diplomsko delo
Jerneja Laznik (Author), Miro Kline (Mentor)

Abstract

Vedenje potrošnikov je rezultat recipročnega delovanja različnih dejavnikov, med drugim tudi referenčnih skupin. Slednje so v različnih pojavnih oblikah prisotne tudi na spletu. Gre za spletne skupnosti, ki prestavljajo okvir referenc, oblikovanih s strani skupnosti, na podlagi katerih člani oblikujejo svoja nakupna vedenja. Iz marketinške perspektive so pomembne zaradi njihovega vpliva na oblikovanje izdelčnih preferenc in izbiro tržne znamke. Empirični del naloge je oblikovan na predpostavki, da večji je vpliv spletne skupnosti na posameznikovo izbiro tržne znamke, večja je stopnja socialne identifikacije posameznika s spletno skupnostjo. Socialna identifikacija namreč predstavlja enega izmed dejavnikov, od katerega je odvisna moč vpliva, ki jo nad svojimi člani izvaja skupnost. S kvantitativno analizo podatkov, ki smo jih z anketnim vprašalnikom pridobili od članov Facebook skupine “Vegetarijanci, vegani, presnojedci”, smo ugotovili visoko stopnjo pozitivne korelacije med vplivom na izbiro tržne znamke in stopnjo socialne identifikacije posameznika s spletno skupnostjo. Dodatno pozornost smo namenili trem tipom vpliva spletne skupnosti. Pri tem smo ugotovili, da posamezniki svoje nakupne odločitve oblikujejo na podlagi preferenc in pričakovanj spletne skupnosti, kar vodi do oblikovanja preferenčnih tržnih znamk.

Keywords

tržne znamke;referenčne skupine;vpliv referenčnih skupin;spletne skupnosti;socialna identifikacija;Vedenje potrošnikov;Nakupovanje;Blagovne znamke;Diplomska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [J. Laznik]
UDC: 366:339.138(043.2)
COBISS: 35808349 Link will open in a new window
Views: 674
Downloads: 166
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Other data

Secondary language: English
Secondary title: The influence of virtual communities on brand choice
Secondary abstract: Consumer behaviour is a result of reciprocal action of various factors, including reference groups. Reference groups maintain present on the web in many different forms, which are virtual communities that represent a framework of community-based references how their members make their purchase choices. From the marketing perspective, they are important due to their influence on the formation of product preferences and the choice of a brand. The empirical part of the thesis is based on the assumption that the greater the influence of the online community on the individual’s choice of brand, the greater the degree of social identification of the individual with the virtual community. Social identification is one of the factors how the influence of the community is exercised among its members. With quantitative analysis of data, obtained through a questionnaire among members of Facebook group “Vegetarijanci, vegani, presnojedci” (ang. “Vegetarians, vegans and raw vegans”), we found a high level of positive correlation between the impact on the brand choice and the degree of social identification the individual has with virtual community. Additional attention was paid to three types of influence, as exercised by virtual community and we found out that individuals’ purchase decisions are based on the preferences and expectations of the virtual community, which leads to the creation of preferential brands.
Secondary keywords: Consumer behavior;Shopping;Trademarks;Graduate theses;
Type (COBISS): Bachelor thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 50 str.
ID: 10958832