20.500.12556/DKUM-82096 Oglaševanje z zvezdniki in vplivneži na družbenem omrežju Instagram diplomsko delo Celebrity and influencer advertising on Instagram V diplomskem delu smo predstavili oglaševanje z vplivneži in zvezdniki na Instagramu ter razlike med obema načinoma oglaševanja, hkrati pa raziskali, kateri način je bolj uspešen. Izvedli smo analizo objav slovenskih zvezdnikov in vplivnežev na Instagramu ter na podlagi stopnje angažiranosti ugotavljali, kateri način oglaševanja je v Sloveniji bolj uspešen. Ugotovili smo, da so slovenski vplivneži na Instagramu pri oglaševanju bolj uspešni kot slovenski zvezdniki, saj v povprečju dosegajo višjo stopnjo angažiranosti. Z anketo smo raziskali, kako uporabniki Instagrama v Sloveniji dojemajo oglaševanje z zvezdniki in vplivneži na Instagramu. Ugotavljali smo, ali imajo med uporabniki boljši ugled zvezdniki ali vplivneži, kateri jih z oglaševanjem bolj prepričajo za nakup izdelkov ali storitev ter mnenju katerih bolj zaupajo. In this thesis, we presented advertising with celebrities and influencers on Instagram, the differences between the two methods of advertising and explored which method is more successful. We analysed Instagram posts of Slovenian celebrities and influencers and determined which method of advertising is more successful in Slovenia, based on the engagement rate. We found that Slovenian influencers are more successful in advertising on Instagram than Slovenian celebrities, as they achieve a higher engagement rate on average. Our survey examined how Instagram users in Slovenia perceive advertising with celebrities and influencers on Instagram. We determined whether celebrities or influencers have a better reputation among users, who persuades them more to buy products or services through advertising and whose opinion they trust more. družbena omrežja Instagram oglaševanje zvezdniki vplivneži social media Instagram advertising celebrities influencers true true false [D. Golob] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2022-07-12 22:04:49 2022-08-12 07:42:10 2022-11-12 03:16:50 0000-00-00 00:00:00 2022 0 Maribor 0 Maribor 1 spletni vir (1 datoteka PDF (VII, 70 f.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1(043.2) 128920067 UN_Golob_Dona_2022.pdf UN_Golob_Dona_2022.pdf 1 945D78A0CFDED9A2C0600FD5285574B5 e93da1cab88a64ad34aab5e51dab3a2b97ebe173f79a695e9202c06c6ce23520 4b3a38b2-06bf-11ed-a4de-00155d000105 20.500.12556/dkum/597f345d-6ecd-4db8-b5f7-e525970b0d18 https://dk.um.si/Dokument.php?lang=slv&id=159454 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0