20.500.12556/DKUM-97057 Vpliv instagrama in tiktoka na nakupovalne odločitve generacije y in generacije z The impact of instagram and tiktok on the purchasing decisions of generation y and generation z Družbena omrežja so v zadnjih letih postala pomemben del vsakdanjega življenja ter pomemben vir marketinških informacij, saj podjetjem omogočajo opazovanje, analizo in napovedovanje vedenja potrošnikov. Njihova vloga se je postopoma razvila iz osnovnega komunikacijskega in promocijskega kanala v strateško orodje, ki vpliva na oblikovanje nakupnih navad in odločitev potrošnikov. Posledično je za tržnike postalo vse pomembneje, da družbena omrežja uporabljajo premišljeno in strateško, z namenom doseganja konkurenčne prednosti in večje tržne uspešnosti. Magistrsko delo obravnava vpliv družbenih omrežij Instagram in TikTok na nakupovalne odločitve pripadnikov generacije Y in generacije Z. Obe generaciji sta izrazito povezani z uporabo digitalnih tehnologij, vendar se razlikujeta v načinu uporabe družbenih omrežij ter v odnosu do vsebin, ki se na teh platformah pojavljajo. V teoretičnem delu magistrskega dela so predstavljeni ključni koncepti družbenih omrežij, digitalnega marketinga in potrošniškega vedenja, s poudarkom na značilnostih generacije Y in generacije Z ter na vlogi Instagrama in TikToka pri tem. Empirični del magistrskega dela temelji na kvantitativni raziskavi, izvedeni s pomočjo anketnega vprašalnika, s katerim smo pridobili vpogled v uporabo družbenih omrežij Instagram in TikTok ter v zaznani vpliv vsebin na nakupovalne odločitve pripadnikov generacije Y in generacije Z. Raziskava je omogočila primerjavo obeh generacij ter identifikacijo vzorcev vedenja in zaznavanja, povezanih z vplivom družbenih omrežij na proces nakupnega odločanja. Rezultati empirične raziskave kažejo, da Instagram in TikTok predstavljata pomemben del digitalnega okolja obeh generacij, pri čemer vpliv teh platform na nakupovalne odločitve ni enoznačen in se razlikuje glede na vrsto vsebin ter individualne zaznave uporabnikov. Čeprav statistično značilne razlike med generacijama niso bile potrjene, raziskava izpostavlja relevantne trende in vedenjske značilnosti, ki prispevajo k boljšemu razumevanju vloge družbenih omrežij v sodobnem potrošniškem vedenju. Social media have become an integral part of everyday life in recent years and an important source of marketing information, as they enable companies to observe, analyse, and predict consumer behaviour. Their role has gradually evolved from a basic communication and promotional channel into a strategic tool that influences the formation of consumers’ purchasing habits and decision-making processes. Consequently, it has become increasingly important for marketers to use social media in a thoughtful and strategic manner in order to achieve a competitive advantage and improved market performance. This master’s thesis examines the impact of the social media platforms Instagram and TikTok on the purchasing decisions of members of Generation Y and Generation Z. Both generations are strongly connected to the use of digital technologies; however, they differ in their patterns of social media use and in their attitudes towards the content that appears on these platforms. The theoretical part of the thesis presents key concepts related to social media, digital marketing, and consumer behaviour, with a particular focus on the characteristics of Generation Y and Generation Z, as well as on the role of Instagram and TikTok within this context. The empirical part of the thesis is based on a quantitative research study conducted using a structured questionnaire, which provided insights into the use of Instagram and TikTok and into the perceived influence of content on the purchasing decisions of members of Generation Y and Generation Z. The research enabled a comparison between the two generations and the identification of behavioural and perceptual patterns related to the influence of social media on the purchasing decision-making process. The results of the empirical research indicate that Instagram and TikTok represent an important part of the digital environment of both generations; however, the influence of these platforms on purchasing decisions is not unambiguous and varies depending on the type of content and individual user perceptions. Although no statistically significant differences between the two generations were confirmed, the study highlights relevant trends and behavioural characteristics that contribute to a better understanding of the role of social media in contemporary consumer behaviour. generacija Y generacija Z družbena omrežja Instagram TikTok Generation Y Generation Z social media Instagram TikTok true true false S. Jaklin] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-02-13 19:33:45 2026-04-09 11:45:48 2026-04-10 03:17:15 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.1:004.738.5 274671363 MAG_Jaklin_Stella_2026.pdf MAG_Jaklin_Stella_2026.pdf 1 E8E58C96103064179B8EBCB9CCE8687D ec9fc6e6fd58c9396e98c0319e3678524b9bcf1b55f4ecf6b3022ed69cb0dc92 9d98fe7e-2541-11f1-ae72-00155d0001a1 https://dk.um.si/Dokument.php?lang=slv&id=204700 Ekonomsko-poslovna fakulteta 0 0 0