diplomsko delo
Živa Bele (Author), Klement Podnar (Mentor)

Abstract

Personalizacija oz. prilagoditev komunikacije posameznim kupcem je že nekaj let med glavnimi trendi v marketinških praksah. Napredek pri metodah zbiranja podatkov, analitiki, digitalni elektroniki in digitalni ekonomiji je omogočil tržnikom, da uporabijo učinkovitejše, bolj realistične in dolgotrajnejše taktike personalizacije uporabniške izkušnje. Trg personaliziranih marketinških praks je dandanes že zelo razvit, kar pomeni, da so jim porabniki izpostavljeni. Med personalizirane marketinške prakse uvrščamo tudi personalizirana oglasna sporočila. Porabniki se srečujejo z različnimi vrstami oglasov, neposredno na izbranih spletnih straneh in prek drugih kanalov. Veliko podjetij uporablja personalizirana sporočila kot način ustvarjanja odnosa s porabniki. Vendar pa je personalizacija danes občutljivo področje in se pogosto povezuje z vprašanjem zasebnosti in iritacije porabnikov. Obstaja večje število dejavnikov, ki vplivajo na odnos porabnika do izbranega personaliziranega sporočila. Študije na področju marketinga avtorjev Jun in Lee (2007) opredeljujejo zaznano personalizacijo, informativnost, zabavo, kredibilnost in iritacijo kot odločilne. S pomočjo empirične raziskave smo poskušali prikazati vpliv omenjenih dejavnikov na odnos porabnika do izbranega personaliziranega oglasnega sporočila - elektronske pošte, spletne pasice in pojavnega okna. Na podlagi pridobljenih podatkov in opravljene analize smo ugotovili, da imajo informativnost, zabavnost in kredibilnost največji vpliv na porabnikov odnos do personaliziranih sporočil. Dejavnik personalizacija in iritacija praktično nima vpliva.

Keywords

marketing;oglasi;personalizacija;Trženje;Potrošniki;Oglaševanje;Diplomska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [Ž. Bele]
UDC: 659.1:339.138(043.2)
COBISS: 24141571 Link will open in a new window
Views: 465
Downloads: 163
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Other data

Secondary language: English
Secondary title: Customer attitude towards personalised messages in Slovenian marketing practices
Secondary abstract: Personalization or adapting communication to individual customers has been one of the main trends in marketing practices for several years. Advances in data collection methods, analytics, digital electronics, and digital economy have allowed marketers to use more effective, realistic, and long-lasting user experience personalization tactics. The market for personalized marketing practices is already developed today, which means that consumers are exposed to it. Personalized marketing practices also include personalized advertising messages. Consumers encounter different types of ads, directly on selected websites and through other channels. Many companies use personalized messages as a way to build a relationship with consumers. However, personalization is a sensitive area today and is often associated with privacy issues and customer irritation. Several factors affect a consumerʼs attitude toward a chosen personalized message. The theory of the author's Jun and Lee (2007), define perceived personalization, informativeness, entertainment, credibility, and irritation as decisive. With the help of empirical research, we tried to show the impact of these factors on the consumer's attitude toward the selected personalized advertising message - emails, web banners, and pop-ups. Based on the obtained data and the performed analysis, we found that informativeness, entertainment, and credibility have the greatest impact on the consumer's attitude towards personalized messages. The factors personalization and irritation have almost no impact.
Secondary keywords: marketing;ads;personalization;Marketing;Consumers;Advertising;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: 68 str.
ID: 11884484