Vpliv ugleda vplivnežev družbenih medijev na nakupne namere sledilcev

Perdigal, Špela

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Title:	Vpliv ugleda vplivnežev družbenih medijev na nakupne namere sledilcev
Authors:	ID Perdigal, Špela (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	MAG_Perdigal_Spela_2025.pdf (2,12 MB) MD5: F887162C6F38CCCEB8EB6B686F805381
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V zadnjih letih so platforme družbenih medijev spremenile komunikacijsko krajino in omogočile posameznikom in organizacijam takojšnjo interakcijo z globalnim občinstvom. Ker več kot polovica svetovnega prebivalstva aktivno uporablja platforme, kot so Instagram, YouTube in TikTok, so se družbeni mediji pojavili ne le kot medij za osebno izražanje, temveč tudi kot močan kanal za trženje in gradnjo blagovne znamke. Hitro širjenje vsebin je spremenilo način, kako odjemalci odkrivajo izdelke, oblikujejo mnenja in sprejemajo nakupne odločitve. Posledično so se tržniki od tradicionalnega oglaševanja preusmerili k bolj niansiranim, medosebnim pristopom, ki izkoriščajo sposobnost ustvarjalcev vsebin za spodbujanje zaupanja, pristnosti in angažiranosti. Znotraj tega razvijajočega se digitalnega ekosistema so vplivneži, opredeljeni kot posamezniki, ki so si pridobili predano bazo sledilcev in kažejo sposobnost oblikovanja stališč in vedenja s svojimi vsebinami, postali osrednje osebnosti. Za razliko od slavnih osebnosti, ki pogosto postanejo znane prek tradicionalnih kanalov (film, šport ali glasba), vplivneži na družbenih omrežjih običajno pridobijo prepoznavnost z dosledno angažiranostjo in avtentičnostjo. Njihova verodostojnost izhaja iz njihove sposobnosti poistovetenja ali zaznanega strokovnega znanja na določenem področju, kar jim daje raven zaupanja, ki v mnogih primerih presega zaupanje konvencionalnih oglaševalcev. Sčasoma so blagovne znamke spoznale, da lahko partnerstvo s takimi vplivneži obide del skepticizma, ki ga ustvarja tradicionalno oglaševanje, in omogoči bolj organske in integrirane oblike oglaševanja izdelkov. Vplivnostno marketinško komuniciranje, strateško sodelovanje med blagovnimi znamkami in vplivneži za promocijo izdelkov ali storitev, se je hitro razvilo v večmilijardno industrijo in postalo nepogrešljiv del sodobnih marketinških strategij. Ta pristop izkorišča obstoječo bazo sledilcev vplivneža za okrepitev sporočil blagovne znamke na način, ki se zdi naraven za družbeno platformo. Namesto da bi prekinilo uporabniško izkušnjo z tradicionalnimi oglasi, vplivnostno marketinško komuniciranje brezhibno integrira promocijsko vsebino v običajne objave vplivnežev. Ta pristop velja za bolj pristnega in vodi do večje angažiranosti, saj sledilci bolj zaupajo priporočilom vplivnežev kot priporočilom iz tradicionalnega korporativnega oglaševanja. Vendar pa temelji učinkovitosti vplivnostnega marketinškega komuniciranja negotovo slonijo na kompleksnem in pogosto krhkem elementu – ugledu. Za blagovne znamke ugled predstavlja kolektivno zaznavo njihove verodostojnosti, zanesljivosti, kakovosti in vrednot v očeh odjemalcev in deležnikov, ki se razvija skozi čas. Podobno je ugled vplivnežev temeljnega pomena za njihovo sposobnost vplivanja in ustvarjanja komercialne vrednosti. Ko blagovna znamka sodeluje z vplivnežem, se učinkovito uskladi z vrednotami in javno podobo te osebe. Zato morajo blagovne znamke temeljito oceniti ugled vplivneža, da zagotovijo skladnost vrednot, tona in stopnje zaupanja, ki jo vzbuja pri svojem občinstvu. Končni cilj večine marketinških kampanj vplivnežev je pozitivno vplivati na vedenje odjemalcev, pri čemer je nakupna namera ključni predhodnik in kazalnik uspeha. Nakupna namera predstavlja odjemalčev zavestni načrt ali verjetnost, da bo v prihodnosti kupil določen izdelek ali storitev. Magistrsko delo se izrecno osredotoča na ugled vplivnežev skozi štiri različne dimenzije – komunikacijske sposobnosti, vpliv, avtentičnost in strokovnost – in si prizadeva raziskati povezanost med temi dimenzijami in nakupno namero z uporabo korelacijske analize.
Keywords:	Vplivneži, družbeni mediji, vplivnostno marketinško komuniciranje, ugled, nakupna namera.
Place of publishing:	Maribor
Publisher:	Š. Perdigal
Year of publishing:	2025
PID:	20.500.12556/DKUM-93115
UDC:	366.12
COBISS.SI-ID:	241304579
Publication date in DKUM:	03.07.2025
Views:	127
Downloads:	103
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:	06.06.2025

Secondary language

Language:	English
Title:	The impact of social media influencers' reputation on followers' purchase intentions
Abstract:	In recent years, social media platforms have transformed the landscape of communication, enabling individuals and organizations to interact with global audiences instantaneously. With over half of the world’s population actively engaging on platforms such as Instagram, YouTube and TikTok, social media has emerged not only as a medium for personal expression but also as a powerful channel for marketing and brand building. The rapid diffusion of content has altered how consumers discover products, form opinions, and make purchasing decisions. As a result, marketers have shifted away from traditional advertising toward more nuanced, relational approaches that leverage content creators’ ability to foster trust, authenticity, and engagement. Within this evolving digital ecosystem, influencers, defined as individuals who have amassed a dedicated following and exhibit the capacity to shape attitudes and behaviors through their content, have become central figures. Unlike celebrities who often rise to prominence through traditional channels (film, sports, or music), social media influencers typically gain recognition through consistent engagement and authenticity. Their credibility stems from their relatability or perceived expertise or in a particular domain, thereby granting them a level of trust that, in many cases, outstrips that of conventional advertisers. Over time, brands have recognized that partnering with such influencers can bypass some of the skepticism generated by traditional advertising, enabling more organic and integrated forms of product endorsement. Influencer marketing, the strategic collaboration between brands and influencers to promote products or services, has rapidly evolved into a multi‐billion‐dollar industry and became indispensable component of contemporary marketing strategies. This approach leverages the influencer’s existing follower base to amplify brand messages in a way that feels natural to the social platform. Rather than disrupting the user experience with traditional advertisements, influencer marketing integrates promotional content seamlessly into the influencer’s usual posts. This approach is seen as more authentic, leading to increased engagement, as followers tend to trust the influencer’s recommendations more than those from traditional corporate advertising. However, the very foundation of influencer marketing's effectiveness rests precariously on a complex and often fragile element – reputation. For brands, reputation represents the collective perception of their credibility, reliability, quality, and values in the eyes of consumers and stakeholders, developed over time. Similarly, an influencers reputation is fundamental to their ability to influence and generate commercial value. When a brand collaborates with an influencer, it effectively aligns itself with that individual’s values and public image. Therefore, brands must thoroughly evaluate an influencer’s reputation to ensure alignment in values, tone, and the level of trust they inspire in their audience. This master’s thesis focuses explicitly on influencer reputation through four distinct dimensions—communication skills, influence, authenticity, and expertise—and aims to investigate the relationship between these dimensions and purchase intention using correlation analysis.
Keywords:	Influencers, social media, influencer marketing, reputation, purchase intention

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