20.500.12556/DKUM-94111 Digitalno oglaševanje avtomobilskih luksuznih znamk Digital advertising of luxury car brands Diplomsko delo obravnava digitalno oglaševanje avtomobilskih luksuznih znamk v sodobnem, hitro spreminjajočem se okolju. Njegov cilj je preseči zgolj prodajo in se osredotočiti na krepitev ekskluzivne podobe blagovnih znamk ter vzpostavljanje globljih povezav s premožnimi kupci, ki pričakujejo vrhunsko izkušnjo. Trg luksuznih avtomobilov je izjemno konkurenčen, kar otežuje izstopanje in doseganje specifične ciljne skupine, saj digitalno okolje nenehno prinaša nove trende in izzive. Namen dela je predstaviti nujnost digitalnega oglaševanja za luksuzne avtomobilske znamke, ki omogoča učinkovito ciljanje, personalizacijo, globalni doseg in emocionalno povezavo s potrošniki. Trg luksuznih avtomobilov zaznamujejo visoka cena, inovativnost, močna blagovna znamka, personalizacija in izjemna uporabniška izkušnja, vse bolj pa tudi trajnost in vpliv digitalizacije. Potrošniško vedenje je kompleksno, saj kupci iščejo tako status kot funkcionalnost. Družbena omrežja so ključna za digitalno oglaševanje, saj omogočajo ciljanje, izgradnjo blagovne znamke, angažiranje in spodbujanje prodaje. Umetna inteligenca pa postaja nepogrešljivo orodje za preoblikovanje interakcij s strankami, saj omogoča pomoč v realnem času in personalizirane izkušnje. Skratka, digitalno oglaševanje je za luksuzne avtomobilske znamke nujno za ohranjanje konkurenčnosti in povezovanje z razvijajočimi se aspiracijami potrošnikov. The thesis deals with digital advertising of luxury car brands in a modern, rapidly changing environment. Its goal is to go beyond mere sales and focus on strengthening the exclusive image of brands and establishing deeper connections with wealthy buyers who expect a premium experience. The luxury car market is extremely competitive, which makes it difficult to stand out and reach a specific target group, as the digital environment constantly brings new trends and challenges. The purpose of the thesis is to present the necessity of digital advertising for luxury car brands, which enables effective targeting, personalization, global reach and emotional connection with consumers. The luxury car market is characterized by high price, innovation, strong brand, personalization and exceptional user experience, and increasingly also the sustainability and impact of digitalization. Consumer behavior is complex, as buyers seek both status and functionality. Social networks are key to digital advertising, as they enable targeting, brand building, engagement and sales promotion. As AI becomes an indispensable tool for transforming customer interactions, enabling real-time assistance and personalized experiences, digital advertising is essential for luxury car brands to remain competitive and connect with evolving consumer aspirations. digitalno oglaševanje avtomobilske luksuzne znamke družbena omrežja umetna inteligenca potrošniško vedenje. digital advertising luxury car brands social networks artificial intelligence consumer behavior. true true false K. Kovač] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-08-03 11:58:05 2025-09-25 14:06:00 2025-09-26 03:13:47 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1:004 250450947 UN_Kovac_Katarina_2025.pdf UN_Kovac_Katarina_2025.pdf 1 24B87461990C2E9CF00E7D16933479D5 975db2b407ecb91dcb0d1b550b18877b1dea34280fb2e60320670a03c9b6e7c1 29d033a7-8e5a-11f0-9a68-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=198144 Ekonomsko-poslovna fakulteta 0 0 0