FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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Zaznava promocijskih vsebin vplivnežev na Instagramu : diplomsko deloPolanič, NikaVplivnostni marketing postaja eden izmed najbolj priljubljenih načinov oglaševanja produktov in blagovnih znamk na internetu (še posebej na družbenih omrežjih), saj podjetjem in lastnikom blagovnih ... znamk nudi, da s pomočjo vplivnih posameznikov - vplivnežev na veliko bolj oseben in učinkovit način dosežejo svojo ciljno skupino potrošnikov. Uspešnost tovrstnega načina oglaševanja je med drugim odvisna tudi od številnih dejavnikov, ki vplivajo na vplivneževo ustvarjanje njegovih promocijskih vsebin, v katerih vplivneži svojim sledilcem prek deljenja vpogleda v njihovo življenje z njimi delijo tudi uporabne nasvete in izkušnje, ki so velikokrat potrošno obarvani. Ravno zato sem se odločila, da bom v diplomskem delu bolj podrobno raziskala in proučila vpliv dejavnikov na vplivneževo ustvarjanje njegovih vsebin za Instagram in uspešnost le-teh pri njegovih sledilcih, in sicer so ti dejavniki: svoboda vplivneževe izbire in ustvarjanja vsebin, razkritost plačila ali sponzorstva teh vsebin in način umestitve produkta ali blagovne znamke v vplivneževe vsebine. V empiričnem delu, ki je temeljil na izvedeni spletni anketi, je bilo ugotovljeno, da so pri sledilcih najbolj zaželene vsebine, pri katerih si vplivnež sam izbere predmet obravnave in slednjega v vsebino umesti hkrati vizualno in verbalno (v primeru uporabe le ene izmed teh dveh sledilci preferirajo verbalen način), vsebine, kjer ima vplivnež popolno svobodo ustvarjanja in v svojih vsebinah jasno razkrije, če je vsebina plačana ali sponzorirana (to razkritje sledilci najraje vidijo v opisu vsebine).Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [N. Polanič], 2020Language - slovenianCOBISS.SI-ID - 24230403
Author
Polanič, Nika
Other authors
Podnar, Klement
Topics
Družbena omrežja |
Social networks |
Oglaševanje |
Advertising |
Vpliv |
Influence |
Potrošniki |
Consumers |
Diplomska dela |
Graduate theses |
vplivnež |
vplivnostni marketing |
vsebina |
influencer |
influencer marketing |
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Database name | Field | Year |
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Polanič, Nika | ![]() |
Podnar, Klement | 21606 |
Source: Personal bibliographies
and: SICRIS
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