Vpliv umeščanja slavnih osebnosti v oglase na vedenje odjemalcev

magistrsko delo

Kristina Virant (Author), Damijan Mumel (Mentor)

Abstract

Dandanes se z vsakodnevno uporabo internetnih storitev, socialnih omrežij in vsesplošne množične komunikacije prav na vsakem koraku srečujemo z oglaševanjem. Med oglaševalci je zelo priljubljeno, da v svoje oglase umeščajo slavne osebnosti, ki na različne načine predstavljajo izdelek/storitev oziroma blagovno znamko. Slavne osebnosti, ki nastopajo v oglasih, nas lahko z izdelkom/storitvijo seznanjajo, ga uporabljajo, o njem svetujejo ali se z njim predstavljajo. Oglaševalci se zavedajo, da si z indosiranjem slavne osebnosti pridobijo ogromno potrošnikove pozornosti, in sicer ne le oboževalcev slavne osebnosti, temveč tudi tistih, ki niso v krogu njihove primarne publike, vendar so vseeno nehote izpostavljeni vplivu slavne osebe. Takšni oglasi so med odjemalci zelo priljubljeni in so tudi bolj zapomljivi, všečni, pritegnejo več pozornosti in vzbudijo željo po nakupu izdelka/storitve. Za oglaševalca je pomembno, da pri izbiri slavne osebnosti upošteva ključne lastnosti, ki naj bi jih imela ta oseba, in sicer verodostojnost, privlačnost, strokovnost in njeno socialno moč. Odjemalci imajo rajši izdelke oziroma storitve, ki jih indosirajo slavne osebe, kot tiste, ki jih ne. Slavnejša kot je oseba, hitreje se bodo odjemalci odločili za nakup. V teoretičnem delu smo definirali pojem in načine oglaševanja. Pojasnili smo, kaj je nakupno vedenje odjemalcev, in predstavili vrste nakupnega vedenja. Pojasnili smo tudi pojem blagovne znamke. Zatem smo opisali uporabo slavnih osebnosti v oglasih. Najprej smo definirali pojem slavna/znana oseba in nato pojasnili vplive umeščanja slavnih osebnosti v oglase na vedenje odjemalcev. V empiričnem delu naloge smo predstavili rezultate raziskave, izvedene med uporabniki spleta na področju Slovenije. Ugotoviti smo želeli, ali umeščanje slavnih osebnosti v oglase vpliva na vedenje odjemalcev. Ugotovili smo, da imajo respondenti pozitivno mnenje o oglasih, v katerih nastopajo slavne osebnosti. Spoznali smo tudi, da privlačnost, zanesljivost in strokovnost slavne osebe vplivajo na nakupno namero odjemalcev, na mnenje o oglasih, v katerih nastopajo slavne osebnosti, in tudi na mnenje o blagovni znamki.

Keywords

oglaševanje;oglasi;blagovne znamke;slavne osebnosti;kupci;odjemalci;vedenje porabnikov;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[K. Virant Krmelj]
UDC:	659.1:366.1(043.2)
COBISS:	13048348
Views:	819
Downloads:	159
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Influence of celebrity endorsement on consumer behaviour
Secondary abstract:	Nowadays we meet advertising with every day`s use of internet, social media and mass communication on every step. For advertisers it is very popular to endorse celebrities who introduce products/services or brands. Celebrities performing in adverts can present, use, give advices or pose with products/services. Advertisers are aware that with celebrity endorsing, they will get a lot of consumer`s attention, not just from celebrities primary audience, but also from those who are not their primary audience and are inadvertently exposed to the influence of celebrity. Adverts like this are very popular among consumers and they are also more memoriable, likeable, attractable and they cause a wish of purchase the product/service. For advertiser it is very important to consider some key features that selected celebrity has: trustworthiness, attractiveness, expertise and social power. Consumer prefer products or services that are endorsed by celebrities from those that are not. The more famous the celebrity is, the quicker consumer will decide to purchase. A survay is devided into theoretical and empirical part. In theoretical part we defined the concept of advertising. We explained purchase behaviour and presented sorts of purchase behaviour. We also explained the concept of brand. Following we described the use of celebrities in advertising. First we defined the concept »celebrity/famous person« and than we explained the impact of celebrity endorsement in adverts on consumer behaviour. In empirical part we presented the results of survey performed among internet users in Slovenia. We wanted to discover if celebrity endorsement has any infuence on consumer behaviour. We discovered that respondents have a positive opinion of the use of celebrities in adverts. We find out that attractiveness, trustworthiness and expertise of celebrity influence on intention of purchase, on their opion of the use of celebrities in adverts and also on their opinion of brand.
Secondary keywords:	Key word: advertising;advers;celebrities;consumer behaviour;brand;celebrity endorsement;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	V, 125 str., 6 str. pril.
ID:	10924915