Oglaševanje na družbenih omrežjih

magistrsko delo

Aleksandra Špela Lukas (Author), Bruno Završnik (Mentor)

Abstract

V slovenskem jeziku nimamo enotnega izraza za angl. social media. V literaturi in na spletu najdemo vse od socialnih omrežij, spletnih mrež, družbenih spletnih omrežij do družabnih in družbenih omrežij. V magistrskem delu bomo uporabljali izraz družbeno omrežje. Raziskave kažejo, da priljubljenost družbenih omrežij narašča. Število aktivnih uporabnikov je iz dneva v dan večje. Uporabniki družbenih omrežij postajajo del virtualnih skupnosti, v katerih iščejo prijateljstva, se spoznavajo in zabavajo, vedno več pa iščejo tudi poslovne priložnosti. Med uporabniki družbenih omrežij najdemo tudi podjetja, ki so z družbenimi omrežji našla nov kanal, na katerem lahko oglašujejo svoje izdelke ali storitve. Družbena omrežja imajo v primerjavi z ostalimi medijskimi kanali za podjetja številne prednosti. Magistrsko delo je sestavljeno iz dveh delov. Prvi del predstavljajo teoretična izhodišča o marketinškem komuniciranj ter predstavitev najbolj priljubljenih družbenih omrežij v svetu in v Sloveniji. Predstavili smo pomembnost človeških virov v oglaševanju, raziskali, katere lastnosti morajo imeti upravljavci družbenih omrežij ter zakaj so družbena omrežja pomembna z vidika delodajalcev in delojemalcev. Poglobili smo se v oglaševanje na družbenem omrežju Facebook in predstavili vse pomembne korake pri oblikovanju oglasa. V drugem delu smo na praktičnih primerih raziskovali oglaševanje na Facebooku, v sklopu katerega smo predstavili različne vrste objav in oglasov ter povzeli njihove rezultate.

Keywords

oglaševanje;oglasi;človeški viri;družbena omrežja;facebook;

Data

Language:	Slovenian
Year of publishing:	2017
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[A. Š. Lukas]
UDC:	659.1:004.7(043.2)
COBISS:	12828444
Views:	2046
Downloads:	582
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Social media advertising
Secondary abstract:	In the Slovene language we don’t have a direct expression for the english word social media. In the literature and on the internet we can find everything from social network, web network, social web network and others. In my master's thesis we will be using the term social media. Research shows that the popularity of social media is growing. The number of active users is increasing daily. The users are becoming members of virtual communities in which they are looking for friendship, are getting to know each other, have fun together and are also looking for business opportunities. Within the users of social networks we can also find companies, which found a new channel in social media for advertising their products and services. Social networks have many advantages for companies if we compare them to other advertising channels. The master’s thesis consist of two parts. The first part represents the theoretical points about marketing communications and the presentation of the most popular social networks worldwide and especially Slovenia. We presented the importance of human resources in advertising, explored the characteristics of social network managers, and why social networks are important in terms of employers and employees. We highlighted every detail about advertising on the social network Facebook and presented all the important steps in creating an ad. In the second part, in practical cases we investigated advertising on Facebook, in which we presented various types of announcements and advertisements and summarized their results.
Secondary keywords:	advertising;ads;social media;human resources;Facebook;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	III, 63 str.
ID:	10859355