Kredibilnost vplivnežev in zaznana vrednost sporočil kot dejavnika zaupanja v objave vplivnežev : diplomsko delo

Otoničar, Nina (author), Golob, Urša (mentor)

V današnji družbi se komuniciranje množično seli na splet, med drugim tudi tržno komuniciranje blagovnih znamk. Da bi to bilo čim bolj osebno, pristno in dvosmerno, podjetja v zadnjem desetletju množično uporabljajo komuniciranje s pomočjo vplivnežev. Ti delujejo kot posredniki med blagovno znamko in potrošniki, saj informacije, ki jih prejmejo od blagovne znamke s katero sodelujejo, posredujejo svojim sledilcem. Pri tem je tudi od sledilčevih zaznav kredibilnosti vplivneža in vrednosti sporočila odvisno, ali bodo njihovim sporočilom in objavam zaupali ali bodo do njih skeptični. Namen raziskave je ugotoviti, katere lastnosti vplivnežev ali sporočil, ki jih podajajo, imajo pomemben vpliv na zaupanje v njihova sporočila oziroma objave. S kvantitativno raziskavo so se kot ključne izkazale zaznana zanesljivost in strokovnost vplivneža ter informativnost in razvedrilnost sporočila, ki ga posreduje. Ena bolj presenetljivih in zanimivih ugotovitev pa je, da bolj kot je vplivnež fizično privlačen, manjše je zaupanje v njegova sporočila in objave. Da bi bilo zaupanje v objave vplivneža karseda visoko, bi moral biti le-ta, sodeč po rezultatih, zaznan kot zanesljiv in strokoven, njegova sporočila pa bi morala imeti visoko stopnjo sporočilne in razvedrilne vrednosti.

• Language: Slovenian
• Keywords: vplivneži, zaupanje v objave in sporočila, vrednost sporočil, kredibilnost vira sporočila
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [N. Otoničar]
• Year: 2021
• Number of pages: 50 str.
• PID: 20.500.12556/RUL-128287
• UDC: 339.138:316.472.4(043.2)
• COBISS.SI-ID: 74267907
• Publication date in RUL: 08.07.2021

OTONIČAR, Nina, 2021, Kredibilnost vplivnežev in zaznana vrednost sporočil kot dejavnika zaupanja v objave vplivnežev : diplomsko delo [online]. Bachelor’s thesis. Ljubljana : N. Otoničar. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=128287

Secondary language

• Language: English
• Title: Influencers’ credibility and perceived value of messages as a factor of trust in the influencers’ posts

Abstract

communication. In order to make this as personal, genuine, and reciprocal as possible, companies have been using mass communication with the help of influencers over the past decade. These act as intermediaries between the brand and consumers, as they pass on the information they receive from the brand they work with to their followers. It also depends on the followers’ perceptions of the credibility of the influencer and the value of the message, whether they will trust their messages and posts, or whether they will be skeptical about them. The purpose of the research is to determine which characteristics of influencers or their messages have a significant impact on trust in their messages or publications. The perceived reliability and professionalism of the influencer, as well as the informativeness and entertainment of the conveyed message, proved to be pivotal through quantitative research. One of the more surprising and interesting findings, however, showed that the more attractive an influencer is, the less trust worthy and genuine it appears to his or her followers..In order for trust in the influencers’ publications to be as high as possible, the influencer should be perceived as reliable and professional, based on the results of the research, and his posts should have a high level of message and entertainment value.

• Keywords: influencers, trust in influencers' posts, message value, source credibility