20.500.12556/DKUM-85885 Instagram in Tiktok kot orodji marketinškega komuniciranja blagovnih znamk z ženskimi športnimi oblačili Instagram and Tiktok as marketing communication tools for women's sportswear brands Družbeni omrežji Instagram in TIkTok sta v zadnjih nekaj letih, zaradi vse večje digitalizacije sveta, postali nadvse priljubljeni in vse pogosteje uporabljeni spletni platformi. Ker je število dnevnih aktivnih uporabnikov iz dneva v dan naraščalo so podjetja in blagovne znamke pričele opažati izjemen potencial v uporabnosti Instagram-a in TikTok-a tudi za poslovne namene – med drugimi dokaj enostaven in učinkovit način doseganja željene ciljne skupine z minimalnimi finančnimi vložki, možnost aktivnega spremljanja odzivov, potreb ter želja posameznikov in posameznic, prilagajanje vsebin glede na demografske dejavnike ciljnih skupin itd. V okviru našega magistrskega dela smo se skladno z izbrano tematiko poglobili v svet ženskih športnih oblačil in skozi teoretični in praktični del raziskali uporabnost Instagram-a in TikTok-a kot orodji marketinškega komuniciranja blagovnih znamk z ženskimi športnimi oblačili. V teoretičnem delu smo najprej predstavili temeljna izhodišča in pojme, nato pa smo se v osrednjem delu osredotočili na podrobno predstavitev, opredelitev in analizo posamičnega družbenega omrežja, kjer smo definirali prednosti in slabosti ter navedli in opisali različne načine, ki jih blagovne znamke z ženskimi športnimi oblačili lahko izkoristijo za namene učinkovitega marketinškega komuniciranja z izbrano ciljno skupino. Z namenom pridobitve resničnih in verodostojnih informacij iz prakse smo tekom zaključnega dela oblikovali tudi strukturiran anketi vprašalnik, s pomočjo katerega smo v prvi vrsti podkrepili teoretični del, in nadalje, na podlagi prejetih rezultatov potrdili oz. zavrnili zastavljene hipoteze. The social networks Instagram and TikTok have become increasingly popular and increasingly used online platforms in recent years, thanks to the growing digitalization of the world. As the number of daily active users continued to rise, businesses and brands began to recognize the remarkable potential of using Instagram and TikTok for business purposes – Among other advantages, they offer a relatively simple and effective way to reach the desired target audience with minimal financial investments, the ability to actively monitor individual responses, needs, and desires, and content customization based on demographic factors of target groups, and more and more. Within the scope of our master's thesis, we delved into the world of women's sportswear and explored the utility of Instagram and TikTok as tools for marketing communication for brands specializing in women's sportswear. In the theoretical part, we first introduced fundamental concepts and principles, and then in the central section, we focused on a detailed presentation and analysis of each social network. We defined their strengths and weaknesses, and provided descriptions of various methods that brands specializing in women's sportswear can utilize for effective marketing communication with their chosen target audience. To obtain authentic and credible information from practical experience, we designed a structured questionnaire, which we used to support the theoretical portion and, subsequently, to confirm or refute the formulated hypotheses based on the received results. blagovne znamke ženska športna oblačila marketinško komuniciranje Instagram TikTok Social Media Marketing. brands women's sportswear marketing communications Instagram TikTok Social Media Marketing. true true false L. Kukovec Slovenski jezik Angleški jezik Magistrsko delo/naloga 2023-09-17 22:41:33 2023-10-26 15:12:06 2023-10-27 03:12:50 0000-00-00 00:00:00 2023 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3:004.738.5 170093059 MAG_Kukovec_Lea_2023.pdf MAG_Kukovec_Lea_2023.pdf 1 878B04FB03515CAEFBFC43D4FF765194 4827e9e77d32da02685e89b266c866755bf5d4a0bbc975844e3193944015d6bc a354a33e-620d-11ee-b28b-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=173261 Ekonomsko-poslovna fakulteta 0 0 0