalni marketing
[online]. Bachelor’s thesis. Maribor. [Accessed 20 January 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=88399
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Licences
License:
CC BY 4.0, Creative Commons Attribution 4.0 International
Link:
http://creativecommons.org/licenses/by/4.0/
Description:
This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Licensing start date:
19.04.2024
Secondary language
Language:
English
Title:
Social media influencers and digital marketing
Abstract:
Both virtual influencers and real influencers play an important role in digital marketing. Virtual influencers offer brands opportunities for innovative engagement with target audiences using artificial intelligence. They provide controlled platforms for brand partnerships, although authenticity and trust can be questionable. Virtual influencers are computer-generated characters designed to engage with audiences on social media that have no physical existence but offer constant accessibility. Real influencers, on the other hand, create authentic content, leveraging their personalities and experiences to truly endorse the company's product they're promoting. In the research part of the thesis, we will identify the main differences between virtual and real influencers. We will also investigate how many people even know virtual influencers and if they can be distinguished from real ones. The aim of the thesis is to find out whether followers have any confidence in the products advertised by online influencers in general.
Keywords:
influencer
,
marketing
,
social media
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