Instagram kot orodje za upravljanje osebne znamke

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:	2023
Typology:	2.11 - Undergraduate Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[M. Bitenc]
UDC:	077.5:32(043.2)
COBISS:	159074819
Views:	37
Downloads:	21
Average score:	0 (0 votes)
Metadata:

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