FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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Sodelovanje vplivnežev z več znamkami [Elektronski vir] : vpliv na zaznavo potrošnika : magistrsko deloHvalič, MancaV tej magistrski nalogi sem se odločila raziskati nedoslednost oziroma neselektivnost sodelovanj in njihov vpliv na potrošnikovo zaznavanje vplivnežev, saj je to še precej neraziskana tematika tako v ... slovenskem kot tudi širšem okolju. Večina nedavnih raziskav se namreč ukvarja z zaupanjem, vrednostjo in kredibilnostjo, povečevanjem nakupne namere in transparentnostjo oglaševalskih vsebin, ob tem pa spregleda enega izmed pomembnejših vidikov marketinga s pomočjo vplivnežev – (ne)doslednost sodelovanj in vpliv na zaznavo potrošnika. V sklopu empiričnega dela, ki je sestavljen iz kvantitativne in kvalitativne raziskave, si prizadevam dobiti odgovore na zastavljena vprašanja s ciljem, da čim bolje raziščem dano tematiko kot tudi postavim temelje za nadaljnje raziskave, saj menim, da le s temi lahko pridemo do še bolj poglobljenih ugotovitev in še boljšega razumevanja odnosa potrošnik – vplivnež – znamka. Nedosledna sodelovanja so se na profilih slovenskih vplivnežev izkazala za precej pogosta, zaznana pa so bila tudi s strani potrošnikov. Zaznava vplivnežev ni nujno slaba, nanjo pa nedvomno vpliva številčnost in pogostost sodelovanj z več različnimi znamkami hkrati, pri čemer se pojavi različna kritičnost na različnih področjih oziroma v različnih kategorijah izdelkov.Type of material - master's thesis ; adult, seriousPublication and manufacture - Ljubljana : [M. Hvalič], 2024Language - slovenianCOBISS.SI-ID - 200987907
Author
Hvalič, Manca
Other authors
Golob, Urša, 1977-
Topics
Trženje |
Družbena omrežja (internet) |
Blagovne znamke |
Vedenje potrošnikov |
Univerzitetna in visokošolska dela |
vplivneži |
zaznava potrošnika |
znamke |
sodelovanje z vplivneži |
influencers |
consumer perception |
brands |
collaboration with influencers
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Hvalič, Manca | ![]() |
Golob, Urša, 1977- | 28675 |
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