diplomsko delo
Mojca Longar (Author), Urša Golob (Mentor)

Abstract

V diplomskem delu sem raziskovala motivacijo potrošnikov pri interakciji z vsebino blagovnih znamk na družbenih omrežjih. Z razmahom družbenih omrežij se je prej enosmerna komunikacija od blagovne znamke k potrošniku spremenila v dvosmerno, kjer je potrošnik dobil moč in vpliv na blagovno znamko. V prvem delu sem se osredotočila na pregled literature o motivacijah, predvsem z vidika teorije rab in zadovoljitev. Opredelila sem motivacije za rabo medijev. V drugem delu sem z uporabo kvalitativne metode izvedla intervjuje. S pomočjo tehnike kodiranja sem razvrstila zbrane motivacije glede na nivo interakcije potrošnika z blagovno znamko na družbenem omrežju. Ugotovila sem, da je najbolj pogosta motivacija informacija, sledi razvedrilo in na tretjem mestu nagrada. Največ motivov se je pojavilo pri rabi vsebine, sledi prispevanje. Zelo malo je kreiranja lastnih vsebin povezanih z blagovno znamko. Pri slednjem, najbolj aktivnem sodelovanju potrošnikov, blagovne znamke igrajo ključno vlogo, da na pravi način spodbudijo potrošnike k ustvarjanju vsebine.

Keywords

motivacija potrošnika;teorija rab in zadovoljitev;družbena omrežja;model COBRA;Diplomska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [M. Longar]
UDC: 366:004.738.5(043.2)
COBISS: 85466371 Link will open in a new window
Views: 189
Downloads: 34
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Other data

Secondary language: English
Secondary title: Consumers’ motivation for interacting with brand-related content on social media
Secondary abstract: In my tesis, I researched consumer motivation for interacting with brand content on social media. With the proliferation of social networks, previously one-way communication from brand to consumer has changed to two-way, where the consumer has gained power and influence over the brand. In the first part, I focused on reviewing the literature on motivations, especially in terms of uses and gratifications theory. I identified motivations for using social media. In the second part, I conducted interviews using a qualitative method. Using the coding technique, I sorted the collected motivations according to the level of consumer interaction with the brand on social media. I found that the most common motivation is information, followed by entertainment and in third place reward. Most of the motives came from the consumption of the content, followed by contribution. There is very little of content creation. In the latter, in the most active consumer engagement, brands play a key role in encouraging consumers to create content in the right way.
Secondary keywords: consumer motivation;Uses and gratification theory;social media;COBRA model;Vedenje potrošnikov;Consumer behavior;Blagovne znamke;Trademarks;Družbena omrežja (internet);Online social networks;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: 41 str.
ID: 13462408