20.500.12556/RUL-137915 Vpliv transparentnega oglaševanja z vplivneži na potrošnikovo zaupanje diplomsko delo The impact of transparent advertising with influencers on consumer trust 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. 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. Oglaševanje vplivneži zaupanje spletne govorice vplivnostni marketing Advertising influencers trust internet rumours influencer marketing true true false [A. Pajntar] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2022-07-06 08:30:40 2022-07-06 08:30:45 2022-09-15 04:16:02 0000-00-00 00:00:00 2022 0 Ljubljana 0 Ljubljana 45 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 316.472.4:659.1(043.2) 136348 115448579 8008.pdf 8008.pdf 1 73876DA58A40821B60692C407B570424 d525fb15ebb370cbe2ea43255954454d1fb6279bb9074010be4a1ef9f628ff86 f2d400e0-fcf4-11ec-8aca-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=158038 Fakulteta za družbene vede 0 0 0