Družbena omrežja kot orodje mednarodnega marketinga

diplomsko delo

Maruška Padar (Author), Miha Marič (Mentor)

Abstract

Raziskovali smo družbena omrežja kot orodje mednarodnega marketinga. Osredotočili smo se na družbena omrežja Facebook, Instagram in TikTok. Raziskali smo, če jih je smiselno uporabiti kot svoje marketinško orodje, katere starostne skupine jih največ uporabljajo, kakšen vpliv imajo na potencialne potrošnike, se zaradi družbenih omrežij pogosteje odločajo za nakup ter če zaradi njih lažje pridobivajo informacije. V prvem delu so predstavljene teoretične osnove izbranega področja in orodja, ki smo jih uporabljali za pridobitev rezultatov raziskave. Preizkus je obsegal pridobitev rezultatov anketnega vprašalnika, ki so ga reševali tako Slovenci kot tujci, kar nam je omogočalo vpogled na mednarodni trg. S statističnimi analizami smo potem rezultate preverili in prišli do glavnih ugotovitev. Ugotovili smo, da je družbena omrežja kot orodje mednarodnega marketinga brez dvoma potrebno uporabiti, s tem pa je potrebno biti pozoren na to, katera je naša ciljna publika. Pridobili smo starostne skupine, s tem pa smo lahko pravilno segmentirali trg in pridobili ciljne skupine, znotraj katerih imajo potencialni potrošniki podobne potrebe in želje.

Keywords

družbena omrežja;marketing;diplomske naloge;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[M. Padar]
UDC:	004.738.5
COBISS:	36883971
Views:	376
Downloads:	54
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Social media as international marketing tool
Secondary abstract:	We researched social networks as tool of international marketing. We focused on Facebook, Instagram and TikTok. We researched if it makes sense to use them as a marketing tool, which age groups use them the most, what impact they have on potential consumers, why they more often decide to buy a certain product due to interaction with social networks, and if they make it easier for consumers to obtain information. The first part presents the theoretical foundations of selected field and the tools we used to obtain the research results. The test included obtaining the results of a questionnaire, which was solved by both Slovenes and foreigners, which gave us an insight into the international market. We then checked the results with statistical analyzes and came to the main conclusions. We have found that social networks as a tool of international marketing undoubtedly need to be used, and that it is necessary to pay attention to whom our target audience actually is. We acquired age groups, so that we could properly segment the market and obtain target groups within which potential consumers have similar needs and desires.
Secondary keywords:	social media;marketing;international;tool;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	V, 62 f.
ID:	11962650