20.500.12556/DKUM-79108 Uporaba družbenih omrežij za namene marketinškega komuniciranja v mikro podjetjih Use of social media for marketing communication in microenterprises V magistrskem delu raziskujemo vlogo in pomen marketinškega komuniciranja na družbenih omrežjih za mikro podjetja. Delo smo razdelili na dva dela, teoretični in empirični del. V prvem delu bomo opredelili pojma marketing in marketinško komuniciranje. Razložili bomo, kaj so mikro podjetja, našteli njihove značilnosti in tudi družbena omrežja. Zanimala nas bo njihova opredelitev in marketinško komuniciranje na družbenih omrežjih za mikro podjetja ter kakšne so prednosti in slabosti uporabe družbenih omrežij za namene marketinškega komuniciranja. Težko si predstavljamo dan, preživet brez mobilnega telefona, računalnika ali katere koli druge pametne naprave, ki nam omogoča hitro povezavo do interneta. Spletna orodja ponujajo podjetjem, da na lahek in cenovno ugoden način zadovoljujejo svoje potencialne in obstoječe stranke. V drugem delu smo izvedli kvantitativno raziskavo, kjer smo uporabili metodo zbiranja podatkov in metodo obdelave podatkov. Zbrane podatke smo obdelali in izdelali statistično analizo ter prišli do zanimivih ugotovitev. Ena od njih je ta, da mikro podjetja večinoma nimajo posebej zaposlenega, ki bi se ukvarjal samo z marketinškim komuniciranjem na družbenih omrežjih. To komuniciranje največkrat opravlja kar direktor/direktorica oziroma lastnik/lastnica podjetja, ki velikokrat nima ustrezne strokovne izobrazbe na tem področju. Več kot polovica vprašanih mikro podjetij za marketinško komuniciranje na spletu še vedno najpogosteje uporablja družbeno omrežje Facebook in ne Instagram ali katero od ostalih. In this master's thesis we will research the role and meaning of marketing communication on social networks for microenterprises. We devided the thesis in two parts: theoretical and empirical. In the first part we will defice what is marketing and marketing communication. We will also explain who are microenterprises, tell their advantages and disadvantages. Also what are the advantages of using social networks for purposes of marketing communications. Today it's impossible to imagine spending a day without our mobile phone, computer or other smart devices. It is important that these smart devices connects us to the internet. Online tools are for companies an easy and cheaper way to consequently satisfy their existing and potential clients. In this master's degree we checked the usage of social networks for purposes of marketing communication in microenterprises. In the empirical part we carried out a quantitative research. We use a method of collecting data and a method of analysing this data. We got some interesting findings from our statistics analysis that has been done for purposes of the thesis. Microenterprises do not have an employee that would just take care of online marketing communication. Usually this task is done by the director or owner of the company and he does not have a formal education from this field. More than half of the interviewed companies mostly still use Facebook as their main social network for marketing communication online and not Instagram or any other as we presumed at the beginning. mikro podjetja marketinško komuniciranje družbena omrežja Facebook microenterprises marketing communication social networks Facebook true true false [T. Krajnc] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2021-05-06 16:59:14 2021-09-01 09:09:29 2022-08-09 20:09:07 0000-00-00 00:00:00 2021 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3:004.738.5 74762243 MAG_Krajnc_Tina_2021.pdf MAG_Krajnc_Tina_2021.pdf 1 673F4DEBBECB7031947FA8EADFF4AD98 45b84ebf5660e5fa1219e5b5d9d36fd8925e1b125b000b66d2aae5670e3b0cfe 043bde03-cd0d-11eb-9607-00155d581298 20.500.12556/dkum/89f26253-f582-418c-9b7f-6f285c310139 https://dk.um.si/Dokument.php?lang=slv&id=150731 Ekonomsko-poslovna fakulteta 0 0 0