Uporabniška vsebina kot orodje marketinških odnosov z javnostmi na spletu

magistrsko delo

Jakob Šuster (Author), Mario Plenković (Mentor), Ines Kožuh (Co-mentor)

Abstract

Magistrska naloga preučuje uporabniško vsebino na YouTube-u z vidika marketinških odnosov z javnostmi. Ugotovili smo, da video blog ali vlog, kot izrazit primer te vsebine, omogoča blagovnim znamkam in podjetjem številne priložnosti za oblikovanje mnenj njihovih ciljnih skupin. Izjemna gledanost in priljubljenost ustvarjalcev vlogov, t.i. vlogerjev, predstavljata njihovo izhodišče moči vplivanja. Plasiranje taktično usmerjenih sporočil skozi vloge je tako postalo del vsake gledalčeve izkušnje na YouTube-u, kar smo dokazali z analizo umeščanja izdelkov. Hkrati nas je zanimalo, ali obstaja podobnost v načinu ustvarjanja tovrstne vsebine in umeščanja izdelkov pri različnih vlogerjih. Odgovore in spoznanja na to smo našli v široki paleti preučenih sorodnih študij, ki smo jih povezali v splošen komunikacijski model vlogerja. Gre tudi za najpomembnejši rezultat našega raziskovanja, saj predstavlja osnovo za analizo vsakega vlogerja.

Keywords

družbeni mediji;marketinški odnosi z javnostmi;marketing;uporabniška vsebina;user-generated-content;YouTube;vlog;vloger;umeščanje izdelkov;magistrske naloge;

Data

Language:	Slovenian
Year of publishing:	2019
Typology:	2.09 - Master's Thesis
Organization:	UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher:	[J. Šuster]
UDC:	[659.4:658.8]:004.7(043.2)
COBISS:	22876694
Views:	778
Downloads:	88
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	User generated content as a web based marketing public relations tool
Secondary abstract:	Youtube video blog or vlog as an example of user generated content, is one of the latest and most powerful marketing-public relations tool. Vlogers, creators of this type of content have become strong opinion leaders and shapers at the same time, influencing more and more social media users. Vlog as a marketing-public relations tool is also the main topic of our research, especially focused on what vlogers have in common and what strategies they use to produce content. We also analize product and brand placement, which is one of the most common ways to implement brand and product related information into any type of content. As a result we found, that most of the vlogers use basically same analogy or strategy of communication with their public. Regarding that we created a communication strategy model that defines the vloger's content creation, depending on what sort of brand or product information it may involve.
Secondary keywords:	YouTube;vlogger;vlog;video blog;public relations;marketing;social media;parasocial interaction;product placement;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages:	IX, 138 f.
ID:	11144496