Vloga digitalnih vplivnežev pri vključevanju uporabnikov v vsebine znotraj komunikacijske strategije na Instagramu : magistrsko delo

Remic, Eva (author), Golob, Urša (mentor), Pušnik, Maruša (comentor)

Mediatizacija se je s pojavom družbenih omrežij še bolj poglobila – mediji so preko njih pronicali v prav vse pore naše družbe, znamkam pa omogočili nove priložnosti za utiranje poti do svojih kupcev. Med družbenimi omrežji najhitreje raste Instagram, ki predstavlja odlično orodje za vzpostavljanje interakcije znamk z uporabniki in jih vpleta v svoje vsebine, kar dokazano gradi odnos med njimi. Pri tem pomembno vlogo igrajo digitalni vplivneži, pri katerih poteka interakcija s sledilci zelo naravno. Zaradi osebnega pristopa, prijateljskih nasvetov in pogosto tudi svoje osebnosti se uporabniki Instagrama na njihove vsebine vključujejo veliko bolj pogosto v primerjavi z vsebinami, ki jih kreirajo znamke, zaradi česar si jih podjetja prizadevajo vključevati v svojo komunikacijsko strategijo. Magistrsko delo se ukvarja s tem, kako poteka sodelovanje med znamko in digitalnimi vplivneži. Na študiji primera podjetja A, ki ima eno večjih baz na tem omrežju, sem preverjala vključenost sledilcev v objave, ki jih kreirajo vplivneži in v preostale objave, posebej pa sem preverjala tudi taktike za vključevanje uporabnikov v vsebine. S pomočjo orodja za analitiko, Socialbakers, sem ugotovila, da vsebine, ki jih na njihove profile kreirajo vplivneži, ne dosegajo višje stopnje vpletenosti uporabnikov v primerjavi s preostalimi vsebinami. To sicer ni posledica slabe vsebine, pač pa nejasno izdelani cilji sodelovanja z vplivneži ter pomanjkljiva uporaba taktik za višanje interakcije z njimi.

• Language: Slovenian
• Keywords: mediatizacija, digitalni vplivneži, Instagram, komunikacijska strategija družbenih omrežij
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [E. Remic]
• Year: 2021
• Number of pages: 65 str.
• PID: 20.500.12556/RUL-132194
• UDC: 316.472.4:004(043.2)
• COBISS.SI-ID: 82643715
• Publication date in RUL: 16.10.2021

REMIC, Eva, 2021, Vloga digitalnih vplivnežev pri vključevanju uporabnikov v vsebine znotraj komunikacijske strategije na Instagramu : magistrsko delo [online]. Master’s thesis. Ljubljana : E. Remic. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=132194

Secondary language

• Language: English
• Title: The role of digital influencers in relation to user engagement in content creation within the communication strategy on Instagram

Abstract

Social networking has enhanced the process of mediatization. Through social networks the media have penetrated every pore of our society, providing brands with new opportunities for reaching their customers. As the fastest-growing social network, Instagram serves as a great tool for creating interaction between brands and users. Involving the users in content creation has been proven to build a relationship between the participants. The interaction between digital influencers and their followers appears very organic due to influencers’ personal approach, friendly advice, and personal qualities. In comparison with the user engagement in the content created by brands themselves, Instagram users seem to engage in influencers’ content on a more frequent scale. Hence the companies seek to include digital influencers in their communication strategy. This master's thesis analyses the collaboration process between brands and digital influencers. The case study of Company A, which has one of the largest databases on this network, examines user engagement in Instagram posts created by influencers and by other parties, including a research of relevant user engagement tactics. The analysis was performed with the help of Socialbakers, social media management and analytics tool. In comparison with the content created by other parties, the content created by influencers on their profiles does not achieve a higher level of user engagement. However, this is not a result of poorly created content, but rather unclear objectives in terms of user involvement strategy and insufficient use of tactics for greater user interaction.

• Keywords: The role of digital influencers in relation to user engagement in content creation within the communication strategy on Instagram