magistrsko delo
Minela Jelečević (Author), Urša Golob (Mentor)

Abstract

Znamke lahko s pravo strategijo učinkovito uporabijo spletna družbena omrežja za grajenje skupnosti znamke, spodbudijo vključenost porabnikov s skupnostjo in znamko ter posledično spodbujajo prakse soustvarjanja vrednosti znamke. Raziskave na tem področju so pokazale, da lahko znamke s pomočjo spletnih družbenih omrežij zagotovijo učinkovito soustvarjanje vrednosti, študije pa se manj ukvarjajo z razumevanjem poteka in načinov soustvarjanja vrednosti v skupnostih znamk na spletnih družbenih omrežjih ter preučevanjem odzivov porabnikov na poskuse soustvarjanja vrednosti. S kvalitativno raziskavo sem zato želela ugotoviti, kako znamke in porabniki soustvarjajo vrednost na spletnih družbenih omrežjih – natančneje me je zanimalo, v kolikšni meri znamke v proces soustvarjanja vrednosti vključujejo porabnike in katere prakse ter mehanizme pri tem uporabljajo; kakšna je stopnja vključenosti porabnikov in kako se ti odzivajo na poskuse soustvarjanja vrednosti znamke; in ali prihaja do razlik med posameznimi spletnimi družbenimi omrežji. Ključna ugotovitev je, da znamke sicer vključujejo porabnike v soustvarjanje vrednosti, vendar pri tem ne uporabljajo vseh praks soustvarjanja vrednosti enakovredno. Porabniki se najpogosteje odzivajo na produktno usmerjene objave, njihovi komentarji pa so v večji meri pozitivni kot negativni. Znamke po drugi strani na komentarje porabnikov ne odgovarjajo redno; analiza je pokazala, da v primerih, ko znamke na komentarje porabnikov odgovarjajo, ti spodbudijo tudi nadaljnjo interakcijo in dialog s strani porabnikov, po drugi strani pa manjša raven dialoga s strani znamke spodbudi dialog med porabniki znotraj skupnosti. Analiza je pokazala, da znamke za soustvarjanje vrednosti v najmanjši meri uporabljajo družbeno omrežje TikTok.

Keywords

vrednost znamke;soustvarjanje vrednosti;vključenost porabnikov;spletna družbena omrežja;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [M. Jelečević]
UDC: 659.126(043.2)
COBISS: 150471939 Link will open in a new window
Views: 47
Downloads: 12
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Other data

Secondary language: English
Secondary title: Brand value co-creation and consumer engagement on social networking sites
Secondary abstract: With the right strategy, brands can effectively social networking sites to build a brand community, encourage consumer engagement with the community and the brand, and consequently prompt brand value co-creation practices. Research in this area has shown that brands can provide effective value co-creation through social networking sites, but studies are less concerned with understanding the process and methods of value co-creation in social network brand communities and examining consumer responses to value co-creation attempts. With qualitative research, I therefore wanted to find out how brands and consumers co-create value on social networks - more specifically, I was interested in the extent to which brands include consumers in the process of co-creating value and what practices and mechanisms they use; what is the level of consumer involvement and how do they respond to value co-creation attempts; and whether there are differences between individual social networks. The key finding is that while brands involve consumers in value co-creation, they do not use all value co-creation practices equally. Consumers respond most often to product-oriented posts, and their comments are often more positive than negative. Brands, on the other hand, do not regularly respond to consumer comments; analysis showed that in cases where brands respond to consumer comments, these encourage further interaction and dialogue from consumers, while on the other hand, a lower level of dialogue from the brand encourages dialogue between consumers within the community. The analysis showed that compared to other social networks, brands use TikTok to the smallest extent for value co-creation.
Secondary keywords: brand value;value co-creation;customer engagement;social networking sites;Blagovne znamke;Vedenje potrošnikov;Družbena omrežja (internet);Univerzitetna in visokošolska dela;
Type (COBISS): Master's thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 114 str.
ID: 18583937