Knjižni vplivneži na slovenskem spletu

magistrsko delo

Tajda Cvetič Mlakar (Author), Andrej Blatnik (Mentor)

Abstract

Magistrska naloga skuša raziskati pojav knjižnega influencerstva na slovenskem spletu in t. i. knjižnih vplivnežev. Najprej razišče sam pojav vplivnostnega marketinga in družbenih medijev, ki so popolnoma spremenili način komuniciranja blagovnih znamk ter s tem tudi ponudnike blaga in storitev. Komunikacija je z njihovo pomočjo postala dvosmerna, javna ter tudi bolj ciljna. Z množično uporabo družbenih medijev so se začeli uveljavljati tudi vplivneži, posamezniki, ki so zelo vešči upravljanja družbenih omrežij in imajo nek doseg sledilcev. Za jedro naloge postavi knjižne blogerje in slovenski knjižni trg. S pomočjo anketnega vprašalnika in strukturiranega intervjuja razišče njihovo sodelovanje s slovenskimi založbami in ugotavlja, v okviru katerih modelov delujejo ter v kakšni meri opravljajo funkcije drugih knjižnih posrednikov, kot so kritiki, oglaševalci in drugi akterji založništva, ki skrbijo za ojačevanje knjig. Naloga odgovori tudi na ključni vprašanji, ali se knjižni blogerji istovetijo z vplivneži in ali vidijo svoje delo kot oglaševanje knjig.

Keywords

knjižni blogi;knjižni vplivneži;ojačevanje knjig;oglaševanje knjig;bolonjske magistrske naloge;

Data

Language:	Slovenian
Year of publishing:	2022
Typology:	2.09 - Master's Thesis
Organization:	UL FF - Faculty of Arts
Publisher:	[T. Cvetič Mlakar]
UDC:	655.4:[316.47:004.738.5](497.4)(043.2)
COBISS:	126130435
Views:	23
Downloads:	9
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Book influencers on the Slovenian web
Secondary abstract:	The objective of my master's thesis is to research the phenomenon of book influencers on the Slovenian web. In the first part of my thesis, the research focuses on influencer marketing on social media. Social media has completely changed the way businesses communicate with their potential clients. Public and more narrowly targeted two-way communication has been established with the help of social media. The large-scale application of social media gave rise to influencers – individuals skilled at managing their social media profiles and creating content that attracts many followers. The main focus of my master’s thesis research is to examine book influencers in relation to the Slovenian book market. The empiric part of thesis consists of gathering information using a questionnaire and a structured interview to find out how book influencers cooperate with Slovenian publishing houses. Additionally, this thesis tries to establish book influencers' modus operandi, i.e. to what extent they function as critics, advertisers, and other profiles in publishing whose job is to amplify books. Two key questions answered in my master's thesis are whether book bloggers identify themselves with influencers and consider their work to be book-marketing.
Secondary keywords:	book blogs;book influencers;book advertisment;Družbena omrežja;Magistrske naloge;Knjigotrštvo;Slovenija;
Type (COBISS):	Master's thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Filozofska fak., Oddelek za bibliotekarstvo, informacijsko znanost in knjigarstvo; enopredmetni študijski program Bibliotekarstvo, informacijski in založniški študiji, usmeritev Založništvo
Pages:	66 f.
ID:	16696946