Znamčenje s pomočjo digitalnih vplivnežev : diplomsko delo

Marković, Sandra (author), Golob, Urša (mentor)

Znamčenje s pomočjo digitalnih vplivnežev je po svetu že zelo razširjeno, v Sloveniji pa je v porastu v zadnjih dveh letih. Ker je bolj osebno od tradicionalnih oglaševalskih oblik in daje znamki možnost, da se ciljni skupini predstavi skozi neodvisnega posameznika, ki na spletu deli izseke iz svojega vsakdanjega življenja in kateremu ciljna skupina zaupa, ker ima občutek, da ga pozna, vanj v zadnjih letih veliko denarja vlaga vse več podjetij. Hkrati ta fenomen v Sloveniji še vedno ni dovolj podrobno raziskan, predvsem na področju rabe znamčenja s pomočjo digitalnih vplivnežev v slovenskih podjetjih. Iz tega razloga sem se v pričujočem diplomskem delu odločila bolj podrobno raziskati razširjenost in rabo znamčenja s pomočjo digitalnih vplivnežev v slovenskih tako izdelčnih kot tudi storitvenih podjetjih ter preučiti, ali v rabi med njimi obstaja kakšna razlika. Empirični del diplomske naloge, ki temelji na kvalitativni metodi, tj. polstrukturiranih intervjujih, je pokazal, da je znamčenje s pomočjo digitalnih vplivnežev v slovenskih podjetjih v zadnjih letih kar razširjeno, vendar vseeno še vedno zaostajamo za zahodnim svetom. Poleg tega je pokazal tudi, da v rabi takšne vrste znamčenja med izdelčnimi in storitvenimi podjetji definitivno obstaja razlika.

• Language: Slovenian
• Keywords: znamčenje s pomočjo digitalnih vplivnežev, digitalni vplivneži, slovenska podjetja
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [S. Marković]
• Year: 2020
• Number of pages: 129 str.
• PID: 20.500.12556/RUL-113734
• UDC: 339.138(043.3)
• COBISS.SI-ID: 36601693
• Publication date in RUL: 30.01.2020

MARKOVIĆ, Sandra, 2020, Znamčenje s pomočjo digitalnih vplivnežev : diplomsko delo [online]. Bachelor’s thesis. Ljubljana : S. Marković. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=113734

Secondary language

• Language: English
• Title: Branding with influencers

Abstract

Branding with influencers has already spread around the world and has started to be on the upswing in Slovenia in the last two years. Being more personal than traditional advertising forms and giving the brand the opportunity to present itself to its target group through an independent individual who shares sections from his daily life online and whom the audience trusts because they feel they know him, more and more companies are spending their marketing budget in this form of marketing. At the same time, this phenomenon is still not sufficiently researched in Slovenia, especially in the area of branding with influencers in Slovenian companies. This is the reason, in my diploma thesis, why I have decided to research the extent and use of branding with influencers in Slovenian manufacturing and service companies more thoroughly to see, whether there is any differences between them. Empirical part of my diploma thesis, which is based on qualitative research method, semi-structured interviews, has shown that branding with influencers in Slovenian companies has become popular in recent years, but it is still falling behind the western world. In addition, the empirical part has also shown that there is definitely a difference in the use of branding with influencers between manufacturing and service companies.

• Keywords: branding with influencers, influencers, Slovenian companies