Oglaševanje za generacijo z na družbenem omrežju TikTok

magistrsko delo

Svetlana Roškar (Author), Tina Tomažič (Mentor), Peter Čakš (Co-mentor)

Abstract

Generacija Z je posebna generacija, za katero ne veljajo že uveljavljene trženjske prakse. Najbolj priljubljene blagovne znamke pri tej generaciji so tiste, ki prikazujejo resničnost, saj se pripadniki generacije Z želijo počutiti tesno povezani z blagovno znamko. Glede na to, da je med generacijo Z izredno priljubljena aplikacija TikTok, samo se odločili v nalogi primerjati trženje treh podjetij in njihovih strategij na TikToku. Rezultati so pokazali, da je lahko TikTok izjemno družbeno omrežje za trženje za generacijo Z in da so najboljše trženjske strategije čisto enostavne, saj na priljubljenost posnetkov najbolj vpliva lahka in zabavna vsebina.

Keywords

generacija Z;trženje;družbena omrežja;aplikacija TikTok;magistrske naloge;

Data

Language:	Slovenian
Year of publishing:	2022
Typology:	2.09 - Master's Thesis
Organization:	UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher:	[S. Roškar]
UDC:	659.11:004.774.1(043.2)
COBISS:	116052483
Views:	75
Downloads:	17
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Advertising for Generation Z on TikTok
Secondary abstract:	Generation Z is a unique generation that is not subject to traditional marketing practises. Due to Generation Z's desire to feel personally connected to a brand, brands that portray reality are the most well-liked among this generation. In our thesis, we decided to compare the marketing strategies of three different companies and their strategies on TikTok, given that the TikTok application is incredibly popular among Generation Z. The findings demonstrated that TikTok can be a remarkable social media platform for Generation Z and that the best marketing tactics are quite straightforward because the popularity of the clips is primarily influenced by light and enjoyable content.
Secondary keywords:	generation Z;marketing;social media;TikTok;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages:	1 spletni vir (1 datoteka PDF (VIII, 72 f.))
ID:	15741012