magistrsko delo
Satin Papež (Author), Urša Golob (Mentor)

Abstract

Vplivnostni marketing je ključen v modni industriji 21. stoletja, saj so družbena omrežja preoblikovala odnose med potrošniki in tržnimi znamkami, pri čemer so vplivneži postali most med obema stranema. Moja raziskava se osredinja na analizo marketinških strategij podjetij About You in Zalando ter raziskovanje odziva slovenskih potrošnikov na modne vplivneže. V magistrski nalogi opredelujem in definiram vlogo vplivnežev pri oblikovanju nakupnih odločitev in percepciji tržnih znamk. Namen analize je bil oceniti vpliv komuniciranja prek vplivnežev na odnos potrošnikov do modnih znamk ter identificirati ključne značilnosti marketinških strategij modnih tržnih znamk. Ugotovila sem, da sta avtentičnost in kreativnost ključna dejavnika uspeha vplivnežev v modni industriji. Tako sledi, da je ključno, da modne znamke izbirajo vplivneže, katerih vsebina je skladna z njihovo identiteto, saj to prispeva k dolgoročnemu povečanju prepoznavnosti in verodostojnosti znamke.

Keywords

vplivnostni marketing;vplivnež;družbena omrežja;Instagram;strategije na družbenih omrežjih;moda;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [S. Papež]
UDC: 658.8:077.5(043.2)
COBISS: 200979971 Link will open in a new window
Views: 61
Downloads: 30
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Other data

Secondary language: English
Secondary title: Analysis of influencer marketing strategies of fashion brands and consumer response in the Slovenian market
Secondary abstract: Influencer marketing is crucial in the 21st-century fashion industry, as social media has reshaped the relationships between consumers and brands, with influencers becoming the bridge between the two. My research focuses on analyzing the marketing strategies of About You and Zalando and exploring the responses of Slovenian consumers to fashion influencers. In my master's thesis, I define and outline the role of influencers in shaping purchasing decisions and brand perception. The aim of the analysis was to assess the impact of influencer communication on consumer attitudes toward fashion brands and to identify the key characteristics of fashion brand marketing strategies. I found that authenticity and creativity are critical factors in the success of influencers in the fashion industry. Therefore, it follows that it is essential for fashion brands to choose influencers whose content aligns with their identity, as this contributes to the long-term increase in brand recognition and credibility.
Secondary keywords: influencer marketing;influencer;social media;Instagram;social media strategies;fashion;Trženje;Družbena omrežja (internet);Blagovne znamke;Vedenje potrošnikov;Univerzitetna in visokošolska dela;
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: 1 spletni vir (1 datoteka PDF (100 str.))
ID: 24348355