20.500.12556/DKUM-91668 Oglaševanje ženskih oblačil na družbenih omrežjih Advertising women's clothing on social networks Oglaševanje ženskih oblačil je doživelo pomembne spremembe, saj so družbena omrežja postala ključni kanal za dosego ciljnih odjemalcev. Prehod iz tradicionalnih oblik oglaševanja, kot so tiskani mediji in televizija, na digitalna orodja je omogočil bolj neposreden stik z uporabniki. V diplomskem delu smo preučili oglaševanje ženskih oblačil na družbenih omrežjih, s poudarkom na primerjavi oglasov na platformah TikTok, Instagram in Facebook. Osredotočili smo se na število všečkov, ki jih prejmejo oglasi ženskih oblačil. Rezultati so pokazali, da oglasi na TikToku prejemajo največ všečkov, kar je posledica večje naklonjenosti uporabnikov kreativnim video vsebinam. Instagram sledi TikToku, saj je bolj usmerjen v vizualno privlačne vsebine, ki so primerne za modne oglase, medtem ko so oglasi na Facebooku, prejeli najmanjše število všečkov. Ugotovitve nakazujejo, da je za uspešno oglaševanje ženskih oblačil ključna izbira platforme, ki poudarja ustvarjalnost in pritegne pozornost odjemalcev. Advertising women's clothing on social networks has undergone significant changes as social media has become a key channel for reaching target audiences. The transition from traditional forms of advertising, such as print media and television, to digital tools enabled more direct contact with users. In the thesis, we studied the advertising of women's clothing on social networks, with an emphasis on the comparison of advertisements on the platforms TikTok, Instagram and Facebook. We focused on analyzing the number of likes women's clothing ads received. The results showed that ads on TikTok receive the most likes, which is due to the greater preference of users for creative video content. Instagram follows TikTok as it focuses more on visually appealing content suitable for fashion ads, while Facebook ads received the least number of likes. The findings suggest that the key to successful advertising of women's clothing is the choice of a platform that emphasizes creativity and attracts the attention of consumers. Družbena omrežja ženska oblačila oglaševanje Instagram video Social networks women's clothing advertising Instagram video true true false T. Zajc Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-01-24 17:15:38 2025-03-20 12:41:27 2025-03-21 03:10:49 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 229683459 UN_Zajc_Tjasa_2025.pdf UN_Zajc_Tjasa_2025.pdf 1 06E1C06C5C545628DE476A697A71E805 316f3f8592b74efff16777c8531e2acdadc4cc52771e212941feac94f00662ce c31dda70-f3a1-11ef-a858-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=188825 Ekonomsko-poslovna fakulteta 0 0 0