Vpliv družbenih medijev na nakup oblačil

Pleško, Maruša (author), Toroš, Jani (mentor)

Ker so družbeni mediji danes prisotni v vsakdanjem življenju večine, sem v diplomskem delu raziskovala njihov vpliv na nakup oblačil; želela sem dokazati, da imajo v današnjem času največjo težo pri izbiri estetike, in posledično z oblikovalskega vidika bolje razumeti, kaj, kako in zakaj tržiti na družbenih omrežjih. Glavni namen naloge je bil razumeti obnašanje potrošnikov pod vplivom trženja v družbenih medijih. Pričakovala sem, da bodo rezultati raziskave dokazali predpostavko, da v večini primerov nakupujemo pod sublimnim vplivom medijev. Menila sem, da bo pokazala tudi neoriginalnost sodobne estetike, ki jo narekuje vizualna podoba vplivnikov, povezanih z dejanskim okoljem in kulturo potrošnika. V prvem delu diplomskega dela so predstavljeni temeljni trženjski pojmi, ki jih je treba razumeti za lažje sledenje. V drugem delu se osredotočam na uvedbo trženjskih prijemov v modni industriji, tretji del pa je namenjen združitvi pojasnjenih konceptov v okviru sodobnih platform družbenih medijev. Potem ko sem proučila teoretične osnove, da sem lahko bolje razumela trženjske pristope, sem se odločila pridobljene podatke preveriti z anketo, ki je bila kazalnik zanesljivosti teh podatkov v domačem okolju. V okviru raziskovanja vpliva družbenih medijev na nakup oblačil sem sestavila anketo, katere cilj je bila pridobitev oprijemljivih rezultatov resničnih potrošnikov manjšega, naključnega tržnega segmenta. Po končani raziskavi lahko sklepam, da družbena omrežja zanesljivo povečajo prodajo in verodostojnost podjetij, nimajo pa tako močnega vpliva na nakupno odločitev, kot sem predpostavila pred raziskavo.

• Language: Slovenian
• Keywords: trženje, moda, družbeni mediji, anketa
• Work type: Bachelor thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2021
• PID: 20.500.12556/RUL-127802
• Publication date in RUL: 23.06.2021

Secondary language

• Language: English
• Title: The impact of social media on clothing purchases

Abstract

Since social media is present in the daily lives of most, in my thesis I wanted to focus on their influence when buying clothes, prove that they have the greatest weight in choosing aesthetics nowadays, and consequently better understand what, how and why from a design point of view to market on such networks. The main purpose of the task was to understand consumer behavior under the influence of social media marketing. I expected the results of the research to prove the assumption that in most cases we shop under the sublime influence of the media. I thought it would also show the unoriginality of contemporary aesthetics dictated by the visual image of influencers unrelated to the actual environment and consumer culture. The first part presents the basic marketing concepts that need to be understood to facilitate tracking. The second part focuses on the introduction of marketing approaches in the fashion industry, and the third is aimed at combining the explained concepts within modern social media platforms. After researching and gaining a theoretical basis for a better understanding of marketing approaches, I decided to verify the obtained data with a survey, which acted as an indicator of the reliability of this data in the home environment. As part of researching the impact of social media on the purchase of clothing, I created a survey aimed at obtaining tangible results from real consumers in a smaller, random market segment. After completing the research, we can conclude that social networks reliably increase the sales and credibility of companies, but they do not have as strong an impact on purchasing decisions as was assumed before the research.

• Keywords: marketing, fashion, social media, survey