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Title:Vloga digitalnih vplivneže v v prodaji v sodobni družbi : magistrska naloga
Authors:ID Muha, Žiga (Author)
ID Rojko, Katarina (Mentor) More about this mentor... New window
Files:.pdf MAG_2025_Ziga_Muha.pdf (4,44 MB)
MD5: 9788C0EAC388EA40ED1958D2209C8D4D
 
Language:Slovenian
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:FIŠ - Faculty of Information Studies in Novo mesto
Abstract:Namen magistrske naloge je bil raziskati vpliv digitalnih vplivnežev na sledilce in ugotoviti njihovo vlogo pri nakupnih namerah potrošnikov. Skozi raziskovanje smo ugotovili, da aktivnosti digitalnih vplivnežev ne vplivajo močno na nakupne namere potrošnikov. Digitalni vplivneži vplivajo na nakupne namere potrošnikov predvsem s svojo verodostojnostjo, dobro vsebino ter popusti, ki jih zagotavljajo. Na dojemanje vpliva digitalnih vplivnežev pri nakupnih namerah potrošnikov najbolj vpliva starost, saj je mlajšim bolj pomembna strokovnost, nepristranskost in iskrenost digitalnih vplivnežev ter da se lahko poistovetijo z njimi glede podobnih vrednot in okusa. Na zaupanje kupcev v določeno blagovno znamko lahko digitalni vplivneži s svojimi aktivnostmi vplivajo na način, da za določen izdelek ponudijo popust, prav tako pa mora biti jasno razvidno, da digitalni vplivnež uporablja izdelek ali storitev v njegovem vsakdanjem življenju.
Keywords:digitalni mediji, družbena omrežja, digitalni vplivneži, blagovna znamka, spletno nakupovanje
Place of publishing:Novo mesto
Place of performance:Novo mesto
Publisher:Ž. Muha
Year of publishing:2025
Year of performance:2025
Number of pages:XI, 142 str.
PID:20.500.12556/ReVIS-11551 New window
COBISS.SI-ID:230208003 New window
UDC:339.13:004.738.5(043.2)
Note:Na ov.: Magistrska naloga : študijskega programa druge stopnje;
Publication date in ReVIS:28.03.2025
Views:309
Downloads:5
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.

Secondary language

Language:English
Abstract:The purpose of the master thesis was to investigate the impact of digital influencers on their followers and determine their role in consumer purchase intentions. Through the research, we found that the activities of digital influencers do not significantly influence consumer purchase intentions. Digital influencers primarily affect purchase intentions through their credibility, good content, and the discounts they offer. The perception of the influence of digital influencers on consumer purchase intentions is most affected by age, as younger individuals value the expertise, impartiality, and authenticity of digital influencers more, and they prefer to relate to them based on shared values and tastes. Digital influencers can influence consumer trust in a particular brand by offering discounts for a specific product, while it must be clearly evident that the influencers use the product or service in their daily life.
Keywords:digital media, social networks, digital influencers, brand, online shopping


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