20.500.12556/DKUM-76847 Pomen Instagrama influencerjev za spletni marketing The importance of Instagram influencers for web marketing S pomočjo literature in raziskovalnega dela smo proučili idejo o vplivu in pomenu prizadevanj za prodajo v družbi ter kako pomemben je vplivnostni marketing. Skušali smo ugotoviti, kakšno mero zaupanja imajo posamezniki do nakupa izdelkov, ki jih promovirajo vplivneži. Vpliv je ena od besed, ki se veliko omenja v družbenih omrežjih in socialnih medijih, toda vpliv je vnaprej določen s tehnologijami in sega vse od začetka trgovanja. V zadnjih tridesetih letih oglaševalska industrija izbira zvezdnike za promocijo izdelkov. Razlog za to je, da ima prepoznavnost velik vpliv na množico ljudi. Namen je bil z raziskavo ugotoviti, od česa je odvisno, da se ljudje odločijo za nakup določenih izdelkov, ki jih promovirajo vplivneži, ter v kolikšni meri zaupajo oglasom na Instagramu. Med drugim nas je zanimalo tudi, katere vsebine ljudje največkrat uporabljajo. Naloga je razdeljena na dva dela, in sicer na teoretičnega in raziskovalnega. V teoretičnem delu smo opredelili trženjsko komuniciranje, njegov proces in načrtovanje. V nadaljevanju pa smo razložili pojem in trende spletnega marketinga in njegov vpliv na družbenih omrežjih. Podrobneje smo opisali tudi vpliv marketinga ter oglaševanje s pomočjo vplivnežev in navedli prednosti in slabosti tovrstnega marketinga. V raziskovalnem delu nas je zanimalo, od česa je odvisno, da se ljudje odločijo za nakup izdelkov in v kolikšni meri zaupajo vplivnežem. With the help of literature and research work, we studied the idea of the impact and importance of sales efforts in society and how important influencer marketing is. We tried to find out how much of trust individuals have in purchasing products promoted by influencers. Impact is one of the words that is mentioned a lot in social networks and social media, but the impact is predetermined by technology and goes back to the beginning of trading. For the past thirty years, the advertising industry has been choosing celebrities to promote products. The reason for this is that visibility has a big impact on a crowd of people. The purpose of the research was to find out what determines the fact that people decide to buy certain products promoted by influencers, and to what extent they trust the ads on Instagram. Among other things, we were also interested in which content people use the most. The task is divided into two parts, namely theoretical and research. In the theoretical part, we defined marketing communication, its process and planning. In the following, we explained the concept and trends of online marketing and its impact on social networks. We also described in more detail the impact of marketing and advertising with the help of influencers and listed the advantages and disadvantages of this type of marketing. In the research work, we were interested in what determines the fact that people decide to buy products and to what extent they trust influential people. spletni marketing vplivnež Instagram vplivnostni marketing web marketing influencer Instagram influencer marketing true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2020-07-15 20:56:01 2020-11-03 12:51:37 2022-08-09 14:02:17 2020-11-19 03:18:41 2020 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 35410179 URN:SI:UM:DK:BUBMZI46 VS_Marn_Tina_2020.pdf VS_Marn_Tina_2020.pdf 1 E2C9C80C747DC3321F9C1325A7BD3DF9 709c35c549d89a89c0d3d7360193bee35352d9f5682271330a770bdf63280300 c417580b-7c11-11eb-bb7a-00155d0001ca 20.500.12556/dkum/ae4b8c1f-f82b-434b-bb15-aa471fef33c6 https://dk.um.si/Dokument.php?lang=slv&id=144991 Fakulteta za organizacijske vede 0 0 0