Tržne strategije v digitalni dobi in analiza oglaševanja podjetja Duolingo na družbenih omrežjih

diplomsko delo

Sara Škerban (Author), Dijana Močnik (Mentor), Gordana Radić (Co-mentor)

Abstract

V diplomskem delu smo opredelili družbena omrežja kot kanal za oglaševanje in trženje s strani različnih blagovnih znamk in podjetij, med njimi tudi Duolingo. V sklopu empirične raziskave smo izvedli spletno anketo, s katero smo analizirali, kako je prisotnost podjetja na družbenih omrežjih vplivala na uporabnikovo mnenje o podjetju Duolingo in kako le-ta pritegne svoje uporabnike preko oglaševanja na družbenih omrežjih. Ugotovili smo, da obstaja močna pozitivna povezanost med oglaševanjem in prvim vtisom, vsebinami ter lastnostmi oblikovanja, ki jih uporabnik na družbenih omrežjih v oglasu opazi, in da je oglaševanje imelo zmeren vpliv na njihove uporabnike.

Keywords

digitalno trženje;družbena omrežja;blagovne znamke;oglaševanje v družbenih omrežjih;Duolingo;diplomske naloge;

Data

Language:	Slovenian
Year of publishing:	2024
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher:	[S. Škerban]
UDC:	[339.138+659.1]:077.5(043.2)
COBISS:	221450755
Views:	0
Downloads:	14
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Marketing strategies in the digital age and analysis of Duolingo's social media advertising
Secondary abstract:	In the bachelor’s thesis, we defined social networks as a channel for advertising and marketing by different brands and companies, including Duolingo. As part of the empirical research, we conducted an online survey to analyze how the company's presence on social networks influenced users' opinion of Duolingo and how Duolingo engages its users through social media advertising. We found that there is a strong positive correlation between advertising and the first impression, content, and design features that a social media user sees in an advert and that advertising has a moderate impact on their users.
Secondary keywords:	digital marketing;social networks;brands;social media advertising;Duolingo;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages:	1 spletni vir (1 datoteka PDF (V, 61 f.))
ID:	24813403