Vloga virtualnih vplivnežev na nakupno vedenje potrošnikov

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Title:	Vloga virtualnih vplivnežev na nakupno vedenje potrošnikov
Authors:	ID Knez, Živa (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	UN_Knez_Ziva_2025.pdf (1,28 MB) MD5: FF8D78738547724648AC5A9370A31247
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Vplivneži na družbenih omrežjih so v zadnjem desetletju postali ena izmed najpomembnejših oblik digitalnega trženja, saj blagovne znamke vse pogosteje sodelujejo z njimi pri promociji svojih izdelkov in storitev. Sodobna digitalna okolja omogočajo, da se vplivnostne strategije razvijajo in prilagajajo novim trendom, pri čemer se poleg resničnih oseb vse bolj uveljavljajo tudi virtualni vplivneži – računalniško ustvarjene osebnosti, ki z napredno grafiko, domišljeno zgodbo in dosledno komunikacijo nastopajo kot javne figure na različnih družbenih platformah. Virtualni vplivneži se od svojih resničnih razlikujejo predvsem po tem, da jih ne omejujejo fizični in življenjski dejavniki, kar jim omogoča popolno prilagajanje ciljnim skupinam, neomejene kreativne možnosti in nadzor nad vsebino. Kljub temu se ob njihovi uporabi pojavljajo vprašanja o avtentičnosti, zaupanju ter dejanskem vplivu na nakupno vedenje potrošnikov. Diplomska delo se osredotoča na teoretično razumevanje koncepta virtualnih vplivnežev, njihovega mesta v sodobnem marketingu ter primerjavo z resničnimi vplivneži. Posebna pozornost je namenjena dejavnikom, ki oblikujejo odnos potrošnikov do teh digitalnih osebnosti, kot so kreativnost, doslednost komunikacije, usklajenost z vrednotami občinstva in prilagajanje vsebin ciljnim skupinam. Preučuje se, kako ti elementi vplivajo na zaznavo blagovnih znamk in oblikovanje nakupnih namenov, ter kako se virtualni vplivneži umeščajo v širši kontekst vplivnostnega marketinga in digitalnih strategij.
Keywords:	Virtualni vplivneži, nakupno vedenje, potrošniki, družbena omrežja, digitalni marketing, blagovne znamke.
Place of publishing:	Maribor
Publisher:	Ž. Knez]
Year of publishing:	2025
PID:	20.500.12556/DKUM-94969
UDC:	366.12
COBISS.SI-ID:	254464259
Publication date in DKUM:	23.10.2025
Views:	216
Downloads:	96
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:	30.08.2025

Secondary language

Language:	English
Title:	The role of virtual influencers on consumer purchasing behaviour
Abstract:	Influencers on social media have, over the past decade, become one of the most important forms of digital marketing, with brands increasingly collaborating with them to promote products and services. Modern digital environments enable influencer strategies to evolve and adapt to emerging trends, with virtual influencers – computer-generated personalities designed with advanced graphics, carefully crafted storylines, and consistent communication – becoming an increasingly visible part of this landscape. Virtual influencers differ from their real-life counterparts primarily in that they are not constrained by physical and lifestyle factors. This allows for complete adaptation to target audiences, unlimited creative possibilities, and full control over the content they produce. However, their use raises questions about authenticity, trust, and their actual influence on consumer purchasing behaviour. These factors trust, perceived authenticity, and recognisability are crucial to understanding how and to what extent virtual influencers can impact consumer decision-making. This thesis focuses on the theoretical understanding of the concept of virtual influencers, their role in contemporary marketing, and their comparison with real-life influencers. Special attention is given to the factors that shape consumers’ attitudes towards these digital personalities, such as creativity, consistency of communication, alignment with audience values, and the tailoring of content to specific target groups. The study examines how these elements influence brand perception and the formation of purchase intentions, and how virtual influencers are positioned within the broader context of influencer marketing and digital strategy.
Keywords:	Virtual influencers, buying behaviour, consumers, social media, digital marketing, brands.

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