diplomsko delo
Neja Dežman (Author), Bruno Završnik (Mentor)

Abstract

V času, ko je ljudem skoraj vse na dostopu roke in ko družbena omrežja uporablja večina ljudi, je zelo pomembno kakšen vtis pustijo podjetja z svojim oglaševanje pri potrošnikih. Vplivnostni marketing je strategija, ki že od nekdaj zelo priljubljena med podjetji, saj lahko tako, preko vplivnežev ljudem čimbolj približajo svojo znamko. Podjetja se povezujejo s tistimi vplivneži (pevci, igralci, Youtuberji, TikTokerji, modeli…), za katere menijo, da bodo najbolj pritegnili njihovo ciljno občinstvo. Ljudje bodo raje kupili izdelke določene blagovne znamke, ko bodo ti predstavljeni s strani vplivnežev katerim lažje zaupajo in so jim bližje kot sama podjetja. Ravno vplivneži pa so osebe, ki v današnjem času narekujejo modne trende in tako lahko podjetja z njimi dosežejo svoj naslednji hit. Pomembno je, da podjetja v množici vplivnežev izberejo tistega pravega, s katerim bodo lahko preko kreativnih oglasov, pritegnila pozornost čim več potencialnih odjemalcev. Podjetje se bo za večje kampanje in naprimer za televizijske oglase raje odločilo za zvezdnika večje prepoznavnosti, preko katerega bodo imeli enosmerno komunikacijo z svojimi potrošniki. Kadar pa sodelujejo z vplivneži, pa bodo ti svojim sledilcem podali mnenje, ga pokomentirali skupaj z njimi in tako pridemo do dvosmerne komunikacije, katera da potrošniku občutek pripadnosti in se tako lažje povežejo z blagovno znamko.

Keywords

marketing;vplivneži;modni vplivneži;vplivnostni marketing;potrošniki;oblačila;modne znamke;blagovne znamke;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: N. Dežman
UDC: 659.1
COBISS: 131215619 Link will open in a new window
Views: 14
Downloads: 2
Average score: 0 (0 votes)
Metadata: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Other data

Secondary language: English
Secondary title: ǂThe ǂimpact of influencers on the fashion clothnig brands
Secondary abstract: At a time when almost everything is basically at a reach of a hand and when social media are used by most of the population, it is very important what impression companies leave with their advertisement on consumers. Influencer marketing is a strategy that has always been popular among companies as they can bring their brand as close as possible to people through influencers. Companies connect with those influencers (singers, actors, Youtubers, TikTokers, models...) that they think will attract their target audience. People will rather buy products of a brand presented by influencers whom they trust more easily and are closer to them than the companies themselves. Influencers precisely are the people who dictate fashion trends today and this companies can use them to achieve their next hit. It is important that companies choose the right one among the multitude of influencers, with which can attract the attention of as many potential customers as possible trough creative advertisements. For larger companies and for example TV advertisements, the company will prefer to choose a celebrity with greater visibility, through whom they will have one-way communication with their consumers. However when they work with influencers, they will give their followers and opinion comment on it together with them and this is how we arrive at two-way communication, which gives the consumer a sense of belonging and this makes it easier for them to connect with the brand.
Secondary keywords: influencers;fashion brands;influencer marketing;consumers;clothes;
Type (COBISS): Bachelor thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: II, 41 str.
ID: 16376101