20.500.12556/DKUM-62075 DRUŽBENA OMREŽJA V MARKETINŠKI STRATEGIJI PODJETJA SOCIAL NETWORKS IN THE MARKETING STRATEGY OF THE COMPANY Pojav družbenih omrežij je spremenil način potrošnikovega zbiranja informacij in nakupovanja, spremenil pa se je tudi način marketinškega komuniciranja. V diplomskem delu je predstavljena vloga družbenih omrežij v okviru digitalnega komuniciranja. S pomočjo metod deskripcije, komparacije, analize in sinteze ter na podlagi praktičnega primera je prikazano, kako lahko podjetje z ustrezno strategijo na družbenih omrežjih pripomore k svoji prepoznavnosti, zgradi lasten medij za ciljno nagovarjanje potrošnikov, dobi vpogled v njihove navade in vedenjske vzorce ter na podlagi rezultatov, ki jih pridobi s pomočjo orodij, ki jih omogočajo družbena omrežja, prilagaja marketinške strategije. The phenomenon of social media has changed the consumers' way of gathering information and shopping. It has also changed the way of marketing communication. In this thesis the role of social media in the context of digital communication is intruduced. By using methods of description, comparison, analysis and synthesis and on a real life example it is shown that by using the right strategy on social media, the company can increase its recognition, can build its own channel through which it can address the targeted consumers, can get an insight into consumers' habits and behaviour, and can adjust its marketing strategy based on the results that can be obtained through various tools enabled by social media. družbena omrežja marketinška strategija potrošnik komunikacija social media marketing strategy consumer communication true true false [Š. Frešer] Slovenski jezik Angleški jezik Diplomsko delo 2016-08-22 16:00:14 2016-09-08 13:52:05 2022-06-28 03:07:43 2019-07-11 12:42:45 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 316.77:316.472.47(043.2) 20142358 URN:SI:UM:DK:0HNIO5GJ UN_Freser_Spela_2016.pdf UN_Freser_Spela_2016.pdf 1 EC2DC283F699DB24A98996B72B456C91 3f2c88cf8db84c121619a9fa6f7ae0b5f35bd42d6fbe25b351872ace9a30385b 3ef1cfb3-7c0d-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=101635 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0