magistrsko delo
Lucija Lepšina (Author), Urška Tuškej (Mentor)

Abstract

Vključenost porabnikov postaja vse bolj pomemben izziv podjetij v konkurenčnem poslovnem okolju in vse bolj pozornosti deležen koncept v znanosti. Koncept se kljub relativni neraziskanosti kaže kot izredno relevanten za pojasnjevanje porabnikovega vedenja predvsem v kontekstu spleta 2.0, specifično v okviru visoko interaktivnih družbenih omrežij. V zadnjem obdobju največjo zabeleženo rast dosega Instagram, ki s svojo interaktivno naravo in funkcionalnostmi nudi odlično podlago za vključujoče vedenje porabnikov. A vprašanje relevantnosti in moči vključujočega vedenja v odnosu porabnik–znamka in učinkov vključevanja na Instagramu ostaja odprto. Zato nas zanima, ali v kontekstu vključenosti Instagram res vpliva na vedenje porabnikov na njihovi odločitveni poti – na katere procese in na kakšen način. Magistrsko delo zato v ospredje postavlja vprašanje moči vpliva vključenosti porabnika v vsebine znamke na Instagramu na izbrane komunikacijske učinke, ki se vežejo na specifične faze odločitvene poti porabnika – poznavanje znamke, zaznano pozitivno podobo znamke in zvestobo znamki. Teoretični del se osredotoča na pregled relevantnih teoretičnih prispevkov o vključenosti porabnikov, specifično na kontekst spletnih družbenih omrežij. V teoretičnem delu osvetlimo posledice vključenosti in izbrane komunikacijske učinke ter izpeljemo teoretsko-raziskovalni model. Empirični del vsebuje lastno kvantitativno raziskavo vpliva vključenosti porabnikov v vsebino znamke na Instagramu na omenjene komunikacijske učinke, opravljeno na neverjetnostnem vzorcu 386 enot. Raziskava je pokazala, da vključenost porabnikov pozitivno vpliva na kakovost poznavanja znamke, na katero ima največji vpliv spremljanje in odzivanje na vsebine znamke. Pozitiven vpliv vključenosti se je pokazal tudi pri zvestobi znamki, kjer ima največjo moč stopnja ustvarjanja vsebin, povezanih z znamko.

Keywords

Vedenje potrošnikov;Družbena omrežja;Poslovno komuniciranje;Magistrska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [L. Lepšina]
UDC: 366:316.472.4(043.2)
COBISS: 36411997 Link will open in a new window
Views: 668
Downloads: 249
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Other data

Secondary language: English
Secondary title: The power of consumer engagement on social networking sites – a myth or a truth?
Secondary abstract: Consumer engagement is becoming an increasingly important challenge for businesses in a competitive market and an increasingly important concept in science. Despite its relative lack of research, the concept is proving to be extremely relevant for explaining consumer behaviour, especially in the context of the Web 2.0, specifically within highly interactive social networking sites. In recent years, Instagram has seen the greatest growth, which, with its interactive nature and functionalities, provides a great basis for engaging consumer behaviour. However, the question of the relevance and power of engagement in consumer–brand relation on Instagram and its effects remains open. Therefore, we aim to research if, in the context of Instagram, engagement really influences consumer behaviour in their decision-making path – what processes and how. For this reason, our thesis raises a question of the power of influence of consumer engagement in brand-related content on Instagram on selected communication effects that apply to specific stages of consumer's decision-making path – brand awareness, positive brand image and brand loyalty. The theoretical part focuses on reviewing relevant theoretical contributions to consumer engagement, specifically in the context of social networking sites. Moreover, we highlight the consequences of engagement and selected communication effects and derive our theoretical model. The empirical part contains our own quantitative study of the aforementioned main research question, performed on a sample of 386 units. The research has shown that consumer engagement on Instagram has a positive impact on better brand knowledge, which is most influenced by the monitoring and instant responses to brand content. The positive impact of engagement has also been shown in brand loyalty, which is most influenced by the consumer's creation of brand-related content.
Secondary keywords: Consumer behavior;Social networks;Business communication;Master's theses;
Type (COBISS): Master's thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 98 str.
ID: 11233682