diplomsko delo
Maša Bitenc (Author), Dejan Verčič (Mentor)

Abstract

Cilj diplomskega dela je preučiti primer upravljanja osebne znamke bivšega predsednika države Boruta Pahorja na družbenem omrežju Instagram. Skladno s ciljem diplomsko delo s pomočjo ustrezne empirične raziskave odgovarja na raziskovalno vprašanje. Raziskovalno vprašanje je bilo oblikovano na podlagi pregleda ustrezne literature s področja osebnega znamčenja. Obravnavano raziskovalno vprašanje odgovarja, na kakšen način ljudje ustvarijo osebno znamčenje na Instagramu. V diplomskem delu na podlagi temeljitega pregleda literature s področja osebnega znamčenja in uporabe družbenih omrežij (Instagram) preverjam trditev, ki se glasi: »Ljudje osebno znamčenje ustvarjajo s personalizacijo objav v neformalnih okoliščinah«. Študija primera, ki obravnava osebno znamčenje Boruta Pahorja na Instagram profilu v času predvolilne kampanje, je tako potrdila izsledke literature in preučevano trditev diplomskega dela.

Keywords

osebno znamčenje;družbena omrežja;Instagram;digitalizacija;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [M. Bitenc]
UDC: 077.5:32(043.2)
COBISS: 159074819 Link will open in a new window
Views: 37
Downloads: 21
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Other data

Secondary language: English
Secondary title: Instagram as a personal branding tool
Secondary abstract: The aim of the thesis is to examine the case of managing a personal brand on the Instagram social media of ex-president Borut Pahor. In accordance with the aim of the thesis, it answers the research question using appropriate empirical research methodology. The research question was formulated based on a review of relevant literature in the field of personal branding. The addressed research question answers how people create a personal brand on Instagram. The hypothesis developed on the basis of a thorough review of the literature in the field of personal branding and the use of social media (Instagram) is as it follows: "People create a personal brand by personalizing posts in informal environment". The case study, examines the personal brand of Borut Pahor on his Instagram profile during the pre-election campaign, and has confirmed the findings of the literature and the hypotheses of the thesis.
Secondary keywords: personal branding;social media;Instagram;digitalization;Pahor;Borut;1963-....;Oblikovanje blagovne znamke;Politiki;Družbena omrežja (internet);Univerzitetna in visokošolska dela;
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: 41 str.
ID: 19487930