Vpliv transparentnega oglaševanja z vplivneži na potrošnikovo zaupanje : diplomsko delo
Pajntar, Ajdan
Diplomsko delo pokriva trenutno eno najpopularnejših oblik oglaševanja – oglaševanje s spletnimi vplivneži oziroma t. i. vplivnostni marketing. Stanje vplivnostnega marketinga sem preučeval skozi ...zaupanje sledilcev v vplivneže, torej kako transparentno oglaševanje z vplivneži vpliva na potrošnikovo zaupanje. To sem preveril skozi teoretični del in empirični del, kjer sem izvedel spletno anketo. Rezultati analize so pokazali, da se sledilci ne ozirajo na to, koliko ima nek vplivnež sledilcev, ampak posvečajo pozornost temu, kakšna je sama vsebina, ki jo deli na družbenih omrežjih. Le-ta se mora ujemati z njihovimi cilji in vrednotami. Poleg tega pa ljudje prepoznajo razliko med objavami, če je prisoten napis, da gre za plačano objavo ali ne. Kljub temu objavam zaupajo v enaki meri, saj prepoznajo oglase tudi samo iz opisov neke objave. Hkrati pa so izrazili tudi, da jim je pomembna prisotnost napisa (v obliki »paid partnership«, »oglas« ali podobno) pri objavi, ki je plačana s strani nekega podjetja.
Type of material - undergraduate thesis
; adult, serious
Publication and manufacture - Ljubljana : [A. Pajntar], 2022
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