Celebrity and influencer advertising on Instagram

V diplomskem delu smo predstavili oglaševanje z vplivneži in zvezdniki na Instagramu ter razlike med obema načinoma oglaševanja, hkrati pa raziskali, kateri način je bolj uspešen. Izvedli smo analizo objav slovenskih zvezdnikov in vplivnežev na Instagramu ter na podlagi stopnje angažiranosti ugotavljali, kateri način oglaševanja je v Sloveniji bolj uspešen. Ugotovili smo, da so slovenski vplivneži na Instagramu pri oglaševanju bolj uspešni kot slovenski zvezdniki, saj v povprečju dosegajo višjo stopnjo angažiranosti. Z anketo smo raziskali, kako uporabniki Instagrama v Sloveniji dojemajo oglaševanje z zvezdniki in vplivneži na Instagramu. Ugotavljali smo, ali imajo med uporabniki boljši ugled zvezdniki ali vplivneži, kateri jih z oglaševanjem bolj prepričajo za nakup izdelkov ali storitev ter mnenju katerih bolj zaupajo.In this thesis, we presented advertising with celebrities and influencers on Instagram, the differences between the two methods of advertising and explored which method is more successful. We analysed Instagram posts of Slovenian celebrities and influencers and determined which method of advertising is more successful in Slovenia, based on the engagement rate. We found that Slovenian influencers are more successful in advertising on Instagram than Slovenian celebrities, as they achieve a higher engagement rate on average. Our survey examined how Instagram users in Slovenia perceive advertising with celebrities and influencers on Instagram. We determined whether celebrities or influencers have a better reputation among users, who persuades them more to buy products or services through advertising and whose opinion they trust more