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Odločitvena pot potrošnika in njegov odnos do spletnih vplivnežev, ki oglašujejo luksuzne blagovne znamke : magistrsko delo
ID Jordan, Vita (Author), ID Križaj, Tina (Author), ID Burger, Anže (Mentor) More about this mentor... This link opens in a new window

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Abstract
Kljub pogostemu sodelovanju med spletnimi vplivneži in znamkami je področje odnosa potrošnika do spletnih vplivnežev, ki oglašujejo luksuzne blagovne znamke, slabše raziskano. Zato sva se v magistrskem delu odločili raziskati, kakšen je na njegovi odločitveni poti odnos potrošnika do spletnih vplivnežev, ki oglašujejo luksuzne blagovne znamke. Zanimalo naju je, katere so tiste stvari, ki potrošnika v zvezi z vplivneži, ki oglašujejo luksuzne znamke, odbijajo in katere so tiste, ki porabnika pritegnejo. To sva proučevali znotraj posameznih faz odločitvene poti potrošnika. Rezultati empiričnega dela, ki temeljijo na kvalitativni metodi poglobljenih intervjujev, razkrivajo, da so porabniki pri povezovanju znamk s spletnimi vplivneži sicer previdni, a spletne vplivneže kot primerne za komunikacijo vidijo v vseh fazah odločitvene poti potrošnika. Ob tem pa izpostavljajo, da morajo biti znamke pri vključevanju spletnih vplivnežev v komunikacijo premišljene. Raziskava je pokazala tudi, da v fazah obravnave in vrednotenja porabniki pri spletnih vplivnežih iščejo predvsem informacije, ki pa morajo biti v fazi obravnave iskrene, koristne, strokovne ter poglobljene, v fazi vrednotenja pa tudi hitro dostopne in verodostojne. Pomembno je, da verodostojno in avtentično deluje tudi vplivnež. V fazi nakupa porabniki vplivnežev ne vidijo kot ključni faktor pri nakupu luksuzne znamke, bi jih pa k nakupu spodbudili kode za popuste, iskreno mnenje o izdelku, kakovosten prikaz uporabe in priročnost nakupa. V fazi zvestobe odločitvene poti potrošnika zaupanje sledilcev spletnemu vplivnežu poveča tudi zaupanje luksuzni znamki, hkrati pa na zvestobo močno vpliva tudi dolgoročno sodelovanje med luksuzno znamko in spletnim vplivnežem.

Language:Slovenian
Keywords:odločitvena pot potrošnika, spletni vplivneži, luksuzne blagovne znamke, oglaševanje
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:FDV - Faculty of Social Sciences
Place of publishing:Ljubljana
Publisher:V. Jordan, T. Križaj
Year:2024
Number of pages:1 spletni vir (1 datoteka PDF (173 str.))
PID:20.500.12556/RUL-156462 This link opens in a new window
UDC:366.1(043.2)
COBISS.SI-ID:197605635 This link opens in a new window
Publication date in RUL:25.05.2024
Views:133
Downloads:32
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Secondary language

Language:English
Title:The consumer’s decision journey and their attitude towards online influencers who advertise luxury brands
Abstract:
Despite the increasing collaboration between online influencers and brands, consumer attitudes towards online influencers advertising luxury brands are not that well-researched. Therefore we decided to investigate the consumer’s attitude towards online influencers who advertise luxury brands. Our research focused on what repels consumers about influencers who advertise luxury brands and what attracts them. We looked at this at the various stages of the consumer’s decision journey. The results of the empirical part, based on the qualitative method of in-depth interviews, reveal that consumers are cautious when associating brands with online influencers, but they see online influencers as suitable for communication at all stages of the consumer’s journey. At the same time, brands need to be thoughtful when engaging online influencers in communication. The research also showed that consumers primarily look for information from online influencers during the consideration and evaluation phases, but that information should be honest, useful, professional, and in-depth during the consideration phase, as well as quickly accessible and credible during the evaluation phase. It is also important for the influencer to be credible and authentic. During the purchase phase, influencers are not a key factor in consumers' decision to purchase luxury brands, but discount codes, honest reviews, high-quality display of use, and ease of purchase would encourage them to buy. While in the loyalty phase of the consumer's decision journey, the followers' trust in the online influencer increases their trust in the luxury brand, while long-term cooperation between the luxury brand and the influencer influences loyalty.

Keywords:consumer’s decision journey, online influencers, luxury brands, advertising

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