diplomsko delo
Karmen Bučar (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Izjemen razmah družbenih omrežij in strma rast števila uporabnikov ključno vplivata na spremembe v načinih marketinškega komuniciranja. Zaradi hitrega razvoja družbenih omrežij prihaja tudi do hitrih sprememb pri njihovi uporabi v marketinškem komuniciranju. Po eni strani nastajajo nova omrežja, po drugi strani pa obstoječa pridobivajo vedno nove funkcionalnosti, tudi zaradi težnje po monetizaciji. Pri načrtovanju marketinškega komuniciranja prek družbenih omrežij je treba upoštevati izhodišča, ki skladno z želenimi komunikacijskimi cilji pogojujejo formo in vsebino sporočil in objav. Med drugim je pomembno tudi dejstvo, da že okoli 80 in več odstotkov uporabnikov dostopa do teh omrežij prek mobilnih naprav. Zaradi velikega števila družbenih omrežij je bolj učinkovito izbrati nekaj platform, na katerih bo organizacija prisotna in bo na njih proaktivno delovala. Izbor je odvisen od osebnosti blagovne znamke, komunikacijskih ciljev, ciljne skupine in poznavanja vedenja porabnikov. V diplomskem delu smo opravili teoretični pregled uporabe družbenih omrežij za marketinško komuniciranje in izpostavili reprezentativne praktične primere uporabe.

Keywords

marketinško komuniciranje;poslovno komuniciranje;družbena omrežja;dobra praksa;primeri;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [K. Bučar]
UDC: 659.3:004.738.5(043.2)
COBISS: 12356892 Link will open in a new window
Views: 1019
Downloads: 151
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Other data

Secondary language: English
Secondary title: ǂThe ǂuse of social media in marketing communication
Secondary abstract: An exceptional expansion of social media and a rapid growth of the number of their users substantially affect changes in the methods of marketing communication. Rapid development of social media leads to fast changes in their use in marketing communication. On one hand, new socia media platforms are being created, whereas on the other hand, the existing platforms gain new functionalities, also due to the trend of monetisation. When planning marketing communication via social media, basic points should be considered which in accordance with the desired communication objectives determine the form and the content of messages and announcements. A fact which is also important among other things is that about 80 percent or more users access these networks through mobile devices. Due to a large number of social media platforms, it is more efficient to choose a few platforms on which the organisation will be present and proactive. Such selection depends on the personality of a brand name, communication objectives, target group and on the understanding of consumer behaviour. In the thesis we carried out a theoretical review of the use of social media for marketing communication and we highlighted the representative practical examples of use.
Secondary keywords: social media;marketing communication;changes;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: II, 42 str.
ID: 9139807