Instagram kot podporna poslovna platforma za mikro vplivneže in priložnost za gradnjo osebne blagovne znamke

magistrsko delo

Jan Hrovat (Author), Gregor Petrič (Mentor), Sara Atanasova (Co-mentor)

Abstract

Z več kot milijardo uporabnikov po vsem svetu je Instagram trenutno eno izmed najhitreje rastočih družbenih omrežij in tako tudi eno največjih v globalnem merilu. Je prostor, v okviru katerega vizualno izražanje blagovnih znamk navdihuje ljudi in vpliva na njihovo vedenje po vsem svetu. Uporabniki prav tako igrajo ključno vlogo, saj ni nujno, da so le v vlogi opazovalca ali potrošnika, temveč lahko tudi kot ustvarjalci vsebin dosežejo spodobno občinstvo in tako nastopajo v vlogi lastnika osebne blagovne znamke ali (mikro) vplivneža, ki lahko s svojim delovanjem, življenjskim stilom in uporabo določenih izdelkov ali storitev vplivajo na vedenje in odločitve o nakupih ostalih uporabnikov. Tako je Instagram eno od ključnih družbenih omrežjih, ki omogoča, da posamezniki na različne načine, tudi z izgradnjo osebne blagovne znamke, vplivajo na potrošniške navade ljudi, obenem pa je postalo pomembno orodje za trženje različnih izdelkov ali storitev. Namen naloge je raziskati tehnike in prakse za gradnjo, trženje in posel osebne blagovne znamke slovenskih mikro vplivnežev na Instagramu, ki ga uporabljajo tudi za trženje lastnih ali tujih izdelkov in storitev. To bom raziskal z razvijanjem teoretičnega okvirja in predstavitvijo praktičnih strategij šestih mikro vplivnežev, ki so si že uspeli zgraditi uspešno osebno blagovno znamko. Za analizo pridobljenih podatkov sem uporabil tematsko analizo polstrukturiranih intervjujev. Teoretični okvir in empirična analiza pokaže, da so tri identificirane dimenzije trženja na Instagramu – vsebinsko, vključnostno in vplivnostno trženje – aplicirane v praksi mikro vplivnežev, vendar so zelo prilagojene posameznemu tipu mikro vplivneža, njegovim ciljem in ciljni skupini.

Keywords

mikro vplivnež;osebna blagovna znamka;Instagram;Družbena omrežja;Trženje;Blagovne znamke;Magistrska dela;

Data

Language:	Slovenian
Year of publishing:	2019
Typology:	2.09 - Master's Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[J. Hrovat]
UDC:	316.472.4:005.511(043.2)
COBISS:	36525917
Views:	799
Downloads:	468
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Instagram as a supportive business platform for micro influencers and an opportunity to build a personal brand
Secondary abstract:	With more than a billion users worldwide, Instagram is currently one of the fastest-growing social media networks and one of the leading global social media platforms. It is a place where visual expression from business inspires visible action from people around the world. Users also play a key role, as they do not necessarily have to be just an observer or a consumer, but they can also reach decent following as content creators and thus act as personal brand or (micro) influencers, which can, through their operation, lifestyle and the use of certain products or services affect behavior and decisions about purchases of other users. Thus, Instagram is one of the key social networks that enable individuals to influence consumer habits in various ways, including by building a personal brand. At the same time, it is an important tool for the marketing of various products or services. Aim of this thesis is to explore techniques and practices for building, marketing and business of a personal brand of Slovenian micro-influencers on Instagram, which they also use to market their own or foreign products and services. This will be explored by developing a theoretical framework and presenting practical strategies of six micro-influencers, who have already managed to build a successful personal brand. I have analyzed obtained data with a thematic analysis of half-structured interviews. The theoretical framework and empirical analysis show that three identified marketing dimensions on Instagram - content, engagement and influence marketing - are applied in the practice of micro-influencers, but are individually adapted to each micro-influencer, its objectives, and target group.
Secondary keywords:	Social networks;Marketing;Trademarks;Master's theses;
Type (COBISS):	Master's thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	72 str.
ID:	11238056