20.500.12556/DKUM-89843 Vpliv viralnega oglaševanja na uporabo digitalnega izdelka The Impact of Viral Advertising on the Use of a Digital Product Diplomski projekt obravnava vpliv viralnega oglaševanja na uporabo digitalnega izdelka, s posebnim poudarkom na primeru aplikacije Spotify v Indoneziji. Viralno oglaševanje izkorišča družbena omrežja za širjenje informacij o izdelku, pri čemer spodbuja uporabnike, da te informacije delijo naprej. V našem primeru se osredotočamo na digitalne izdelke, ki so neopredmetena oziroma nematerialna dobrina, obstoječa v digitalni obliki. V diplomskem projektu je predstavljen celoten razvojni cikel digitalnih izdelkov, ki vključuje faze zasnove, oblikovanja in razvoja, ter rast izdelka na trgu. Razvoj digitalnih izdelkov je ključnega pomena za uspešno uvajanje na trg, pri čemer so ključne lastnosti digitalnih izdelkov njihova neuničljivost, spremenljivost in ponovljivost. Analiza lastnosti in tržnih strategij je omogočila globlji vpogled v kompleksnost digitalnih izdelkov in njihovo uspešnost. Digitalno oglaševanje, še posebej viralno oglaševanje, je izpostavljeno kot pomembno orodje za povečanje prepoznavnosti in pospeševanje uporabe digitalnih izdelkov. Uporabljena študija analizira, kako različne dimenzije viralnega oglaševanja - informiranost, zabava, draženje in verodostojnost vira - vplivajo na namero uporabe digitalnega izdelka. S kvantitativno metodo in analizo podatkov je bilo ugotovljeno, da zabava, draženje in verodostojnost vira pomembno vplivajo na namero uporabe Spotifyja, medtem ko informiranost nima pomembnega vpliva. The diploma project examines the impact of viral advertising on the use of a digital product, with a specific focus on the case of the Spotify application in Indonesia. Viral advertising leverages social networks to spread information about a product, encouraging users to share this information further. In our case, we focus on digital products, which are intangible goods existing in digital form. The diploma project presents the entire development cycle of digital products, including the phases of conception, design, and development, as well as the growth of the product in the market. The development of digital products is crucial for successful market introduction, where the key characteristics of digital products are their indestructibility, variability, and replicability. The analysis of characteristics and market strategies provided a deeper insight into the complexity of digital products and their market success. Digital advertising, especially viral advertising, is highlighted as an important tool for increasing the recognition and promoting the use of digital products. The study analyses how different dimensions of viral advertising – informativeness, entertainment, irritation, and source credibility – influence the intention to use a digital product. Using quantitative methods and data analysis, it was found that entertainment, irritation, and source credibility significantly impact the intention to use Spotify, while informativeness does not have a significant impact. viralno oglaševanje digitalni izdelki oglaševanje digitalno oglaševanje viral advertising digital products advertising digital advertising true true false J. Paveo Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2024-08-14 10:22:58 2024-09-27 12:55:42 2024-09-28 03:21:50 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 209271043 UN_Paveo_Jan_2024.pdf UN_Paveo_Jan_2024.pdf 1 AE926B232860B659C63CF5AF1D3763D4 eaf5363808a875e1784658781a3da69d7c4792a08d229c48b93445db20a351b5 d393b09d-6a9b-11ef-b7ab-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=184336 Ekonomsko-poslovna fakulteta 0 0 0