Vpliv transparentnega oglaševanja z vplivneži na potrošnikovo zaupanje

diplomsko delo

Ajdan Pajntar (Author), Anže Burger (Mentor)

Abstract

Diplomsko delo pokriva trenutno eno najpopularnejših oblik oglaševanja – oglaševanje s spletnimi vplivneži oziroma t. i. vplivnostni marketing. Stanje vplivnostnega marketinga sem preučeval skozi zaupanje sledilcev v vplivneže, torej kako transparentno oglaševanje z vplivneži vpliva na potrošnikovo zaupanje. To sem preveril skozi teoretični del in empirični del, kjer sem izvedel spletno anketo. Rezultati analize so pokazali, da se sledilci ne ozirajo na to, koliko ima nek vplivnež sledilcev, ampak posvečajo pozornost temu, kakšna je sama vsebina, ki jo deli na družbenih omrežjih. Le-ta se mora ujemati z njihovimi cilji in vrednotami. Poleg tega pa ljudje prepoznajo razliko med objavami, če je prisoten napis, da gre za plačano objavo ali ne. Kljub temu objavam zaupajo v enaki meri, saj prepoznajo oglase tudi samo iz opisov neke objave. Hkrati pa so izrazili tudi, da jim je pomembna prisotnost napisa (v obliki »paid partnership«, »oglas« ali podobno) pri objavi, ki je plačana s strani nekega podjetja.

Keywords

oglaševanje;vplivneži;zaupanje;spletne govorice;vplivnostni marketing;

Data

Language:	Slovenian
Year of publishing:	2022
Typology:	2.11 - Undergraduate Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[A. Pajntar]
UDC:	316.472.4:659.1(043.2)
COBISS:	115448579
Views:	83
Downloads:	44
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	The impact of transparent advertising with influencers on consumer trust
Secondary abstract:	The thesis currently covers one of the most popular forms of advertising, online advertising with influencers or so-called influence marketing. I studied the state of influencer marketing through the trust of followers in the influencer, therefore how transparent advertising with influencers affects consumer confidence. I checked this through the theoretical part and the empirical part where I conducted the online survey. With the results of the analysis, I found that followers do not look at how many followers the influencer has, but pay attention to what content he creates. This must match their goals and values. In addition, people recognize the difference between posts if there is an inscription that it is a paid post or not. Nevertheless, they trust posts to the same extent, as they recognize ads only from the descriptions of a post. At the same time, they expressed the importance of the presence of the inscription (in the form of »paid partnership«, »advertisement« or similar) in the social media post which is paid by a company.
Secondary keywords:	advertising;influencers;trust;internet rumours;influencer marketing;Internetno oglaševanje;Družbena omrežja (internet);Vedenje potrošnikov;Univerzitetna in visokošolska dela;
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:	45 str.
ID:	15840868