diplomsko delo
Nika Štrbenc (Author), Klement Podnar (Mentor)

Abstract

Z razvojem digitalnih tehnologij se je povečal pomen družbenih medijev, kar je spremenilo vlogo spletnih vplivnežev. Ti so spremenili način, kako posamezniki razmišljajo, pridobivajo informacije in nakupujejo. Potrošniki vse bolj iščejo pristnost, kar se kaže tudi z vzponom družbenega omrežja TikTok, ki uporabnikom omogoča bolj pristno interakcijo z vplivneži. V diplomski nalogi smo raziskali pristnost TikTok vplivnežev in preučili dejavnike, ki nanjo vplivajo. V prvem delu smo pregledali literaturo in pretekle študije na področju vplivnežev, družbenega omrežja TikTok in pristnosti, obenem pa smo opredelili pojme. V drugem delu smo izvedli raziskavo z uporabo multiple regresijske analize, pri čemer smo pristnost obravnavali kot večdimenzionalni pojem. Rezultati so pokazali, da na zaznavo pristnosti vplivnežev na TikToku pomembno vplivajo doslednost, podobnost in kakovost vsebine, medtem ko privlačnost vplivneža in število sledilcev nimata pomembnega vpliva.

Keywords

spletni vplivnež;TikTok;pristnost;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [N. Štrbenc]
UDC: 077.5:366.1(043.2)
COBISS: 209846787 Link will open in a new window
Views: 191
Downloads: 21
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Other data

Secondary language: English
Secondary title: Authenticity of influencers on the social media platform TikTok
Secondary abstract: The ongoing evolution of the digital sphere has amplified the importance of social media and, consequently, online influencers, who have transformed how individuals think, gather information, and shop. Consumers are increasingly seeking authenticity, a trend mirrored in the rise of TikTok, a social network that enables users to engage more genuinely with influencers. This thesis explores the authenticity of TikTok influencers and examines the factors that influence it. In the first part, we reviewed the literature and past studies on influencers, the TikTok social network, and authenticity, and defined these concepts. In the second part, we conducted a study using multiple regression analysis, treating authenticity as a multidimensional concept. The results revealed that the perceived authenticity of influencers on TikTok is significantly influenced by the consistency, similarity, and quality of their content, while the attractiveness of the influencer and the number of followers do not play a significant role.
Secondary keywords: online influencer;TikTok;authenticity;Družbena omrežja (internet);Potrošniki;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: 1 spletni vir (1 datoteka PDF (57 str.))
ID: 25059946