Vpliv družbenih omrežij na pospeševanje prodaje kozmetičnih izdelkov

Klemenčič, Lana Ana (author), Gašperlin, Mirjana (mentor)

Kozmetična industrija je v stalnem vzponu, ves čas se razvijajo novi kozmetični izdelki, njihov razvoj pa se stalno prilagaja trendom. Tako med drugim vedno večjo priljubljenost pridobivajo družbena omrežja in na njih prisotni vplivneži, ki jih za namene pospeševanja prodaje kozmetičnih izdelkov izkoriščajo podjetja, saj si tako zagotovijo večje občinstvo, boljšo komunikacijo s potrošniki ter vpogled v njihove želje in potrebe. Prav tako podjetja iščejo vedno nove načine trženja, s katerimi bi lahko čim več potrošnikov pritegnili k nakupu. Temu v prid se podjetja pogosto dogovorijo za plačano sodelovanje z vplivneži ter s tem zagotovijo dobiček tako sebi kot vplivnežem. Slednji so nato primorani oglaševati kozmetične izdelke tega podjetja, pri čemer za pospeševanje prodaje ustvarjajo interaktivne in poučne vsebine. Pogosto poskušajo pridobiti zaupanje sledilcev tudi s kodami za popust, video vsebinami ter nagradnimi igrami. Navsezadnje pa je zaupanje sledilcev v vplivneže odvisno tudi od strokovne izobrazbe, pozitivne naravnanosti ter iskrenosti vplivneža. V okviru diplomske naloge smo s pomočjo pregleda spletnih virov in spletnega vprašalnika želeli raziskati vpliv družbenih omrežij na pospeševanje prodaje kozmetičnih izdelkov. Ob tem smo želeli izvedeti več o uporabi družbenih omrežij za namen pridobivanja informacij o kozmetičnih izdelkih, dejavnikih, ki vplivajo na nakupno odločitev ter v kolikšni meri lahko na nakup vplivajo spletni vplivneži. Anketo smo razdelili med študente kozmetologije na UL FFA; v celoti jo je izpolnilo 47 kozmetologov. Rezultati so pokazali, da jih večina uporablja družbena omrežja in sledi lepotnim vplivnežem za pridobivanje informacij in nakupa kozmetičnih izdelkov; na njihovo nakupno odločitev pa najbolj vplivajo cena izdelka, sestavine ter dokazan učinek, medtem ko njihovo pozornost k nakupu pritegnejo predvsem estetsko in strokovno pripravljene slike in videoposnetki. Do vplivnežev ima večina anketirancev srednjo mero zaupanja, pri čemer je velik delež le teh že kupil izdelek po priporočilu vplivneža, manjši delež anketirancev pa je bil nad nakupom razočaran. Na podlagi ugotovitev ankete zaključujemo, da se vpliv družbenih omrežij in spletnih vplivnežev na prodajo kozmetičnih izdelkov povečuje ter postaja vse bolj pomemben.

• Language: Slovenian
• Keywords: družbena omrežja, vplivneži, kozmetika, trženje na družbenih omrežjih
• Work type: Bachelor thesis/paper
• Organization: FFA - Faculty of Pharmacy
• Year: 2023
• PID: 20.500.12556/RUL-149027
• Publication date in RUL: 02.09.2023

Secondary language

• Language: English
• Title: The impact of social networks on sales promotion of cosmetic products

Abstract

Cosmetic industry is constantly evolving, with new cosmetic products being developed all the time and their development constantly adapting to trends. For example, social networks and influencers are gaining in popularity and are being used by companies to promote the sale of cosmetics products, thereby providing a larger audience, better communication with consumers and insight into their desires and needs. Companies are also always seeking new ways of marketing to attract more consumers towards their purchases. To achieve this, companies often agree to paid collaborations with influencers, thereby ensuring profits for themselves and for the influencers. The influencers are then forced to advertise the company's cosmetic products, creating interactive and educational content to promote sales. They also frequently try to gain followers' trust through discount codes, video content and giveaways. Ultimately, follower trust in influencer also depends on the influencer's expertise, positive attitude and sincerity. In the diploma thesis, we aimed to study the impact of social networks on the promotion of cosmetic products through a review of online sources and an online questionnaire. We also wanted to find out more about the use of social networks itself for the purpose of obtaining information about cosmetic products, the factors influencing the purchase decision and the extent to which online influencers can influence the purchase. The survey was distributed to cosmetology students at UL FFA and was completed by 47 cosmetologists. The results showed that the majority of them use social networks and follow beauty influencers to get information and buy cosmetic products. Their purchasing decision is mostly influenced by the price of the product, the ingredients and the proven effect, while their attention is drawn mainly by aesthetically pleasing and professional images and videos; most respondents have a medium level of trust in influencers, with high percentage of them already purchasing a product recommended by an influencer, and a smaller percentage of respondents being disappointed with their purchase. Based on the survey findings, we came to conclusion that the impact of social networks and online influencers on the sale of cosmetic products is increasing and becoming more and more significant.

• Keywords: social networks, influencers, cosmetics, social media marketing