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Title:Uporaba vplivnostnega marketinga v spletni trgovini
Authors:ID Mumel Ošep, Tjaša (Author)
ID Završnik, Bruno (Mentor) More about this mentor... New window
Files:.pdf VS_Mumel_Osep_Tjasa_2024.pdf (2,07 MB)
MD5: F59E3D3ACD60A4C53D8B107A8E9E295D
 
Language:Slovenian
Work type:Bachelor thesis/paper
Typology:2.11 - Undergraduate Thesis
Organization:EPF - Faculty of Business and Economics
Abstract: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.
Keywords:marketing, vplivnostni marketing, oblike vplivnostnega marketinga, družbena omrežja, vplivnež, vplivnost
Place of publishing:Maribor
Publisher:T. Mumel Ošep
Year of publishing:2024
PID:20.500.12556/DKUM-90297 New window
UDC:339.138
COBISS.SI-ID:211023875 New window
Publication date in DKUM:10.10.2024
Views:117
Downloads:49
Metadata:XML DC-XML DC-RDF
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:28.08.2024

Secondary language

Language:English
Title:Use of influencer marketing in online store
Abstract: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.
Keywords:marketing, influencer marketing, forms of influencer marketing, social media, influencer, influence


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