20.500.12556/DKUM-81425 Vpliv gaming Youtuberjev na nakupne navade generacije Z The influence of gaming Youtubers on purchasing habits of generation Z Informacije o nakupnih navadah so pomembne za podjetja, ki želijo svoje izdelke uspešno oglaševati. Podjetja se danes v večji meri poslužujejo promocije izdelkov na družabnih omrežjih in s pomočjo vplivnežev, ki imajo veliko število zvestih sledilcev. Eno najpopularnejših družabnih omrežji je Youtube, kjer ustvarjalci objavljajo svoje videoposnetke, da si jih lahko gledajo njihovi sledilci. Youtuberji torej predstavljajo nov način priporočanja izdelkov odjemalcem. Hkrati pa kot hobi vedno bolj popularno postaja igranje iger ali po angleško gaming. V zadnjih dvajsetih letih je gaming kot hobi zelo napredoval, saj to ni več samo igranje družabnih iger ali pa igranje neke vloge, ampak se je s pomočjo tehnologije igranje iger digitaliziralo. Igranje videoiger je eden najbolj priljubljenih hobijev ljudi, še posebej mladine, saj omogoča vstop v svet kot ga v realnosti ni. To je tudi eden izmed razlogov, zakaj je gaming najbolj gledana kategorija na Youtubu. Mnogo gaming Youtuberjev ima več kot milijon sledilcev, nad katerimi imajo precejšen vpliv in to poskušajo lastniki in upravljalci blagovnih znamk izkoristiti. V svojem delu sem se osredotočil na to, kako gaming Youtuberji vplivajo na svoje odjemalce. Ali se generacija Z kot odjemalci zavedajo, kdaj in s čim gaming Youtuberji vplivajo na njih, in kakšni so pripadniki generacije Z kot odjemalci. S pomočjo ankete sem poskusil pridobiti te odgovore, ki sem jih nato analiziral v empiričnem delu raziskave. Zanimal me je vpliv, ki ga imajo gaming Youtuberji nad generacijo Z. Information about shopping habits is very important for companies that want to successfully promote their products. A good way to promote products and obtain information about consumers is through social media and influencers, which have many loyal followers. One of the most popular social networks is Youtube, where creators post their videos so that their followers can watch them. Youtubers therefore represent a new way of promoting to consumers. At the same time gaming as a hobby is becoming more popular than ever. In the last twenty years gaming has come far, as it is no longer just playing board games or role playing. Gaming is being digitized with the help of technology. Playing video games is one of the most popular hobbies for many people especially the youth, offering to enter into a world that doesn’t exist in reality. This is also one of the reasons why gaming is the most watched category on Youtube. Many gaming Youtubers have more than a million followers and have a lot of influence over them, that’s why brands want to capitalize on that. In my work, I will focus on how gaming Youtubers influence their followers. Do the members of generation Z as customers realize when and how gaming Youtubers influence them and how are members of generation Z as consumers. With the help of a questionnaire, I will try to obtain the answers that I will be analysing in the empirical part of the research. Therefore, I will better understand the impact that gaming Youtubers have on Generation Z. Youtuberji gaming nakupne navade promoviranje generacija Z Youtubers gaming shopping habits promotion generation Z true true false M. Ograjenšek Slovenski jezik Angleški jezik Diplomsko delo/naloga 2022-03-21 13:34:51 2022-05-26 12:51:06 2022-08-10 00:27:20 0000-00-00 00:00:00 2022 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.12:004 109294083 UN_Ograjensek_Matevz_2022.pdf UN_Ograjensek_Matevz_2022.pdf 1 1E677D13CE08BD8F31F477E2058FFCB6 4ea68358ced7227239643f44ec8ab00501be7ade674258b85f0b45f16aac8e43 f6651a88-ca46-11ec-8f22-00155d000105 20.500.12556/dkum/8e403177-b39e-41ea-966e-89a4af10ca90 https://dk.um.si/Dokument.php?lang=slv&id=157585 Ekonomsko-poslovna fakulteta 0 0 0