Komunikacija blagovne znamke v spletnih družbenih omrežjih. Primer Kekca na Facebooku

magistrsko delo

Monika Horvat (Author), Marko Ivanišin (Mentor)

Abstract

Namen naloge je preučiti komunikacijo blagovne znamke, še posebej na spletnih družbenih omrežjih, ter izvesti in analizirati komunikacijo blagovne znamke Kekec pašteta na Facebooku. V teoretičnem delu smo predstavili zgodovino spletnih družbenih omrežij, nato smo se posvetili Facebooku, njegovim značilnostim in možnostim, kako na njem ustvarjati publiciteto. V ta namen smo analizirali komunikacijo blagovnih znamk Coca-Cola, Cockta in Argeta. Ugotovitve tega dela smo uporabili v empiričnem delu, kjer smo ustvarili Facebook stran Kekec - TA PRAVA in z natančno pripravljenim načrtom objav ter oglaševanjem preverili odzive Facebook uporabnikov iz Slovenije. V zaključku ugotavljamo, da z dobro načrtovano Facebook stranjo lahko prav tako kot z oglaševanjem dosežemo zadovoljive rezultate.

Keywords

blagovne znamke;spletna družbena omrežja;komunikacija;Facebook;

Data

Language:	Slovenian
Year of publishing:	2014
Typology:	2.09 - Master's Thesis
Organization:	UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher:	[M. Horvat]
UDC:	316.472.4:658.626(043.2)
COBISS:	18493206
Views:	1570
Downloads:	163
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	COMMUNICATING A BRAND ON SOCIAL NETWORK SITES. A CASE OF KEKEC PATE ON FACEBOOK
Secondary abstract:	Purpose of this task is to study communication of brand, especially on social network sites and to perform and analyze the communication of brand Kekec on Facebook. In theoretical part of the assignment we presented history of the social network sites and after it we dawned only on Facebook, his characteristics and options, how to use it for publicity. In this purpose we analyzed the communication of brands Coca-Cola, Cockta and Argeta. Findings of this part of the task we used in empirical part, where we made Facebook page Kekec - TA PRAVA and with thoroughly prepared plan of posts and marketing we checked response of the Facebook users in Slovenia. In conclusion we established that with a good planed Facebook page we can accomplish as good results as we could with standard marketing.
Secondary keywords:	brands;social network sites;communications;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages:	VII, 78 f.
ID:	8680567