Vloga vplivnostnega marketinga pri oblikovanju nakupnih odločitev športnih oblačil

Konečnik Flakus, Vanessa

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Title:	Vloga vplivnostnega marketinga pri oblikovanju nakupnih odločitev športnih oblačil
Authors:	ID Konečnik Flakus, Vanessa (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Konecnik_Flakus_Vanessa_2026.pdf (2,56 MB) MD5: 892F66B13679E91349EE4D4777AAC089
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Sodobno tržno okolje zaznamuje hiter razvoj digitalnih tehnologij in družbenih omrežij, kar je spremenilo načine komunikacije med podjetji in končnimi potrošniki. Tradicionalne oblike oglaševanja postopoma izgubljajo svojo prvotno učinkovitost, saj sodobni kupci vse pogosteje iščejo osebne, pristne in bolj verodostojne vire informacij. Kot ena najmočnejših oblik sodobnega digitalnega komuniciranja se je uveljavil vplivnostni marketing, ki temelji na vzpostavljanju tesnih odnosov in zaupanja med spletnimi vplivneži ter njihovimi sledilci. Predmet obravnave tega magistrskega dela je podrobna proučitev delovanja tega marketinškega pristopa, s posebnim poudarkom na hitro rastočem in izjemno konkurenčnem trgu športnih oblačil. V magistrskem delu analiziramo celoten proces nakupnega odločanja sodobnih potrošnikov in sicer od začetnega prepoznavanja potreb pa vse do ponakupnega vedenja ter ugotavljamo, v kolikšni meri na posamezne faze tega procesa vplivajo priporočila in vsebine ustvarjalcev na družbenih platformah. V empiričnem delu naloge smo s pomočjo kvantitativne raziskave preučili vlogo vplivnežev pri oblikovanju nakupnih odločitev športnih oblačil. Rezultati raziskave so pokazali, da ima vplivnostni marketing izjemno močno vlogo pri oblikovanju potrošniških navad, saj je velika večina anketirancev že kupila športna oblačila na podlagi neposrednega priporočila vplivneža. Kot ključno in daleč najpomembnejše družbeno omrežje za spremljanje modnih ter športnih vsebin se je izkazal Instagram, ki s svojo vizualno naravo ostaja osrednje središče za interakcijo med blagovnimi znamkami, vplivneži in kupci. Potrošniki tovrstna priporočila pogosto dojemajo kot bolj pristna v primerjavi s klasičnimi oglasi. Ugotovitve magistrskega dela potrjujejo, da strateško načrtovano sodelovanje z ustreznimi vplivneži podjetjem omogoča učinkovitejši doseg ciljnih skupin, krepitev prepoznavnosti lastne blagovne znamke ter neposredno spodbujanje končnih nakupnih odločitev.
Keywords:	vplivnostni marketing, vplivneži družbena omrežja, nakupne odločitve, športna oblačila.
Place of publishing:	Maribor
Publisher:	V. Konečnik Flakus]
Year of publishing:	2026
PID:	20.500.12556/DKUM-98626
UDC:	366.12:004
COBISS.SI-ID:	290635011
Publication date in DKUM:	10.09.2026
Views:	127
Downloads:	9
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:	24.06.2026

Secondary language

Language:	English
Title:	The role of influencer marketing in shaping sportswear purchase decisions
Abstract:	The modern business environment is characterized by the rapid development of digital technologies and social media, which has significantly transformed the way businesses and consumers communicate. Traditional forms of advertising are gradually losing their original effectiveness, as modern consumers increasingly seek out personal, authentic, and more credible sources of information. Influencer marketing has established itself as one of the most powerful forms of modern digital communication, based on building close relationships and trust between online influencers and their followers. The subject of this master’s thesis is a detailed examination of how this marketing approach works, with a special focus on the rapidly growing and highly competitive market for sports apparel. In this master’s thesis, we analyze the entire purchasing decision-making process of modern consumers—from the initial identification of needs all the way through post-purchase behavior—and determine the extent to which recommendations and content from creators on social media platforms influence the individual phases of this process. In the empirical part of this thesis, we used quantitative research to examine the role of influencers in shaping purchasing decisions regarding sports apparel. The results of the research showed that influencer marketing plays an exceptionally strong role in shaping consumer habits, as most respondents had already purchased sportswear based on a direct recommendation from an influencer. Instagram emerged as the key and by far the most important social network for following fashion and sports content; with its visual nature, it remains the central hub for interaction between brands, influencers, and buyers. Consumers often perceive such recommendations as more authentic compared to traditional advertisements. The findings of this master’s thesis confirm that strategically planned collaboration with relevant influencers enables companies to reach target groups more effectively, strengthen their own brand recognition, and directly influence final purchasing decisions.
Keywords:	influencer marketing, influencers, social media, purchase decisions, sportswear.

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