20.500.12556/ReVIS-14096 Odnos potrošnikov do oglaševanja kozmetičnih izdelkov na družbenih omrežjih Consumer attitudes towards advertising of cosmetic products on social media Oglaševanje je najpomembnejša tržno-komunikacijska dejavnost vseh sodobnih podjetij in se uporablja za komuniciranje ter posredovanje informacij sedanjim in novim strankam. Danes se vsakodnevno srečujemo z oglaševanjem izdelkov oziroma storitev. Veliko podjetij se odloča tudi za oglaševanje na družbenih omrežjih, saj število njihovih uporabnikov po svetu iz leta v leto narašča. Hitra rast uporabe družbenih omrežij je podjetja spodbudila k oglaševanju na najpogosteje uporabljenih družbenih omrežjih. Takšnega oglaševanja se poslužujejo tudi podjetja, ki oglašujejo kozmetične izdelke. Ključnega pomena je, da oglaševalci skrbno oblikujejo oglase in preverijo njihovo učinkovitost. Veliko vlogo pri tem ima odnos potrošnikov do samega oglaševanja. V magistrski nalogi teoretično predstavimo oglaševanje, oglaševanje kozmetičnih izdelkov, posebnosti digitalnega oglaševanja ter odnos potrošnikov do oglasov na družbenih omrežjih. Empirični del temelji na anketi, s katero so bili analizirani vplivi determinant, kot so zabava, informativnost, pomisleki glede zasebnosti, kredibilnost in iritacija ter vloga vplivnežev na odnos potrošnikov do oglaševanja kozmetičnih izdelkov. Rezultati raziskave so pokazali, da potrošniki oglaševanja kozmetičnih izdelkov na družbenih omrežjih v povprečju ne zaznavajo kot izrazito zabavnega, informativnega ali kredibilnega. Prav tako raziskava ni pokazala izrazito negativnega vpliva pomislekov glede zasebnosti in zaznane iritacije na odnos potrošnikov do oglaševanja. Izkazalo se je, da ima splošen odnos potrošnikov do oglaševanja na družbenih omrežjih pomemben vpliv na njihove nakupne namere pri kozmetičnih izdelkih. Rezultati so pokazali, da vplivneži na družbenih omrežjih pozitivno vplivajo na nakupne namere potrošnikov. Mlajši potrošniki so oglaševanju na omenjenih kanalih bolj naklonjeni kot starejši, medtem ko stopnja izobrazbe ni pokazala statistično značilnih razlik v kritičnosti do oglaševanja. Advertising is the most important marketing-communication activity of modern companies and is used for communication and providing information to current and potential customers. Today, we are exposed to advertising of products and services on a daily basis. Many companies advertise on social media, as the number of users worldwide continues to grow each year. The rapid growth of social media has encouraged companies to advertise on widely used social media platforms. Companies advertising cosmetic products also make use of such advertising. It is essential that advertisers carefully design advertisements and evaluate their effectiveness. Consumers’ attitudes toward advertising play an important role in this process. The theoretical part of the master’s thesis presents advertising, advertising of cosmetic products, characteristics of digital advertising, and consumers’ attitudes toward advertisements on social media. The empirical part is based on a survey analysing determinants as entertainment, informativeness, privacy concerns, credibility, irritation, and the role of influencers in consumers’ attitudes toward advertising cosmetic products. The results showed that consumers generally do not perceive cosmetic product advertising on social media as highly entertaining, informative, or credible. The study also did not reveal a strongly negative impact of privacy concerns and perceived irritation on consumers’ attitudes toward advertising. Consumers’ overall attitudes toward advertising on social media significantly influence purchase intentions regarding cosmetic products. Influencers on social media were found to positively affect consumers’ purchase intentions. Younger consumers showed more favourable attitudes toward advertising on these channels than older consumers, while educational level did not show statistically significant differences in advertising criticism. kozmetični izdelki družbena omrežja digitalno oglaševanje vplivneži potrošniško vedenje. cosmetic products social networks digital advertising influencers consumer behaviour. true false false Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-06-26 19:38:16 2026-06-26 19:38:17 2026-06-27 03:06:49 0000-00-00 00:00:00 2026 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 14750 1401$$mag_cesnovar_mateja_2026_pdfa.pdf 1401$$mag_cesnovar_mateja_2026_pdfa.pdf 1 2EF79082357450CA05DA599FBDC66FA2 1e041ee2c02a06f1fc439979ab9b378be09d7cce834c87cb2a345422514916c5 d18ec228-7185-11f1-b414-001a4af901a5 https://revis.openscience.si/Dokument.php?lang=slv&id=17085 Univerza v Novem mestu - Fakulteta za ekonomijo in informatiko 0 0 0