Stališča odjemalcev glede vplivnežev in njihove nakupne namere

Pal, Severina

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Title:	Stališča odjemalcev glede vplivnežev in njihove nakupne namere
Authors:	ID Pal, Severina (Author) ID Rožman, Maja (Mentor) More about this mentor... ID Milfelner, Borut (Comentor)
Files:	VS_Pal_Severina_2023.pdf (1,63 MB) MD5: 9A6872D807AA5C16B051311D50DD7B51
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V diplomskem delu sem analizirala stališča odjemalcev do vplivnežev, ki jih spremljajo na družbenih omrežjih, kot tudi njihove nakupne namere. Prva polovica teoretičnega dela opisuje stališča. Ta se oblikujejo kot celota vseh izkušenj, informacij in čustev do objekta opazovanja. V mojem diplomskem delu so ta objekt opazovanja vplivneži, ki so v današnjih časih izjemno pomembni, ker oglašujejo izdelke na družbenih omrežjih, podjetja pa z njihovo pomočjo lažje dosežejo potencialne odjemalce. Vplivneže in njihov pomen sem predstavila v drugi polovici teoretičnega dela. Analizo sem pripravila na podlagi anonimnega spletnega vprašalnika s pomočjo katerega sem proučila tri različne komponente stališč, ki so čustvena, razumska in vedenjska komponenta. Pri analiziranju čustvene komponente so respondenti ocenjevali različne lastnosti vplivnežev, kot so avtentičnost, iskrenost, pristnost, kredibilnost in podobno. Pri analiziranju razumske komponente so morali vplivneže oceniti kot dober ali slab vir informacij o izdelkih. Zadnja komponenta, ki sem jo analizirala je bila vedenjske komponenta, ki se je osredotočala na nakupno namero odjemalcev. Respondenti so lastnosti vplivnežev ocenili pozitivno, dojemajo pa jih tudi kot zanesljiv in dober vir informacij o izdelkih. Odjemalci pa imajo v povprečju izdelke, ki jih oglašujejo vplivnežev namen kupiti, vendar moramo upoštevati še druge dejavnike, ki lahko vplivajo na njihove nakupne odločitve.
Keywords:	stališča, odjemalci, vplivneži, družbena omrežja, oglaševanje.
Place of publishing:	Maribor
Publisher:	S. Pal
Year of publishing:	2023
PID:	20.500.12556/DKUM-84243
UDC:	659.1/.4
COBISS.SI-ID:	159232515
Publication date in DKUM:	19.07.2023
Views:	800
Downloads:	135
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	08.05.2023

Secondary language

Language:	English
Title:	Customers attitudes towards influencers and their purchase intentions
Abstract:	In my thesis I analyzed consumers attitudes towards influencers they follow on social media and their purchase intentions. The first half of theoretical part of my thesis describes attitudes. Attitudes are formed as a result of the experiences, information and emotions towards attitudes object. In my thesis the attitude object are influencers, who are nowadays very important, because they advertise products on social media, which helps companies reach their potential consumers. I described influencers and their meaning in second half of theoretical part of my thesis. For my analysis I prepared an online questionnaire that helped me analyze three different components of attitudes: affective, cognitive and behavioral component. When analyzing the affective component of attitudes, consumers had to judge different influencers traits, such as authenticity, honesty, sincerity, credibility and others. When analyzing the cognitive component, respondents had to judge influencers as a good or bad source of information. The last component I analyzed was the behavioral component, which focused on purchase intentions. All the traits have been evaluated very positively by the respondents in an online questionnaire. They evaluated influencers as a good source of product information. Consumers in general have intentions of buying product influencers advertise, but we must also consider other factors, that affect their purchase decisions.
Keywords:	attitudes, consumers, influencers, social media, advertising.

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