20.500.12556/DKUM-81985 Analiza pojavljanja modnih vplivnežev na Instagramu: primerjava vplivnežev v Sloveniji in Veliki Britaniji Analysis of the appearance of fashion influencers on Instagram: a comparison of influencers in Slovenia and Great Britain Digitalizacija in z njo razvoj interneta ter družbenih omrežij sta s seboj prinesla popolnoma nove oblike oglaševanja. Instagram predstavlja gonilno modno silo, ki postavlja modne smernice, ustvarja nove navdihe in veča prodajo blagovnim znamkam. Je vizualna platforma, ki je postala popoln kraj za modne ljubitelje. Njegove funkcije omogočajo kvalitetno predstavitev blagovne znamke sledilcem oz. potencialnim potrošnikom. Modne blagovne znamke na Instagramu predstavljajo modni vplivneži, ki uporabljajo različne oblike in strategije objavljanja. Veliki modni vplivneži, ki sodelujejo z globalnimi modnimi blagovnimi znamkami, navadno prihajajo iz visoko razvitih, večjih in v svetu vplivnih držav, medtem ko vplivneži iz nekoliko manj razvitih, manjših in v svetu manj prepoznanih držav po večini sodelujejo le z lokalno prepoznanimi modnimi blagovnimi znamkami. V diplomskem delu smo tako teoretično opredelili digitalizacijo in nastanek družbenih omrežij, razvoj Instagrama, uporabo te platforme v Sloveniji in Veliki Britaniji, vplivneže in podrobneje digitalne vplivneže, predstavili razvoj modnih vplivnežev ter njihovo delovanje z modnimi blagovnimi znamkami danes. Na koncu sledi podroben prikaz načinov pristopa modnih vplivnežev na Instagramu do sledilcev/potrošnikov. Ker smo z diplomskim delom želeli izvedeti, kakšna je razlika med pojavljanjem vplivnežev v različnih državah, smo v empiričnem delu preučili delovanje pojavljanja modnih vplivnežev iz Slovenije in Velike Britanije na Instagramu. Cel mesec smo vplivnežem sledili na Instagramu in beležili njihova dejanja glede na predhodno izbrane kriterije. S pridobljenimi podatki smo ugotovili, da so podobnosti velike in da oboji izbirajo precej podobne strategije pojavljanja. Razlog za to smo našli v tem, da so modni vplivneži iz Velike Britanije svetovno prepoznani in uspešnejši, zato manjši slovenski modni vplivneži z željo po uspehu posnemajo njihova dejanja. Digitalization and with it the development of the internet and social networks has brought completely new forms of advertising. Instagram is a driving force in fashion, setting fashion guidelines, creating new inspirations and increasing sales of brands. It represents a visual platform which is the perfect place for fashion lovers. Its various functions enable a quality presentation of the brand to followers or potential consumers. Fashion brands on Instagram are represented by fashion influencers who use different forms and strategies of posting. Big fashion influencers working with global fashion brands usually come from highly developed, larger and globally influential countries, while influencers from slightly less developed, smaller and less recognized countries mostly only work with locally recognized fashion brands. In the diploma work, we have theoretically defined digitalization and the emergence of social networks, the development of Instagram and its use of Instagram in Slovenia and Great Britain, defined influencers and more specifically digital influencers, presented the development of fashion influencers and the operation of influencers with fashion brands today, after which there follows a detailed presentation of the ways in which fashion influencers approach followers/consumers on Instagram. Since we wanted to find out the difference between the appearance of influential people in different countries with our diploma work, we performed an analysis of the appearance on Instagram of people influential in fashion from Slovenia and Great Britain in the empirical part. Throughout the selected month, we followed influential people on Instagram and recorded their actions according to previously selected criteria. With the help of the data obtained, we found that the similarities are large and that they choose quite similar emergence strategies. We found that the reason for this is in the fact that fashion influencers from Great Britain are recognized worldwide and are more successful, so our smaller Slovenian fashion influencers imitate their actions. modni vplivneži Instagram pojavljanje vplivneži iz Slovenije vplivneži iz Velike Britanije fashion influencers Instagram appearance influencers from Slovenia influencers from Great Britain true true false J. Kocijan Slovenski jezik Angleški jezik Diplomsko delo/naloga 2022-06-25 16:13:05 2022-10-12 11:27:36 2022-10-13 03:26:32 0000-00-00 00:00:00 2022 0 [Maribor] 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3:004.738.5 125271299 UN_Kocijan_Julija_2022.pdf UN_Kocijan_Julija_2022.pdf 1 0E9B0AC8610652ED141F4CC42D2B2133 38d446ab05406c23e62f9937b1eeb36bba21c2e86fb9ba2dfc5b2f7ad25bfdf7 f146ae86-246d-11ed-9ef6-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=160794 Ekonomsko-poslovna fakulteta 0 0 0