magistrska naloga
Anja Legan (Author), Matevž Tomšič (Mentor)

Abstract

Od uvedbe interneta so se tržne strategije precej spremenile. Podjetja ne uporabljajo več le tradicionalnih načinov oglaševanja svojih izdelkov ali storitev, temveč se usmerjajo h kombinaciji tradicionalnih in digitalnih strategij. Zaradi tega razloga uporaba družbenih omrežij za samopromocijo predstavlja optimalno strategijo za razvoj in doseganje ciljev mnogih podjetij. Učinkovita oblika samopromocije so lahko tudi strateška sodelovanja in partnerstva. Če se posamezniki ali podjetja povežejo z vplivneži, lahko podjetja s povezovanjem pridobijo na prepoznavnosti in verodostojnosti podjetja oziroma blagovne znamke. V magistrskem delu smo z izsledki intervjuja pridobili informacije o izzivih, prednostih in izkušnjah podjetij, ki svojo samopromocijo izvajajo na družbenih omrežjih, s pomočjo rezultatov ankete pa smo dobili vpogled v izkušnje uporabnikov, ki na družbenih omrežjih spremljajo različna podjetja.

Keywords

družbena omrežja;samopromocija;trženje;mikro podjetja;vplivneži;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: FIŠ - Faculty of Information Studies
Publisher: [A. Legan]
UDC: 339.138:316.472.4(043.2)
COBISS: 195624195 Link will open in a new window
Views: 104
Downloads: 6
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Other data

Secondary language: English
Secondary abstract: With the beginning of the Internet, marketing strategies have changed considerably. Companies are no longer using only traditional ways of advertising their products or services, but are moving towards a combination of traditional and digital strategies. For this reason, the use of social networks for self-promotion represents the optimal strategy for the development and achievement of the goals of many companies. Strategic collaborations and partnerships can also be an effective form of self-promotion. If individuals or companies connect with influencers, they can increase the visibility and credibility of their company or brand. In the master's thesis, we got information from the interview results about the challenges, advantages and experiences of companies that carry out their self-promotion on social networks, and with the help of the survey results, we gained insight into the experiences of users who follow different companies on social networks.
Secondary keywords: social networks;self-promotion;marketing;micro-businesses;influencers;Družbena omrežja;Trženje;Mikropodjetja;Univerzitetna in visokošolska dela;
Type (COBISS): Master's thesis/paper
Thesis comment: Fakulteta za informacijske študije v Novem mestu
Source comment: Na ov.: Magistrska naloga : študijskega programa druge stopnje;
Pages: XV, 112 str.
ID: 23687884