diplomsko delo
Timotej Prosenc (Author), Maruša Pušnik (Mentor)

Abstract

Namen diplomskega dela je raziskati, kako in na kakšnih nivojih poteka znamčenje portala Košarka.info. Spletni portal Košarka.info je bil ustanovljen v aprilu 2019, od takrat pa želi širiti prepoznavnost, predvsem preko kanalov, kot sta družbeni omrežji Facebook in Instagram. V tej diplomski nalogi sem poskušal dognati, katere strategije vplivajo na uspešnost portala kot blagovne znamke. Cilj je bil ugotoviti, v kolikšni meri naslovi in fotografije vplivajo na uspešnost člankov ter kako učinkovite so pri tem interaktivne vsebine. V teoretičnem delu sem preučeval vpliv sodobnih medijev in informacijske tehnologije na občinstva, analiziral družbena omrežja in opredelil pojem znamčenja. V raziskovalnem delu sem proces znamčenja portala Košarka.info razdelil na tri dele; na spletno stran, Facebook profile in Instagram profil. Preučeval sem vsak element znamčenja posebej, pri čemer sem za analizo spletne strani uporabil Model uspešnosti postavljanja nove znamke, ki sta ga postavila Latiff in Safiee, za analizo Instagram profila sem uporabil Cameronov model, za analizo Facebook profilov pa sem uporabil podatke o demografiji, dosegu in impresijah, ki jih ponuja Facebook. Analiziral sem tudi uspešnost nagradne igre na Facebook profilu Košarka.info. V diskusiji sem ugotovitve raziskovalnega dela povezal s teorijo.

Keywords

digitalni mediji;znamčenje;družbena omrežja;Facebook;Diplomska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [T. Prosenc]
UDC: 316.472.4:004.738.5(043.2)
COBISS: 87676931 Link will open in a new window
Views: 248
Downloads: 46
Average score: 0 (0 votes)
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Other data

Secondary language: English
Secondary title: Branding of a news portal. Case study: Košarka.info
Secondary abstract: The purpose of the diploma thesis is to explore how the branding of the Košarka.info news portal occurs. Since the news portal Košarka.info was launched in April 2019, it has aspired to spread its brand recognition, particularly through online social networking service channels, such as Facebook and Instagram. In the diploma thesis I attempted to determine which strategies affect the success of the news portal as a brand, with the objective being to ascertain to what extent headlines and images influence the success of the articles, as well as establishing the effectiveness of interactive content. In the theoretical part of the diploma thesis, I researched the influence that modern media and information technology has on audiences, analysed social networking services and defined the concept of branding. In the research part of the diploma thesis, I divided the branding process of the news portal Košarka.info into three components; the web page, Facebook profile and Instagram profile. I studied each element of branding separately, using the model of successful branding strategies for new businesses by Latiff and Safiee, to analyse the web page; Cameron’s model to evaluate the Instagram profile; along with data on demography, reach and impressions provided by Facebook, to research the Facebook profile. I also analysed the successfulness of running prize games on the Košarka.info Facebook profile. In the discussion section I linked the findings of the research with theory.
Secondary keywords: digital media;branding;social media;Facebook;Spletni portali;Web portals;Oblikovanje blagovne znamke;Branding (Marketing);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: 45 str.
ID: 13539694