20.500.12556/DKUM-96402 Vloga vizualnega marketinga izdelkov za nego obraza na instagramu The role of visual marketing of skincare products on instagram Digitalni marketing se je v zadnji treh desetletjih z razvojem tehnologije bistveno spremenil, kar je privedlo do intenzivnega porasta oglaševanja na družbenih omrežjih. Ta so tako postala ključni kanal komuniciranja med podjetji in potrošniki. Med njimi ima posebno vlogo družbeno omrežje Instagram, ki je zaradi hitrega razvoja digitalnega marketinga postal eno najpomembnejših marketinško poslovnih orodij, še posebej za podjetja iz kozmetične industrije izdelkov za nego obraza. Platforma podjetjem omogoča učinkovit in hiter doseg ciljne skupine, poleg tega pa pomembno vpliva na način, kako se znamke preko vizualnih vsebin predstavljajo, komunicirajo in gradijo skupnost. V kozmetični industriji je vizualna komunikacija izjemno pomembna, saj podjetja preko estetsko dovršenih in vizualno privlačnih vsebin komunicirajo, gradijo zaupanje in spodbujajo prodajo. Vsebine, ki jih objavljajo, so lahko profesionalno ustvarjene s strani blagovne znamke ali pa jih ustvarijo influencerji oziroma uporabniki. Pri tem je ključno upoštevanje principov vizualnega marketinga, kamor sodi strateška raba fotografij, videov in drugih tipov vizualnih elementov z namenom doseganja želenih učinkov ter strateška uporaba barv, tipografije, kompozicije in drugih vizualnih elementov, ki odražajo prepoznavnost blagovne znamke. Porast umetne inteligence se vedno bolj odraža tudi v vizualnem marketingu izdelkov za nego obraza. Po eni strani omogoča ustvarjanje estetsko dovršenih in vizualno privlačnih podob, po drugi strani pa pretirana popolnost in neavtentičnost zmanjšujeta zaupanje v blagovno znamko. V okviru magistrskega dela smo se poglobili v pomen vizualno dovršenih vsebin, njihov vpliv na zaupanje uporabnikov v izdelke in blagovno znamko ter vlogo vizualnih elementov pri oblikovanju nakupne namere. Over the past three decades, digital marketing has undergone significant transformation driven by technological development, leading to an intensive increase in advertising on social media platforms. These platforms have become a key communication channel between companies and consumers. Among them, Instagram holds a particularly important role, as it has, due to the rapid growth of digital marketing, become one of the most relevant marketing and business tools, especially for companies in the cosmetics industry focusing on skin care products. The platform enables brands to reach their target audience effectively and quickly, while also influencing how they present themselves, communicate, and build communities through visual content. In the cosmetics industry, visual communication plays an essential role, as companies use aesthetically refined and visually appealing content to communicate, build trust and encourage sales. The published content can be professionally created by brands themselves or influencer or user-generated. A key element in this process is the application of visual marketing principles, which include the strategic use of photographs, videos, and other types of visual elements to achieve the desired effects, as well as the deliberate use of colour, typography, and composition to reflect brand identity and recognition. The rise of artificial intelligence is increasingly reflected in the visual marketing of skin care products. On one hand, it enables the creation of aesthetically sophisticated and visually attractive imagery, while on the other, excessive perfection and lack of authenticity may reduce consumer trust in the brand. This master’s thesis explores the importance of visually refined content, its impact on consumer trust in products and brands and the role of visual elements in shaping purchase intention. vizualni marketing izdelki za nego obraza Instagram estetika blagovna znamka zaupanje. visual marketing facial skincare products Instagram aesthetics brand identity consumer trust. true true false H. Rajnar] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-01-04 11:59:29 2026-02-05 13:32:05 2026-02-06 03:21:53 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13:004 267473923 MAG_Rajnar_Hana_2026.pdf MAG_Rajnar_Hana_2026.pdf 1 B0497198EB651EE079D6BEBBAEB06E26 5ab72c3827ef1c8d3b52d6ca541ff68f8c9e71f67a90671e06fc8db132a25882 b56e0a51-f625-11f0-8ae2-00155d580e02 https://dk.um.si/Dokument.php?lang=slv&id=202300 Ekonomsko-poslovna fakulteta 0 0 0