Odnos mladostnikov do digitalnih vplivnežev in razumevanje oznamčenih vsebin : diplomsko delo

Žalar, Žana (author), Golob, Urša (mentor), Verk, Nataša (comentor)

Spreminjanje potrošniških navad in pojav tehnologije, ki potrošnikom omogoča, da zaobidejo tradicionalno oglaševanje, oglaševalce spodbuja k uporabi inovativnih načinov, kako doseči ciljne skupine. Sicer že znan način tržnega komuniciranja, prilagojen tehnologiji, imenujemo oglaševanje s pomočjo t. i. digitalnih vplivnežev. To so posamezniki z velikim številom sledilcev na družbenih omrežjih, ki imajo moč vplivati na svojo javnost, njihovo vedenje in prepričanja in nenazadnje tudi na nakupno namero. Pojav digitalnih vplivnežev v kontekstu tržnega komuniciranja ni novost, pa vendar je uporaba oznamčenih vsebin na družbenih omrežjih, kjer se umestitev le-teh neopazno zlije z neplačanimi zabavnimi vsebinami, dokaj nova in inovativna. Pričujoče diplomsko delo preučuje, kakšen je odnos mladostnikov do digitalnih vplivnežev in kakšen vpliv imajo le-ti na mlade potrošnike. Namen naloge je ugotoviti, ali mladostniki kot aktivni uporabniki družbenih omrežij ločijo sponzorirane (plačane) vsebine od zabavnih (neplačanih) in kako tovrstne vsebine zaznavajo. Z delom ugotavljamo tudi, kakšno je razumevanje slovenskega vloga NekiNeki med mladimi in kako ti izbran primer vsebinsko obravnavajo. Raziskovalni del diplomske naloge temelji na kvalitativni metodi in ugotavlja, da mladostniki komuniciranje digitalnih vplivnežev zaznavajo kot zaupanja vredno, njihove vsebine pa verodostojne v primerjavi s komuniciranjem znamk.

• Language: Slovenian
• Keywords: digitalni vplivnež, mladostniki, oznamčene vsebine, kredibilnost, YouTube kanal NekiNeki
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [Ž. Žalar]
• Year: 2020
• Number of pages: 115 str.
• PID: 20.500.12556/RUL-117274
• UDC: 659.1:004.738.5(043.2)
• COBISS.SI-ID: 22160643
• Publication date in RUL: 04.07.2020

ŽALAR, Žana, 2020, Odnos mladostnikov do digitalnih vplivnežev in razumevanje oznamčenih vsebin : diplomsko delo [online]. Bachelor’s thesis. Ljubljana : Ž. Žalar. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=117274

Secondary language

• Language: English
• Title: Adolescents' attitude towards digital influencers and understanding of sponsored content

Abstract

The change in consumer habits and the emergence of technology that allows consumers to bypass traditional advertising encourages advertisers to use innovative ways to reach their target audiences. One of these innovative marketing strategies is called influencer marketing. Influencers are individuals with a large number of followers on their social media networks who have the power to influence their public, their behavior and beliefs, and consequently the purchase intention. The emergence of digital influencers in the context of marketing communication is not new, yet seamlessly merging sponsored content with unpaid entertainment content is quite new and innovative. This thesis examines the attitude of youth towards digital influencers, their role and the impact they have on young consumers. The purpose is to determine whether young people, as active users of social media, recognize sponsored (paid) content from entertaining (unpaid) content and how do they perceive it. Moreover, the research investigates the understanding of the Slovenian YouTube channel called NekiNeki among adolescents and how they treat the selected case. The research part of the thesis is based on a qualitative method and finds that youngsters perceive digital influencers as trustworthy and their content as credible compared to brand communication.

• Keywords: digital influencer, adolescents, sponsored content, credibility, YouTube channel NekiNeki