20.500.12556/DKUM-79072 Analiza uporabe družbenih omrežij v mednarodnem trženjskem komuniciranju podjetij iz živilske industrije The analysis of the use of social networks in international marketing communication of companies in food industry Dandanes so družbena omrežja postala del našega vsakdana. Popularnost družbenih omrežij raste, zato se podjetja vse pogosteje poslužujejo uporabe le-teh za komuniciranje s kupci. Oglaševanje in komunikacija prek družbenih omrežij sta velikega pomena, saj lahko vplivata na zaznave obstoječih in potencialnih kupcev. Pomembno je, da so objave zanimive in primerne izbrani ciljni skupini. Hkrati je pomembno tudi spremljanje rezultatov in odzivov na oglaševanje in ga po potrebi spremeniti ali prilagoditi. Mnoga družbena omrežja imajo posebna orodja, ki podjetjem omogočajo lažje trženje. Diplomski projekt je razdeljen na teoretični in empirični del. V teoretičnem delu so predstavljeni glavni pojmi diplomskega projekta, kot npr. mednarodno trženjsko komuniciranje in instrumenti, ki jih pri mednarodnem trženjskem komuniciranju uporabljamo, kot na primer komunikacijski splet, oglaševanje, pospeševanje prodaje, stik z javnostmi, neposredno in elektronsko trženje ter osebna prodaja. Pomemben pojem diplomskega projekta je tudi digitalno trženjsko komuniciranje, njegove prednosti in slabosti ter družbena omrežja, kot orodja tovrstnega komuniciranja. V empiričnem delu je predstavljena analiza uporabe družbenih omrežij Facebook in Instagram za štiri izbrana podjetja živilske industrije. Nowadays, social networks have become a part of our everyday lives. The popularity of social networks is growing, which is why companies are increasingly using them to communicate with customers. Advertising and communication through social networks are of great importance as they can influence the perceptions of existing and potential customers. It is important that the posts are interesting and appropriate for the selected target group. At the same time, it is important to monitor the results and responses to advertising and to change or adapt it if necessary. Many social networks have special tools that make it easier for companies to market. The diploma project is divided into theoretical and empirical part. The theoretical part presents the main concepts of the diploma project, such as. international marketing communication and the instruments we use in international marketing communication, such as the communication web, advertising, sales promotion, public relations, direct and electronic marketing, and personal selling. An important concept of the diploma project is also digital marketing communication, its advantages and disadvantages, and social networks as tools for such communication. The empirical part presents an analysis of the use of the social networks Facebook and Instagram for four selected companies in the food industry. mednarodno trženjsko komuniciranje digitalno trženjsko komuniciranje družbena omrežja stiki z javnostmi pospeševanje prodaje international marketing communication digital marketing communication social networks public relations sales promotion true true false L. Gačnik Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2021-04-27 16:05:27 2021-09-07 11:08:17 2022-08-09 20:06:31 0000-00-00 00:00:00 2021 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.5:004.738.5 75468291 UN_Gacnik_Lana_2021.pdf UN_Gacnik_Lana_2021.pdf 1 B60D2347CF049BCF36B61D7A55AE9E44 26ad09ef007c9bc738db33f88e8670e114c8e3d4e0ce0e5eaf1a06776283ebee 0d707ff0-c17b-11eb-bcb7-00155d581298 20.500.12556/dkum/516feb60-1611-47ce-95fc-274c6f90ffa4 https://dk.um.si/Dokument.php?lang=slv&id=150452 Ekonomsko-poslovna fakulteta 0 0 0