Vpliv instagrama in tiktoka na nakupovalne odločitve generacije y in generacije z

Jaklin, Stella

| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font

First page > Show document

Show document

Title:	Vpliv instagrama in tiktoka na nakupovalne odločitve generacije y in generacije z
Authors:	ID Jaklin, Stella (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Jaklin_Stella_2026.pdf (1,47 MB) MD5: E8E58C96103064179B8EBCB9CCE8687D
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Družbena omrežja so v zadnjih letih postala pomemben del vsakdanjega življenja ter pomemben vir marketinških informacij, saj podjetjem omogočajo opazovanje, analizo in napovedovanje vedenja potrošnikov. Njihova vloga se je postopoma razvila iz osnovnega komunikacijskega in promocijskega kanala v strateško orodje, ki vpliva na oblikovanje nakupnih navad in odločitev potrošnikov. Posledično je za tržnike postalo vse pomembneje, da družbena omrežja uporabljajo premišljeno in strateško, z namenom doseganja konkurenčne prednosti in večje tržne uspešnosti. Magistrsko delo obravnava vpliv družbenih omrežij Instagram in TikTok na nakupovalne odločitve pripadnikov generacije Y in generacije Z. Obe generaciji sta izrazito povezani z uporabo digitalnih tehnologij, vendar se razlikujeta v načinu uporabe družbenih omrežij ter v odnosu do vsebin, ki se na teh platformah pojavljajo. V teoretičnem delu magistrskega dela so predstavljeni ključni koncepti družbenih omrežij, digitalnega marketinga in potrošniškega vedenja, s poudarkom na značilnostih generacije Y in generacije Z ter na vlogi Instagrama in TikToka pri tem. Empirični del magistrskega dela temelji na kvantitativni raziskavi, izvedeni s pomočjo anketnega vprašalnika, s katerim smo pridobili vpogled v uporabo družbenih omrežij Instagram in TikTok ter v zaznani vpliv vsebin na nakupovalne odločitve pripadnikov generacije Y in generacije Z. Raziskava je omogočila primerjavo obeh generacij ter identifikacijo vzorcev vedenja in zaznavanja, povezanih z vplivom družbenih omrežij na proces nakupnega odločanja. Rezultati empirične raziskave kažejo, da Instagram in TikTok predstavljata pomemben del digitalnega okolja obeh generacij, pri čemer vpliv teh platform na nakupovalne odločitve ni enoznačen in se razlikuje glede na vrsto vsebin ter individualne zaznave uporabnikov. Čeprav statistično značilne razlike med generacijama niso bile potrjene, raziskava izpostavlja relevantne trende in vedenjske značilnosti, ki prispevajo k boljšemu razumevanju vloge družbenih omrežij v sodobnem potrošniškem vedenju.
Keywords:	generacija Y, generacija Z, družbena omrežja, Instagram, TikTok
Place of publishing:	Maribor
Publisher:	S. Jaklin]
Year of publishing:	2025
PID:	20.500.12556/DKUM-97057
UDC:	366.1:004.738.5
COBISS.SI-ID:	274671363
Publication date in DKUM:	09.04.2026
Views:	209
Downloads:	83
Metadata:
Categories:	EPF
:	Copy citation

Average score:	(0 votes)
Your score:	Voting is allowed only for logged in users.
Share:

Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

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:	13.02.2026

Secondary language

Language:	English
Title:	The impact of instagram and tiktok on the purchasing decisions of generation y and generation z
Abstract:	Social media have become an integral part of everyday life in recent years and an important source of marketing information, as they enable companies to observe, analyse, and predict consumer behaviour. Their role has gradually evolved from a basic communication and promotional channel into a strategic tool that influences the formation of consumers’ purchasing habits and decision-making processes. Consequently, it has become increasingly important for marketers to use social media in a thoughtful and strategic manner in order to achieve a competitive advantage and improved market performance. This master’s thesis examines the impact of the social media platforms Instagram and TikTok on the purchasing decisions of members of Generation Y and Generation Z. Both generations are strongly connected to the use of digital technologies; however, they differ in their patterns of social media use and in their attitudes towards the content that appears on these platforms. The theoretical part of the thesis presents key concepts related to social media, digital marketing, and consumer behaviour, with a particular focus on the characteristics of Generation Y and Generation Z, as well as on the role of Instagram and TikTok within this context. The empirical part of the thesis is based on a quantitative research study conducted using a structured questionnaire, which provided insights into the use of Instagram and TikTok and into the perceived influence of content on the purchasing decisions of members of Generation Y and Generation Z. The research enabled a comparison between the two generations and the identification of behavioural and perceptual patterns related to the influence of social media on the purchasing decision-making process. The results of the empirical research indicate that Instagram and TikTok represent an important part of the digital environment of both generations; however, the influence of these platforms on purchasing decisions is not unambiguous and varies depending on the type of content and individual user perceptions. Although no statistically significant differences between the two generations were confirmed, the study highlights relevant trends and behavioural characteristics that contribute to a better understanding of the role of social media in contemporary consumer behaviour.
Keywords:	Generation Y, Generation Z, social media, Instagram, TikTok

Comments

Leave comment

You must log in to leave a comment.

Comments (0)

0 - 0 / 0

There are no comments!

Back