Vpliv socialnih omrežij na nakupno vedenje slovenskih milenijcev

Opalič, Špela Vesna

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Title:	Vpliv socialnih omrežij na nakupno vedenje slovenskih milenijcev
Authors:	ID Opalič, Špela Vesna (Author) ID Mumel, Damijan (Mentor) More about this mentor...
Files:	UN_Opalic_Spela_Vesna_2023.pdf (1,89 MB) MD5: 7D04471C4F9F028DA1502CBAC44E3069
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Socialna omrežja so povezala ljudi po vsem svetu in jim omogočila lažjo komunikacijo. Postala so izdaten vir informacij, tudi takšnih o izdelkih in storitvah. Uporablja jih že več kot polovica svetovnega prebivalstva, število uporabnikov pa iz dneva v dan narašča. Nič drugače ni v Sloveniji, kjer je ustvarjen profil na vsaj enem izmed socialnih omrežij, po podatkih iz leta 2019, imelo kar 82 % Slovencev, starih med 16 in 74 let. Podjetja želijo biti tam, kjer so porabniki, zato ne čudi, da na socialnih omrežjih narašča tudi število profilov, ustvarjenih s strani podjetij. Tako kot imajo porabniki z ustvarjanjem vsebin o izdelkih in storitvah moč vplivati še na ostale porabnike, skušajo tudi podjetja vplivati na nakupno vedenje porabnikov in jih prepričati v nakup njihovih izdelkov. Z ustreznim nastopom in pravimi promocijskimi aktivnostmi na socialnih omrežjih lahko učinkovito vplivajo na vse stopnje procesa nakupnega odločanja, katerega rezultat je nakup ali nenakup izdelka. Proces odločanja je zaradi tega za tržnike še posebej pomemben, zato ga tudi v tem diplomskem delu podrobneje obravnavamo. Posredovanje informacij na socialnih omrežjih je popularno tudi zato, ker je mogoče zelo natančno določiti ciljno skupino. Če segmentiramo porabnike po starosti, so milenijci tista generacija, ki je glede na raziskave najtesneje povezana s socialnimi omrežji, zato so milenijci predmet raziskave v empiričnem delu in podrobneje predstavljeni v teoretičnem delu. V empiričnem delu sem s pomočjo ankete spraševala slovenske milenijce o vplivu informacij, pridobljenih na socialnih omrežjih, nanje oziroma na njihovo nakupno vedenje. S preverjanjem zastavljenih raziskovalnih vprašanj sem ugotovila, da tovrstne informacije vplivajo na njihovo nakupno vedenje. K nakupu jih najbolj spodbudijo pozitivni komentarji drugih uporabnikov, objavljene slike ter videoposnetki in tudi to, če nek izdelek na socialnih omrežjih postane zelo popularen. Večina pred nakupom pregleda informacije in »reviewe«, kar tudi vpliva na njihovo nakupno odločitev. To je tudi faza v procesu odločanja, v kateri je vpliv socialnih omrežij nanje oziroma na njihovo nakupno vedenje najbolj opazen, prisoten pa je v vseh petih fazah procesa odločanja. Slovenski milenijci se vpliva informacij na njihovo nakupno vedenje tudi dobro zavedajo. Socialno omrežje, ki s svojimi vsebinami najbolj vpliva na nakupno vedenje slovenskih milenijcev, je Facebook.
Keywords:	socialna omrežja, milenijci, nakupno vedenje, proces odločanja
Place of publishing:	Maribor
Publisher:	Š. V. Opalič
Year of publishing:	2023
PID:	20.500.12556/DKUM-85271
UDC:	366.1:004.738.5
COBISS.SI-ID:	168594435
Publication date in DKUM:	16.10.2023
Views:	559
Downloads:	217
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:	24.08.2023

Secondary language

Language:	English
Title:	The impact of social media on purchasing behaviour of slovenian millennials
Abstract:	Social networks have connected people all over the world and, therefore, made it easier for them to communicate. They have become a rich source of information, even about products and services. They are already used by more than half of the world's population, and the number of users is growing every day. It is no different in Slovenia, where, according to the data from 2019, as many as 82 % of Slovenian people between the ages of 16 and 74 have created a profile on at least one of the social networks. Companies want to be where consumers are, so it is no surprise that the number of profiles created by companies on social networks is also increasing. Just as consumers have the power to influence other consumers by creating content about products and services, companies also try to influence the purchasing behavior of consumers and convince them to buy their products. With an appropriate appearance and the right promotional activities on social networks, they can effectively influence all stages of the purchase decision-making process, the result of which is the purchase or non-purchase of a product. For this reason, the decision-making process is particularly important for marketers, which is why we discuss it in more detail in this thesis. Marketing on social networks is also popular because it is possible to define the target group very precisely. If we segment consumers by age, millennials are the generation that, according to the research, is most closely connected to social networks, which is why Slovenian millennials are the subject of research in the empirical part and are presented in the theoretical part in more detail. In the empirical part, with the help of a survey, I asked Slovenian millennials about the impact of information obtained on social networks on them or on their purchasing behavior. By analyzing the research questions, I found that this type of information does affect their purchasing behavior. They are most encouraged to buy by receiving positive comments from other users, seeing published pictures and videos, and also if a product becomes very popular on social networks. Most of them check information and "reviews" before making a purchase, which also influences their purchase decision. This is also the stage in the decision-making process in which the influence of social networks on them or their purchasing behavior is most significant. The impact is also present in all five stages of the decision-making process. Slovenian millennials are also well aware of the influence of information on their purchasing behavior. The social network that most influences the purchasing behavior of Slovenian millennials with its content is Facebook.
Keywords:	social media, millenials, purchasing behaviour, decison making process

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