Uporaba družbenih omrežij za širjenje prepoznavnosti mladih podjetnikov

diplomska naloga

Matej Mikolič (Author), Matevž Tomšič (Mentor)

Abstract

Podjetništva ni brez trženja; elektronskega trženja in družbenih omrežij ni brez razmaha digitalne tehnologije. Diplomska naloga preučuje uporabo družbenih omrežij med podjetniki z namenom ugotavljanja, katera družbena omrežja so med njimi najbolj popularna. Na osnovi šestih podjetij je bilo ugotovljeno, da je najpogosteje uporabljeno družbeno omrežje Facebook, sledi pa mu Instagram, kar velja tako za starejša kot mlajša podjetja. Podjetja so jih začela uporabljati, ker so zaznala njihove koristi, tj. razsežnost, cenovna ugodnost, možnost obdržati stik s konkurenco. Slednje pomeni, da jih je k temu v veliki meri prisilil trg in spremenjene tržne razmere. Kljub vsemu pa je med podjetji zaznati pomanjkljivo razumevanje teoretičnih trženjskih konceptov, zaradi česar podjetja objave na družbenih omrežjih naslavljajo splošno na celotno populacijo namesto ločeno po ciljnih skupinah.

Keywords

podjetništvo;digitalizacija;elektronsko trženje;družbena omrežja;Facebook;Instagram;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.11 - Undergraduate Thesis
Organization:	FIŠ - Faculty of Information Studies
Publisher:	[M. Mikolič]
UDC:	316.472.4:658-053.81(043.2)
COBISS:	2048637715
Views:	3
Downloads:	1
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary abstract:	There is no entrepreneurship without marketing and there is no electronic marketing and social networks without digital technology. The diploma examines social networks usage among entrepreneurs in order to determine which social networks are the most popular among them. Studying six companies revealed that Facebook is the most commonly used followed by Instagram which holds for both, younger and older, companies. The companies introduced social networks into their business due to the perceived benefits, i.e. their reach, financial affordability, ability to stay competitive. The latter indicates that they have been largely driven by the market as well as changing market conditions. Nevertheless, the companies have shown a lack of understanding of theoretical marketing concepts meaning that their posts in social networks are rather general than directed to specific target groups.
Secondary keywords:	entrepreneurship;digitalisation;electronic marketing;social networks;Facebook;Instagram;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Fakulteta za informacijske študije v Novem mestu
Source comment:	Na ov.: Diplomska naloga : visokošolskega strokovnega študijskega programa prve stopnje;
Pages:	XIII, 87 str.
ID:	11407615