20.500.12556/RUL-158554 Analiza strategij vplivnostnega marketinga modnih znamk ter odziv potrošnikov na slovenskem trgu magistrsko delo Analysis of influencer marketing strategies of fashion brands and consumer response in the Slovenian market 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. 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. vplivnostni marketing vplivnež družbena omrežja Instagram strategije na družbenih omrežjih moda influencer marketing influencer social media Instagram social media strategies fashion true true false S. Papež Slovenski jezik Angleški jezik Magistrsko delo/naloga 2024-06-15 08:30:13 2024-06-15 08:30:16 2024-07-08 10:08:51 0000-00-00 00:00:00 2024 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (100 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8:077.5(043.2) 161438 200979971 13920.pdf 13920.pdf 1 32E96ACDBCAD1BAE5B0C79BE1A6DB819 509f4d4f907ee0539022131eb7cc0efa02223c58ea21e0f71e73b28f9c8d7428 be06775b-2ae0-11ef-8ecb-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=186224 Fakulteta za družbene vede 0 0 0