Vplivnostni marketing z vidika vplivnežev in naročnikov

Vrečko, Sara

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Title:	Vplivnostni marketing z vidika vplivnežev in naročnikov
Authors:	ID Vrečko, Sara (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Vrecko_Sara_2024.pdf (3,69 MB) MD5: 94E9E47366C3C3F18A690D3565D22588
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Vplivnostni marketing je sodobno marketinško orodje, ki v današnjem digitalnem času presega tradicionalne meje oglaševanja. Ni zgolj trend, temveč transformativna paradigma, ki se giblje na zapletenem presečišču digitalnih medijev, avtentičnosti in povezovanja različnih akterjev t. i. podjetij, vplivnežev in odjemalcev. Vplivneži so sledilci trendov in njihovi ustvarjalci. Podjetja lahko z njihovo pomočjo pridobijo dostop do obsežnega občinstva in vstopnico v ospredje družbene relevantnosti, krmarijo po nenehno spreminjajoči se pokrajini potrošniških preferenc in skozi kreativne pristope izkoriščajo njihove glasove kot učinkovite informativne ter tudi prodajne kanale. V okviru magistrskega dela smo skozi teoretični in empirični del raziskali preučevano področje vplivnostnega marketinga z vidika vplivnežev in naročnikov. V teoretičnem delu smo najprej predstavili temeljna izhodišča in pojme, definirali vplivnostni marketing, predstavili zgodovino vplivnostnega marketinga ter dobre in slabe plati le-tega. Po splošni opredelitvi vplivnostnega marketinga smo v nadaljevanju opredelili, kdo so vplivneži, vrste vplivnežev, družbena omrežja za sodelovanje in načine sodelovanj z vplivneži. Z namenom pridobitve relevantnih informacij smo v empiričnem delu opravili poglobljeno analizo omenjenega področja s pomočjo dveh strukturiranih anketnih vprašalnikov. S preverjanjem zastavljenih hipotez smo ugotovili, da lahko podjetja s sodelovanjem z vplivneži gradijo zaupanje in verodostojnost pri svojem ciljnem občinstvu, kar pozitivno vpliva na nakupno odločitev potrošnikov. Večina naročnikov se pri sodelovanju z vplivneži raje odloča za dolgoročna kot enkratna sodelovanja. Instagram je med vplivneži najbolj priljubljeno družbeno omrežje ter vodilna platforma za vplivnostni marketing, ki jo podjetja najraje uporabljajo za sodelovanje z vplivneži. Vplivneži ustvarjajo vsebine, promovirajo izdelke ali storitve podjetij v zameno za plačilo ali druge ugodnosti, pa vendar večini vplivnežev vplivnostni marketing ne predstavlja osrednjega vira dohodkov.
Keywords:	vplivnostni marketing, vplivneži, naročniki, družbena omrežja, Instagram, sodelovanje z vplivneži
Place of publishing:	Maribor
Publisher:	S. Vrečko
Year of publishing:	2024
PID:	20.500.12556/DKUM-89069
UDC:	339.138
COBISS.SI-ID:	204686083
Publication date in DKUM:	20.08.2024
Views:	230
Downloads:	94
Metadata:
Categories:	EPF
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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:	15.06.2024

Secondary language

Language:	English
Title:	Influencer marketing from the perspective of influencers and clients
Abstract:	Influencer marketing is a modern marketing tool that goes beyond the traditional boundaries of advertising in today's digital age. It is not just a trend, but a transformative paradigm that moves at the complex intersection of digital media, authenticity and the integration of different actors - companies, influencers and customers. Influencers are both trend followers and trend setters. They can help companies gain access to large audiences and a ticket to the forefront of social relevance, navigate the ever-changing landscape of consumer preferences and harness their voices as effective information and sales channels through creative approaches. The theoretical and empirical part of our master's thesis explored the field of influencer marketing from the perspective of influencers and clients. In the theoretical part, we first introduced the fundamental background and concepts, defined influencer marketing, the history of influencer marketing and its positive and negative sides. After a general definition of influencer marketing, we then defined who influencers are, different types of influencers, social networks and ways of collaborating with them. In order to obtain relevant information, the empirical part of the study involved an in-depth analysis of the field using two structured questionnaires. By testing the hypotheses, we concluded that by engaging with influencers, companies can build trust and credibility with their target audience, which has a positive impact on consumers' purchasing decisions. Most clients prefer to work with influencers on a long-term basis rather than a one-off basis. Instagram is the most popular social network among influencers and the leading influencer marketing platform preferred by companies to engage with influencers. Influencers create content, promote companies' products or services in exchange for payment or other benefits, but for most influencers, influencer marketing is not their main source of income.
Keywords:	influencer marketing, influencers, clients, social media, Instagram, influencer collaborations

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