20.500.12556/DKUM-70619 Oblike oglaševanja najpopularnejših slovenskih spletnih vplivnežev v kontekstu zakonodajne regulacije vplivnostnega marketinga The forms of advertising of the most popular slovenian social media influencers in the context of legislative regulation of influencer marketing Magistrsko delo pokriva trenutno eno najpopularnejših oblik oglaševanja, oglaševanje v vsebinah spletnih vplivnežev (t.i. blogerjev, youtuberjev, vlogerjev) ali vplivnostni marketing. Stanje vplivnostnega marketinga v Sloveniji smo preučevali skozi analizo vsebin petih najpopularnejših slovenskih spletnih vplivnežev. Predvsem smo želeli preveriti, kako učinkovita je slovenska zakonodaja pri urejanju tega področja in v kolikšni meri so slovenski spletni vplivneži pri oglaševanju podjetij v svojih vsebinah transparenti. S tem namenom smo v teoretičnem delu pripravili pregled vseh obstoječih zakonodajnih regulativ in nato v empiričnem delu skladnost vsebin izbranih spletnih vplivnežev z zakonodajnimi določili tudi preverili v praksi. Z rezultati analize smo potrdili, da slovenska zakonodaja področja vplivnostnega marketinga ne regulira dovolj učinkovito, kar ima za posledico, da slovenski spletni vplivneži v svojih vsebinah niso povsem transparentni in se potrošniki (v našem primeru sledilci) srečujejo s primeri prikritega oglaševanja. The present master’s thesis focuses on one of the most popular forms of advertising, i.e. advertising in the field of social media influencers (bloggers, youtubers and vloggers) or influencer marketing. The present situation of influencer marketing has been analysed and looked into through analysing five of the most popular Slovenian social media influencers. The main objective of the examination was to check effectiveness of Slovenian Legislation at regulating the field of influencer marketing and transparency of Slovenian social media influencers at advertising and endorsing companies in their content (i.e. posts, vlogs and blogs). With this purpose, the theoretical part of the present thesis presents an overview of all existing legislative regulations pertaining to this field. Then, in empirical part, correspondence of this content with the regulations is checked. The results of the analysis have confirmed the hypothesis that Slovenian Legislation does not regulate the field of influencer marketing effectively enough, which is reflected in lack of transparency of Slovenian social media influencers and causes consumers (i.e. followers) to face instances of covert advertising. spletni vplivnež vplivnostni marketing vplivnostni marketing v Sloveniji zakonodajna ureditev vplivnostnega marketinga transparentnost vplivnostnega marketinga oglaševanje podjetij v vsebinah spletnih vplivnežev social media influencer influencer marketing influencer marketing in Slovenia influencer marketing legislative regulation influencer marketing transparency covert advertising business advertising in influencers’ content true true false [T. Strmčnik] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2018-05-31 09:52:36 2018-06-21 12:14:00 2022-08-01 19:35:32 2019-07-11 18:13:45 2018 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8:004.777(043.2) 21508886 URN:SI:UM:DK:YM2R2ZGJ MAG_Strmcnik_Tina_2018.pdf MAG_Strmcnik_Tina_2018.pdf 1 879472F5D3E9C4126D47A8CB54DD80D1 5cd9b644e4eac7bb999955cf652964060d202e97df2030579fe10367522004e2 0da4933e-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/fa73af68-f15d-4f39-91f2-42d7398f0846 https://dk.um.si/Dokument.php?lang=slv&id=125899 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0