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.
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