Vpliv mnenjskih voditeljev na nakup kozmetičnih izdelkov

diplomsko delo

Lara Petek (Author), Urša Golob (Mentor)

Abstract

Mnenjski voditelji so v zadnjih letih postali del našega vsakdanjika, saj se potrošniki pri iskanju informacij in nasvetih raje obrnejo na njih kot na oglaševalce. Oglaševalci so tukaj prepoznali priložnost in jih začeli vključevati v svoje kampanje. Na podlagi analiz štirih mnenjskih voditeljic, ki ustvarjajo vsebine na Youtubu in pišejo blog, smo ugotovili, da pri svojem delu vključujejo različne načine ter karakteristike, da bi lahko ustvarile pozitiven vpliv na potrošnike, jim pomagale pri nakupnih odločitvah in gradile na prepoznavnosti znamk s področja lepote. Pri izbiranju mnenjskih voditeljic smo se namerno odločili, da bomo preučili Lano Spital in Katjo Grudnik, ki pišeta blog in snemata videe. Želeli pa smo vključiti tudi Niko Veger, ki piše samo blog in Lepo Afno, ki deluje izključno samo na Youtubu, saj smo želeli ugotoviti, ali se načini vpliva razlikujejo med različnimi kanali komuniciranja. Izkazalo se je , da so načini vpliva in karakteristike ne razlikujejo med ustvarjanjem na Youtubu ali pisanja na blogu, le estetski videz in način strukturiranja informacij zahtevata pri kreiranju vsebin za blog drugačne vsebine. Ugotovili smo tudi, da mnenjski voditelji namenijo veliko pozornosti ustvarjanju prijateljskega odnosa s svojimi sledilci

Keywords

Mnenjski voditelji;Nakupovanje;Blogi;Potrošništvo;Diplomska dela;

Data

Language:	Slovenian
Year of publishing:	2019
Typology:	2.11 - Undergraduate Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[L. Petek]
UDC:	316.653:366(043.2)
COBISS:	36026717
Views:	1046
Downloads:	473
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	The impact of influencers on purchase decision of beauty products
Secondary abstract:	In the last few years, influencers have become a part of our everyday life, as consumers tend to get their information about products and services through them rather than through advertisers. Advertisers have acknowledged this as an opportunity and have begun including them in their campaigns. An analysis of four influencers, who are both Youtube content creators and blog writers, was carried out and has shown that they adopt all described methods for creating a positive influence on consumers, helping them with their purchase decisions and creating a recognizable beauty brand. Lana Spital and Katja Grudnik, who are both bloggers and vloggers were chosen for the analysis, as well as Nika Veger, who is just a blog writer and Lepa Afna, a Youtube creator, to determine if the communication channel affects the influencing methods. The results suggest that influencing methods and characteristics do not vary between blogging and vlogging, only thing that differs is the aesthetics and the structuring of information in blog content. Results also showed that influencers devote great attention to creating friendly relationship with their followers.
Secondary keywords:	Opinion leaders;Shopping;Blogs;Consumerism;Graduate theses;
Type (COBISS):	Bachelor thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	99 str.
ID:	11009815