diplomsko delo
Lara Kozoderc (Author), Borut Milfelner (Mentor)

Abstract

V diplomski nalogi obravnavam vlogo družbenih omrežij pri vzpostavljanju in krepitvi odnosa med blagovno znamko in njenimi odjemalci. Marketing se vse bolj osredotoča na izkoriščanje potenciala družbenih omrežij, ki omogočajo neposreden stik z odjemalci ter gradnjo dolgoročnih odnosov, ki temeljijo na zaupanju in vzajemni koristi. Diplomsko delo vključuje teoretični in empirični del. V okviru raziskave smo analizirali vpliv družbenih in funkcionalnih koristi, ki jih odjemalci pridobijo prek Swyevih družbenih omrežij, na njihov odnos do spletnih strani znamke in na odnos do same blagovne znamke. Rezultati raziskave kažejo, da sta obe vrsti koristi, tako družbene kot funkcionalne, ključnega pomena za oblikovanje pozitivnega odnosa do blagovne znamke. Odjemalci, ki zaznavajo višje družbene koristi, kot so uživanje v pogovorih in povezovanje z drugimi člani na Swyevih družbenih omrežjih, kažejo večjo stopnjo zvestobe. Podobno so funkcionalne koristi, kot so dostop do uporabnih informacij in posebnih ponudb, povezane s pozitivno zaznavo blagovne znamke in večjo naklonjenostjo do nje. Sklepi raziskave potrjujejo, da so družbena omrežja pomembno orodje za krepitev blagovnih znamk, saj omogočajo podjetjem, da z uporabo strateških komunikacijskih aktivnosti učinkovito vplivajo na percepcijo in vedenje odjemalcev.

Keywords

družbena omrežja;blagovne znamke;odnos do blagovne znamke;odjemalci;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: L. Kozoderc
UDC: 658.626:004.738.5
COBISS: 211234051 Link will open in a new window
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Other data

Secondary language: English
Secondary title: ǂThe ǂrole of social media in establishing a relationship between a brand and customers
Secondary abstract: In my thesis, I examine the role of social media in establishing and strengthening the relationship between a brand and its customers. Marketing increasingly focuses on leveraging the potential of social media, which allows for direct contact with customers and the building of long-term relationships based on trust and mutual benefit. The thesis includes both theoretical and empirical sections. In the research part, we analyzed the impact of experiential and functional benefits that customers gain through Swye's social media on their relationship with the brand's websites and their relationship with the brand itself. The research results indicate that both types of benefits, experiential and functional, are crucial for forming a positive attitude towards the brand. Customers who perceive higher experiential benefits, such as enjoying conversations and connecting with other members on Swye's social media, show a higher level of loyalty. Similarly, functional benefits, such as access to useful information and special offers, are associated with a positive perception of the brand and greater affinity towards it. The conclusions of the research confirm that social media is an important tool for strengthening brands, as it allows companies to effectively influence customer perception and behavior through the use of strategic communication activities.
Secondary keywords: Social Networks;Brand;Brand Benefits;Relationship;Swy;
Type (COBISS): Bachelor thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 1 spletni vir (1 datoteka PDF (II, 42 str.))
ID: 24876108