20.500.12556/DKUM-39171 RAZVOJ SOCIALNIH OMREŽIJ - PRIHODNOST STRATEŠKEGA MARKETINGA EXPANSION OF SOCIAL NETWORKS - THE FUTURE OF STRATEGIC MARKETING Diplomska naloga obravnava vzpon socialnih omrežij, ki so del novih, tako imenovanih družbenih medijev. Trženjska komunikacija se je z razvojem tehnologije spleta 2.0 že v veliki meri usmerila na spletne in mobilne komunikacijske in družbene medije. Tržnikom pa je merjenje učinkovitosti pojavljanja na socialnih omrežjih, pridobivanja oboževalcev in komunikacije s potrošniki, v povezavi s finančnim vložkom v kampanje na socialnih omrežjih in lastnimi poslovnimi cilji, še vedno težko opredeliti. V raziskovalnem delu diplomske naloge ugotavljamo potencial trženja, večanja prodaje in ugleda blagovnih znamk, ki so prisotne na socialnih omrežjih. Raziskava obravnava nov način dvosmernega komuniciranja blagovnih znamk in poslovnih subjektov s svojimi potrošniki, ki pred pojavom družbenih medijev s klasičnim oglaševanjem in trženjem ni bilo mogoče. Podrobnejše opredeljuje mnenja uporabnikov (potencialnih kupcev), ki so prisotni na socialnih omrežjih, njihove nakupne navade in odnose do komunikacije z blagovnimi znamkami in podjetji. This diploma thesis is concerned with the rise of social networks, which are a part of the new social media landscape. With the development of Web 2.0 technologies, marketing communications focused on web and mobile communications and social media to a large extent. However, it is still difficult for marketers to quantify the measurement of the effectiveness of participating in social media, gaining fans and communicating with consumers in relation to their financial investments into social networking campaigns and own business goals. In the research portion of my diploma thesis, I determined the marketing potential, sales growth and improved reputation for brands that participate in social networks. The research covers the new channels for two-way communication between brands and businesses and their customers, which was not possible through traditional advertising and marketing efforts before the rise of social media. It details the opinions of users (potential customers) that have a presence on social networks, their purchasing habits as well as their relationships to the communication with brands and businesses. socialna omrežja trženje marketing družbeni mediji komunikacija Social networks Marketing Social media Communication Connections true true false Slovenski jezik Angleški jezik Diplomsko delo 2012-12-05 20:08:15 2013-01-24 09:13:07 2022-05-04 14:09:19 2021-04-21 03:30:08 2012 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7120659 URN:SI:UM:DK:S9RBGZVB UNI_Bizjak_Suna_2012.pdf UNI_Bizjak_Suna_2012.pdf 1 5A91B9E08DF7CFCC09D728F1F4030FCA 9918fa758715e0e2a8bc6807cce6d1fbf044589d767af50fe8669d570752f5dd a2a850a8-7c08-11eb-bb7a-00155d0001ca 20.500.12556/dkum/8284d879-c662-45e2-afa7-8e27b76339aa https://dk.um.si/Dokument.php?lang=slv&id=52760 Fakulteta za organizacijske vede 0 0 0