20.500.12556/DKUM-71503 Oglaševanje in prikrito oglaševanje na družabnem omrežju instagram Advertising and subliminal advertising on social media instagram Instagram je tretje največje družabno omrežje in postaja eden izmed pomembnejših kanalov, preko katerih podjetja oglašujejo svoje produkte ali storitve. V diplomskem delu smo raziskali razvoj oglaševanja skozi zgodovino, predstavili Instagram, oglaševanje na njem in izpostavili problem prikritega oglaševanja. Izvedli smo anketo Facebookovih uporabnikov in skušali ugotoviti, kako dobro prepoznavajo in se zavedajo oglasnih vsebin na omrežju. Analizirali smo profile slovenskih in ameriških uporabnikov ter primerjali količino prikritih oglasov. Ugotovili smo, da se spletna javnost dokaj dobro zaveda oglaševanja na Instagramu in da je v slovenskih profilih prisotno več prikritega oglaševanja kot v ameriških. Instagram is the third largest social media network and is gradually becoming one of the most important channels through which companies advertise their products or services. In this thesis, we researched the development of advertisement through history, presented Instagram and its advertisement; moreover, we emphasized the problem of covert advertising. We conducted a survey of Facebook users, in order to find out how well they recognize and are aware of advertising content on the network. Furthermore, we analyzed the profiles of Slovenian and American users and compared the amount of covert advertising. The results show that the online public is fairly well aware of advertising on Instagram and that covert advertisements are more frequent in Slovenian profiles than in American ones. družabna omrežja Instagram oglaševanje prikrito oglaševanje : social media Instagram advertising covert advertising true true false G. Kos Slovenski jezik Angleški jezik Diplomsko delo/naloga 2018-08-20 01:13:07 2018-09-04 17:35:30 2022-08-01 20:59:22 2019-07-11 18:44:53 2018 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.11:004.7(043.2) 21764374 URN:SI:UM:DK:YJTN5N9E UN_Kos_Gabrijela_2018.pdf UN_Kos_Gabrijela_2018.pdf 1 859C5D3E89156505FDE6EEEA3BF70B2A a83c2297e93d34ecb82ebfea5bf611b711ea15c3ac0f3cc93bc3d258c648f11b 2e9e8976-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/2c6e74e4-37f7-4bcf-8443-a247b543b8e8 https://dk.um.si/Dokument.php?lang=slv&id=127478 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0