The power of Slovenian fashion influencers in the process of purchase decision making of millennials

V modni industriji se dogajajo velike spremembe, pri čemer danes ključno vlogo igrajo družbena omrežja in vplivni posamezniki, ki potrošnike ozaveščajo o novih trendih, modnih izdelkih in storitvah. Tako imenovani modni digitalni vplivneži predstavljajo novo orodje tržnega komuniciranja, s katerim se lahko modne blagovne znamke povežejo s potrošniki bolj direktno in na bolj organski način ter tako modne izdelke ali storitve uspešno približajo svojim ciljnim potrošnikom. Čeprav gre za že nekaj časa trajajoč fenomen, ki se ga poslužujejo predvsem v tujini, v zadnjem času pa vedno več tudi pri nas, to področje v stroki še ni dodobra raziskano. Zato se v pričujočem delu osredotočam predvsem na to, kakšen vpliv imajo slovenski modni vplivneži na odločitve potrošnikov. Ali milenijci, ki so tem vplivom kot aktivni uporabniki družbenih omrežij najbolj izpostavljeni, te posameznike zaznavajo kot kredibilen vir informacij ter ali zaradi tega razmišljajo o nakupu modnega izdelka ali storitve. Empirični del diplomske naloge, ki temelji na kvantitativni raziskavi, pokaže, da zaznana kredibilnost slovenskih modnih vplivnežev pri milenijcih pozitivno vpliva na njihovo nakupno namero.Big changes are happening in the fashion industry in which the key role is played by the social media and individuals who have a great influence over consumers. These individuals whom we may refer to as social media influencers use their platforms to inform the consumers about new fashion trends, pieces and other kinds of products regarding that market area. Fashion influencers represent a new marketing tool which can help fashion brands connect with their consumers in a more direct and organic way. It has also the ability to bring closer the brand to their targeted consumers. However, this phenomenon has been around for a while now, especially in the foreign countries, as of lately it\u27s becoming more and more popular in Slovenia but it still hasn\u27t reached its full potential and the area itself hasn\u27t been researched to its full extent. In the upcoming research, I will be focusing mainly on the impact which Slovenian fashion influencers posses over the consumers. Do millennials, who are active users of social media and are influenced by the fashion influencers the most, acknowledge those influencers as a credible source of information and is that the reason they are likely to purchase a certain fashion item or service. The empirical part of my dissertation that is based on a quantitative research, is showing that the credibility of Slovenian fashion influencers impacts millennials purchase intention in a positive way