Spletno oglaševanje na družbenih medijih pri generaciji Z v Sloveniji

magistrsko delo

Maja Pučko (Author), Tina Tomažič (Mentor), Jani Pavlič (Co-mentor)

Abstract

V magistrskem delu je predstavljeno spletno oglaševanje na družbenih medijih pri generaciji Z v Sloveniji. Osrednji področji sta spletno oglaševanje na družbenih medijih in uporaba družbenih medijev pri generaciji Z za namene spletnega nakupovanja. Namen naloge je bil ugotoviti dejavnike, ki vplivajo na pripadnike generacije Z, da se odločijo za nakup izdelka, oglaševanega na družbenih medijih. Opravili smo raziskavo v obliki anketnega vprašalnika in ugotovili, da jih k nakupu najbolj motivirajo priložnosti ob uporabi družbenih medijev (zmanjšanje stroškov in dostopnost) ter družbeni vpliv, ki so ga deležni s strani vplivnežev ter ljudi, ki so del njihovega ožjega kroga.

Keywords

generacija Z;družbeni mediji;spletno oglaševanje;oglaševanje;marketing;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:	[M. Pučko]
UDC:	659.1:077.5(043.2)
COBISS:	144715779
Views:	205
Downloads:	43
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Online social media advertising for generation Z in Slovenia
Secondary abstract:	In our master’s thesis we present online advertising on social media among generation Z in Slovenia. The main subjects are online social media advertising and generation Z’s use of social media for online shopping. The purpose of the assignment was to determine factors that influence members of generation Z in a way that makes them purchase a product advertised on social media. We conducted a survey in the form of a questionnaire and found that they are mostly motivated by the opportunities that using social media offers (cost reduction and accessibility) and the social influence they receive from influencers and people who are part of their inner circle.
Secondary keywords:	generation Z;social media;web advertising;advertising;marketing;
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, 83 f.))
ID:	16464295