Vpliv mikro in makro vplivnežev na nakupne namere sledilcev

Grabnar, Ajda

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Title:	Vpliv mikro in makro vplivnežev na nakupne namere sledilcev
Authors:	ID Grabnar, Ajda (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	MAG_Grabnar_Ajda_2025.pdf (3,28 MB) MD5: B646D7C304FD1E23637DBEF4E9C24154
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Hiter razvoj družbenih omrežij je bistveno preoblikoval dinamiko digitalnega marketinga, še posebej digitalnega marketinškega komuniciranja in vedenja odjemalcev. Vplivnostni marketing se je uveljavil kot ključna promocijska strategija, pri čemer imajo vplivneži osrednjo vlogo pri oblikovanju nakupnih namer svojih sledilcev. Magistrsko delo je bilo namenjeno raziskovanju in primerjavi vpliva mikro in makro vplivnežev na nakupne odločitve sledilcev. V teoretičnem delu smo opredelili temeljne koncepte vplivnostnega marketinga ter razlike med mikro vplivneži (10.000 do 99.999 sledilcev) in makro vplivneži (100.000 do 1.000.000 sledilcev). Preučili smo dejavnike, kot so zaupanje, avtentičnost in angažiranost, ter njihov vpliv na nakupne odločitve odjemalcev. Pregled obstoječih raziskav je pokazal, da mikro vplivneži pogosto vzbujajo večjo stopnjo avtentičnosti in zaupanja, medtem ko makro vplivneži zagotavljajo večji domet in prepoznavnost, kar lahko različno vpliva na vedenje odjemalcev. Empirični del temelji na kvantitativni metodologiji. Izvedena je bila spletna anketa med odjemalci družbenih omrežij (n = 119), s katero smo preverili štiri raziskovalne hipoteze. Osrednji cilj je bil ugotoviti, ali obstajajo statistično značilne razlike med mikro in makro vplivneži glede na stopnjo zaupanja v oglaševalske pozive, vpliv glede na spol sledilcev, učinkovitost priporočil pri oblikovanju nakupne namere ter splošno učinkovitost vplivnežev. Rezultati so pokazali, da med analiziranimi skupinami ni bilo statistično značilnih razlik. Izkaže se, da razlike med mikro in makro vplivneži same po sebi niso zadosten dejavnik za predvidevanje vedenja sledilcev, saj na njihove odzive vplivajo številni drugi dejavniki, vključno s psihološkimi značilnostmi sledilcev, kontekstom komunikacije, vsebino sporočil in algoritmi družbenih omrežij, ki določajo vidnost in doseg objav. Magistrsko delo prispeva k poglobljenemu razumevanju vplivnostnega marketinga v slovenskem okolju ter ponuja izhodišče za prihodnje raziskave. Te bi se lahko osredotočile na kvalitativne vidike vpliva, dolgoročno sodelovanje med vplivneži in blagovnimi znamkami ter primerjavo vpliva vplivnežev na različnih platformah.
Keywords:	mikro vplivneži, makro vplivneži, zaupanje, nakupne namere, vplivnostni marketing
Place of publishing:	Maribor
Publisher:	A. Grabnar
Year of publishing:	2025
PID:	20.500.12556/DKUM-93240
UDC:	659.3
COBISS.SI-ID:	246929155
Publication date in DKUM:	28.08.2025
Views:	128
Downloads:	63
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:	15.06.2025

Secondary language

Language:	English
Title:	The impact of micro and macro influencers on followers' purchase intentions
Abstract:	The rapid development of social media has fundamentally transformed the dynamics of digital marketing and consumer behavior. Influencer marketing has emerged as a powerful promotional strategy, with influencers playing a key role in shaping the purchasing intentions of their followers. This master's thesis aimed to explore and compare the impact of micro- and macro-influencers on the purchasing intentions of their audiences. In the theoretical part, we defined the key concepts of influencer marketing, differentiated between micro-influencers (fewer than 100,000 followers) and macro-influencers (more than 100,000 followers), and examined how trust, authenticity, and engagement influence consumer decision-making. A review of previous research highlighted that micro-influencers often elicit higher levels of authenticity and trust, while macro-influencers tend to offer broader reach and greater visibility, which can have varying effects on consumer behavior. The empirical section employed a quantitative research methodology. We conducted an online survey among social media users (n = 120) to test four research hypotheses. The core objective was to determine whether statistically significant differences exist between micro- and macro-influencers in terms of: trust in advertising messages, gender-based influence among followers, the effectiveness of recommendations on purchasing intent, and overall influence efficiency based on the influencer type. The findings revealed no statistically significant differences between the two influencer groups across the variables analyzed. However, these results do not diminish the relevance of the study; rather, they underscore the complexity of the relationship between influencers and their followers. The research indicates that the distinction between micro- and macro-influencers alone is insufficient to predict follower behavior, as numerous other factors—such as followers’ psychological traits, the context of message delivery, and social media algorithms that control post visibility and reach—also play a significant role. This thesis contributes to a deeper understanding of influencer marketing within the Slovenian context and provides a foundation for future research. Subsequent studies could focus on in-depth qualitative analyses, long-term collaborations between influencers and brands, and comparative assessments of influencer impact across different social media platforms.
Keywords:	micro influencers, macro influencers, trust, purchase intentions, influencer marketing

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