diplomsko delo
Uroš Kramberger (Author), Klement Podnar (Mentor)

Abstract

Vključevanje porabnikov postaja vse bolj relevantno področje preučevanja in je vedno bolj prisotno v tržnih strategijah. Vključenost, ki jo moramo razumeti kot interaktivni odnos med znamko in porabnikom, vpliva tudi na zvestobo porabnikov znamki in vrednost znamke v očeh porabnikov. Z višjo stopnjo vključenosti porabnikov znamka doseže tudi to, da jo porabniki vidijo bolj pozitivno, zanimivo in privlačno kot tisto, kjer so porabniki z nižjo stopnjo vključenosti v znamko. S pojavom Spleta 2.0, ki je nadomestil Splet 1.0, in novimi aplikacijami znotraj tega, so se pojavila tudi nova orodja, s katerimi lahko znamke dosežejo višjo stopnjo vključenosti svojih porabnikov. Ker spletna družbena omrežja in njihova povezava z vključenostjo porabnikov v znamko še niso v celoti raziskana, je namen mojega diplomskega dela raziskati vključenost porabnikov v virtualne skupnosti znamk na spletnem družbenem omrežju Instagram in vpliv tipov objav, objavljenih s strani znamke, na spletnem družbenem omrežju Instagram, na stopnjo vključenosti porabnikov. Načine vključevanja porabnikov in stopnjo vključenosti sem raziskoval na primeru znamk Adidas, Nike in Zara, ki delujejo v okviru modne industrije. Za raziskovanje vključenosti sem izbral metodo Coursarisa, ki predpostavlja različne tipe objav na spletnih družbenih omrežjih, in prilagojeni model COBRA, ki vključenost porabnikov deli na različne nivoje.

Keywords

vključenost;Instagram;moda;spletna družbena omrežja;virtualne znamčne skupnosti;Komuniciranje;Diplomska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [U. Kramberger]
UDC: 366:004.738.5(043.2)
COBISS: 85667587 Link will open in a new window
Views: 190
Downloads: 25
Average score: 0 (0 votes)
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Other data

Secondary language: English
Secondary title: Ways of consumer engagement into brand's communication on social media
Secondary abstract: Consumer engagement is becoming an increasingly relevant area of marketing researches and is increasingly present in marketing strategies. Engagement, which must be understood as an interactive relationship between the brand and the consumer, also affects consumer loyalty to the brand, brand value in the eyes of consumers, and with a higher level of consumer involvement, the brand also achieves that consumers see it more positively, interestingly and attractively. With Web 2.0, which replaced Web 1.0, and new applications within it, new tools have also emerged what allows brands to achieve a higher level of involvement of their consumers. Since online social media and their relationship to consumer engagement in a brand have not yet been fully explored, the purpose of my thesis is to explore consumer involvement in virtual branded communities on the online social media Instagram and the impact of types of posts posted by the brand on the online social network Instagram, to the level of consumer engagement I researched ways of engaging consumers and level of engagement on the examples of brands in the fashion industry: Adidas, Nike, and Zara. For the research, I used typology, based on Coursaris which suggests different types of posts on social media and model adapted COBRA that separates different levels of consumer's engagement on social media.
Secondary keywords: engagement;Instagram;fashion;social media networks;virtual brand communities;Blagovne znamke;Trademarks;Potrošniki;Consumers;Instagram (spletno mesto);Instagram (Web site);Communication;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: 63 str.
ID: 13454808