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Title: Vpliv vplivnežev na nakupno odločanje Slovencev v primerjavi s tradicionalnimi orodji oglaševanja : magistrska naloga Authors: ID Kavčič, Maša (Author) ID Kovačič, Andrej (Mentor) More about this mentor... Files: This document has no files. This document may have a physical copy in the library of the organization, check the status via COBISS.  Language: Slovenian Work type: Master's thesis/paper Typology: 2.09 - Master's Thesis Organization: FUDS - School of advanced social studies Keywords: vplivneži, vplivnostno trženje, družbena omrežja, nakupno odločanje, donosnost vplivnostnih kampanij, magistrske naloge Place of publishing: Ljubljana Place of performance: Ljubljana Publisher: [M. Kavčič] Year of publishing: 2020 Year of performance: 2020 Number of pages: 66 str., [3] str. pril. PID: 20.500.12556/ReVIS-8136  COBISS.SI-ID: 57267203  UDC: 005 Note: Študijski program Medkulturni menedžment; Publication date in ReVIS: 13.08.2021 Views: 1182 Downloads: 0 Metadata:    Cite this work Plain text BibTeX EndNote XML EndNote/Refer RIS ABNT ACM Ref AMA APA Chicago 17th Author-Date Harvard IEEE ISO 690 MLA Vancouver : Copy citation

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The present Master's Thesis compares the influence of influencers on consumer purchasing decisions to the influences of traditional marketing tools. We researched whether social media influencers influence our purchasing habits, focusing on their impact on different aspects of purchasing decisions. We also explored whether consumers are more convinced by an opinion of a popular influencer, whether they find the influencers credible and professional and whether they trust all influencers or have more trust in the opinions of an influencer they know well. In the first part we talked about key concepts, such as influencers, influencer marketing and social media. Influencers are opinion leaders who share their private life and lifestyle with their followers on different social media platforms. Taking advantage of this fact, more and more companies are starting to collaborate with influencers and market their products in this way. As part of our quantitative study, we asked Slovenian consumers how influencers influence their purchasing decisions. Our empirical results and key findings showed that consumers are more attracted by a product when they hear about it from an influencer than when they see it in a traditional add. They are also more attracted to products promoted by a familiar influencer they already trust. We discovered that the consumers do not find the influencers any more or less credible than the traditional forms of advertising. However, they believe that the influencers provide a more detailed and professional reviews of products than traditional adds.

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