20.500.12556/DKUM-82389 Učinki oglaševanja na družabnih omrežjih v športnih klubih: analiza primera Social networks advertising in sports clubs: a case analysis Dandanes več kot polovica svetovnega prebivalstva uporablja družabna omrežja, ta številka se bo z leti le še povečevala. To nam pove, kako pomembna so družabna omrežja v našem življenju. Za oglaševalce to pomeni veliko priložnost, predvsem zaradi podrobnega ciljanja svojih ciljnih skupin, to pa izloči nepotrebno potrošnjo za skupine ljudi, ki jih izdelek ali storitev ne zanima. Družabna omrežja prav tako ponujajo možnost enostavnega pregleda v statistiko oglasov, katera je težko dosegljiva pri tradicionalnih metodah oglaševanja. V prvem delu diplomskega dela smo najprej opredelili oglaševanje, pojasnili kako deluje in zakaj je pomembno. Predstavili smo tradicionalno kot tudi digitalno oglaševanje in njune slabosti oziroma prednosti ter različne vrste oglaševanja. Poglavje smo zaključili s primerjavo tradicionalnega in digitalnega oglaševanja. Nato smo se lotili družabnih omrežij, kjer smo pojasnili kaj so, njihovo zgodovino in različne tipe. Pojasnili smo kako delujejo družabna omrežja ter prikazali skupne dele vsem omrežjem. Analizirali smo njihove prednosti in slabosti ter z grafom prikazali priljubljena družabna omrežja, nekaj od njih smo jih tudi opisali. Na koncu poglavja smo se lotili analize raziskave o uporabnosti družabnih omrežij v Sloveniji. V drugem delu smo najprej predstavili športni klub, katerega oglase smo na koncu diplomskega dela analizirali. Postavili smo se v vlogo oglaševalca in objavili oglase na Facebooku in Instagramu. Ugotovili smo, da se v času objavljenega oglasa zelo poveča obisk spletnih strani družabnih omrežij, prav tako se poveča število prejetih sporočil strank, z interesom pričetka treniranja. Today, more than half of the world's population uses social networks, which is only set to rise over the years. This tells us how important social networks are in our lives. For advertisers, this represents a huge opportunity, especially as it allows them to target their audiences in detail, eliminating the unnecessary spending on groups of people who are not interested in the product or service. Social networks also offer the possibility to easily view ad statistics, which is difficult to access with traditional advertising methods. In the first part of the thesis, we defined advertising, explained how it works and why it is important. We have presented and compared traditional and digital advertising, their advantages and disadvantages, as well as different advertising approaches. We then turned to social networks, explaining what they are, their history and the different types. We explained how social networks work and identified the common parts that all networks share. We have analysed their strengths and weaknesses and charted the most popular social networks, describing some of them. At the end of the chapter, we analysed a survey on the use of social networks in Slovenia. In the second part, we examined a social network advertising case. First, we introduced the sports club whose advertisements we analysed at. We took on the role of an advertiser, examining the process and results of posting ads on Facebook and Instagram. We have found that the processes are highly standardised and positively affect the number of visits to social networking sites and the number of messages received from customers interested in starting training. družabna omrežja oglaševanje športni klub Facebook Instagram. social networks advertising sports club Facebook Instagram. true true false Ž. Korpar Slovenski jezik Angleški jezik Diplomsko delo/naloga 2022-08-18 09:35:17 2022-10-17 09:18:32 2022-10-18 03:12:41 0000-00-00 00:00:00 2022 0 [Maribor] 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1:004.738.5 125812995 UN_Korpar_Ziga_2022.pdf UN_Korpar_Ziga_2022.pdf 1 8C4126F1F04DAE823CE46654F222F6E7 c5fd0b2ff6efc0b9b94ef794c4f33598473b845f1f56bfd004a357535ebb096c 69bfdcc0-2ce7-11ed-8944-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=161722 Ekonomsko-poslovna fakulteta 0 0 0