Mnenjski vodje v digitalnem svetu

magistrsko delo

Nastja Slemenšek (Avtor), Aleksandra Pisnik Korda (Mentor)

Povzetek

Osebno vplivanje in koncept mnenjskega voditeljstva so odkrili v ZDA v 40. letih prejšnjega stoletja. Vse od takrat do danes se je razvilo mnogo definicij, ki razlagajo, kdo sploh so mnenjski vodje in kje jih najdemo. Če povzamemo, so mnenjski vodje posamezniki, ki vplivajo na stališča odjemalcev o določenih izdelkih ali storitvah. Ker je internet na področje trženja prinesel ogromno novosti in močno spremenil nakupno vedenje uporabnikov, so se pojavili posamezniki, ki vplivajo preko družbenih omrežij. Imenujemo jih lahko vplivneži, vplivneži v digitalnem svetu, spletni vplivneži, influencerji in še bi lahko naštevali. Odjemalci so dobili večji nadzor nad samim procesom trženja in sami se odločajo, preko katerega medija želijo sprejemati informacije. Vplivneži v digitalnem svetu podajajo veliko informacij o raznoraznih izdelkih, odjemalci pa se sami odločajo, če jih želijo sprejeti, spremljati in upoštevati pri nakupu. Magistrsko delo opisuje osebni vpliv, mnenjske vodje, vplivneže v digitalnem svetu, nakupno vedenje, vpliv kozmetičnih podjetij na vplivneže in vplive vplivnežev na odjemalce, na njihove namere, želje, interese in pozornost pri nakupu. Kozmetična industrija je pomembna globalna industrija, razširjena po celem svetu. Ker obstaja že odkar pomnimo, podjetij, ki se ukvarjajo s kozmetiko, pa je ogromno, je pomembno, kako jo tržijo. Vedno več kozmetičnih podjetij se poslužuje sodelovanj z osebami, ki preko digitalnih omrežij širijo svoj vpliv, in tako preko njih komunicirajo s svojimi ciljnimi skupinami. Podatke za raziskavo smo pridobivali s pomočjo kvalitativnega raziskovanja, z globinskimi intervjuji in fokusno skupino. Izvedena sta bila dva globinska intervjuja, s podjetjema Kozmetika Afrodita, d. o. o., in Dominur, d. o. o., katerih primarna dejavnost je kozmetika. Izvedli smo še globinska intervjuja s kozmetičnima navdušenkama in blogerkama, Ano Verdnik in Cindy Sabolčec, ter fokusno skupino petih uporabnic kozmetike. Prišli smo do zanimivih odgovorov, ugotovili smo, da obstajajo vplivi podjetij na vplivneže in vplivi vplivnežev naprej na odjemalce. Podjetja in blogerki se oboji strinjajo, da mora med njimi obstajati skladnost vrednot enih in drugih. Koncept vplivnežev v digitalnem svetu s področja kozmetike v Sloveniji je relativno neraziskan, zato lahko izsledki naše raziskave pomagajo pri nadaljnjih. V prihodnosti se pričakuje še povečanje števila vplivnežev digitalnega sveta in s tem povečanje sodelovanj s podjetji.

Ključne besede

marketing;marketinško komuniciranje;oglaševanje;nakupno vedenje;mnenjski voditelji;vplivneži;kozmetična industrija;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2020
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[N. Slemenšek]
UDK:	659.3:004.738.5
COBISS:	25603843
Št. ogledov:	718
Št. prenosov:	167
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Opinion leaders in digital world
Sekundarni povzetek:	Personal influencing and the concept of opinion leadership were established in the 1940's in the USA. Different definitions of opinion leaders and their fields of work have been developed ever since. To sum up, opinion leaders are individuals who influence the consumers' point of view regarding certain products or services. The Internet has introduced many novelties in the field of marketing and considerably changed consumers' purchase behaviour; what is more, individuals who influence consumers via social media have also emerged. They can be referred to as influencers, digital influencers, internet influencers etc. Consumers have obtained a greater control over the marketing process and they choose themselves the media through which they want to gain information. Digital influencers provide a lot of information about different products, and consumers decide whether they want to follow them and consider their opinion when making a purchase or not. This master's thesis describes personal influence, opinion leaders, digital influencers, purchase behaviour, impact of cosmetics industries on influencers and impact of influencers on consumers, their intentions, wishes, interests and attention when making a purchase. The cosmetic industry is an important global industry that is present all over the world. Since it has existed for a long period of time and is comprised of numerous cosmetic companies, it is very important how its products and services are marketed. An increasing number of companies work with people who extend their influence over digital media, thus communicating with their target groups. The data for our study were collected through qualitative research, in-depth interviews and a focus group. Two in-depth interviews were conducted, one with the Kozmetika Afrodita company and the other with the Dominur company, with cosmetics as a primary activity of both. In addition, two in-depth interviews were also carried out with Ana Verdnik and Cindy Sabolčec, two cosmetics enthusiasts and bloggers, followed by a focus group of five cosmetics users. We have drawn the following interesting conclusions: companies do have an impact on influencers and influencers do have an impact on consumers. The companies and the influencers agree that they must share the same values. In Slovenia, the concept of digital influencers in the field of cosmetics is relatively unexamined; the findings of our study may therefore help in the future research of this field. In the future, an increased number of digital influencers is expected, who will more and more often cooperate with companies.
Sekundarne ključne besede:	opinion leader;influencer;marketing;cosmetic companies;in-depth interview;focus group;
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	III, 51 str., 4 str. pril.
ID:	11641676