20.500.12556/DKUM-90297 Uporaba vplivnostnega marketinga v spletni trgovini Use of influencer marketing in online store Vplivnostni marketing je danes ključna marketinška strategija, ki podjetjem omogoča, da ostanejo konkurenčna v dinamičnem tržnem okolju. V preteklosti so vlogo vplivnežev pogosto igrali zvezdniki in javne osebnosti, vendar se je z razvojem družbenih omrežij ta vloga razširila na širši krog tistih, ki imajo pristne povezave s svojimi sledilci. Skozi čas se je vplivnostni marketing konstantno prilagajal potrošniškim navadam in ravno zaradi tega lahko danes ponazarja enega najbolj učinkovitih načinov za gradnjo blagovne znamke in povečanje prodaje. V diplomskem delu smo najprej obravnavali teoretična izhodišča, kjer smo raziskali zgodovino vplivnostnega marketinga, opredelili ključne pojme ter analizirali njegovo vlogo v današnjem poslovanju. V tem delu smo hkrati definirali različna družbena omrežja in preučili način delovanja vplivnostnega marketinga na teh platformah. V drugem, praktičnem delu, smo na podlagi teoretičnih izhodišč analizirali rabo vplivnostnega marketinga na primeru podjetja AMR d.o.o. Influencer marketing is a key marketing strategy today that allows companies to remain competitive in a dynamic marketing environment. In the past, celebrities and public figures often played the role of influencers. Still, with the development of social media, this role has expanded to a wider circle of people, who have authentic connections with their followers. Over time, influencer marketing has continuously adapted to consumer habits, which is why it can now represent one of the most effective ways to build a brand and increase sales. In the first part of the thesis, we address the theoretical foundations, where we explored the history of influencer marketing, defined key concepts, and analyzed its role in today's business environment. In this section, we also presented various social media platforms and explained how influencer marketing operates on their platforms. In the second, practical part, we analyzed the use of influencer marketing based on theoretical foundations through the example of the company AMR d.o.o. marketing vplivnostni marketing oblike vplivnostnega marketinga družbena omrežja vplivnež vplivnost marketing influencer marketing forms of influencer marketing social media influencer influence true true false T. Mumel Ošep Slovenski jezik Angleški jezik Diplomsko delo/naloga 2024-08-28 16:55:06 2024-10-10 12:25:06 2024-10-11 03:15:51 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 211023875 VS_Mumel_Osep_Tjasa_2024.pdf VS_Mumel_Osep_Tjasa_2024.pdf 1 F59E3D3ACD60A4C53D8B107A8E9E295D 4d33bc5bd2a76043972e81cbc47fa4a76911e231346b564cbe438a3e9dd7d7a6 4c5fa1f3-759d-11ef-8939-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=185382 Ekonomsko-poslovna fakulteta 0 0 0