Analiza strategij vplivnostnega marketinga modnih znamk ter odziv potrošnikov na slovenskem trgu : magistrsko delo

Papež, Satin (author), Golob, Urša (mentor)

Vplivnostni marketing je ključen v modni industriji 21. stoletja, saj so družbena omrežja preoblikovala odnose med potrošniki in tržnimi znamkami, pri čemer so vplivneži postali most med obema stranema. Moja raziskava se osredinja na analizo marketinških strategij podjetij About You in Zalando ter raziskovanje odziva slovenskih potrošnikov na modne vplivneže. V magistrski nalogi opredelujem in definiram vlogo vplivnežev pri oblikovanju nakupnih odločitev in percepciji tržnih znamk. Namen analize je bil oceniti vpliv komuniciranja prek vplivnežev na odnos potrošnikov do modnih znamk ter identificirati ključne značilnosti marketinških strategij modnih tržnih znamk. Ugotovila sem, da sta avtentičnost in kreativnost ključna dejavnika uspeha vplivnežev v modni industriji. Tako sledi, da je ključno, da modne znamke izbirajo vplivneže, katerih vsebina je skladna z njihovo identiteto, saj to prispeva k dolgoročnemu povečanju prepoznavnosti in verodostojnosti znamke.

• Language: Slovenian
• Keywords: vplivnostni marketing, vplivnež, družbena omrežja, Instagram, strategije na družbenih omrežjih, moda
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: S. Papež
• Year: 2024
• Number of pages: 1 spletni vir (1 datoteka PDF (100 str.))
• PID: 20.500.12556/RUL-158554
• UDC: 658.8:077.5(043.2)
• COBISS.SI-ID: 200979971
• Publication date in RUL: 15.06.2024

PAPEŽ, Satin, 2024, Analiza strategij vplivnostnega marketinga modnih znamk ter odziv potrošnikov na slovenskem trgu : magistrsko delo [online]. Master’s thesis. Ljubljana : S. Papež. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=158554

Secondary language

• Language: English
• Title: Analysis of influencer marketing strategies of fashion brands and consumer response in the Slovenian market

Abstract

Influencer marketing is crucial in the 21st-century fashion industry, as social media has reshaped the relationships between consumers and brands, with influencers becoming the bridge between the two. My research focuses on analyzing the marketing strategies of About You and Zalando and exploring the responses of Slovenian consumers to fashion influencers. In my master's thesis, I define and outline the role of influencers in shaping purchasing decisions and brand perception. The aim of the analysis was to assess the impact of influencer communication on consumer attitudes toward fashion brands and to identify the key characteristics of fashion brand marketing strategies. I found that authenticity and creativity are critical factors in the success of influencers in the fashion industry. Therefore, it follows that it is essential for fashion brands to choose influencers whose content aligns with their identity, as this contributes to the long-term increase in brand recognition and credibility.

• Keywords: influencer marketing, influencer, social media, Instagram, social media strategies, fashion