20.500.12556/DKUM-95520 Učinkovitost Instagram strategije Plezalnega centra Slovenska Bistrica magistrsko delo Effectiveness of the Instagram strategy of the Climbing Center Slovenska Bistrica V kontekstu športnorekreacijskih organizacij so družbena omrežja ključen in stroškovno učinkovit kanal za promocijo ponudbe ter vzpostavljanje odnosov z občinstvom, pri čemer Instagram izstopa kot osrednji kanal dosega. V tem okviru je bilo proučeno, kako različne vrste vsebin na poslovnem profilu Plezalnega centra Slovenska Bistrica prispevajo h ključnim kazalnikom uspešnosti (stopnja vključenosti in rast profila). Proučene so bile klasične objave, kratki video posnetki in zgodbe ter njihov vpliv na stopnjo vključenosti uporabnikov in rast profila. Podatki so bili zbrani po platformi Meta Business Suite ter Instagram Insights in obdelani z opisno ter primerjalno analizo. V empiričnem delu so bile primerjane najuspešnejše in najmanj uspešne objave. Dobljeni rezultati omogočajo boljše razumevanje učinkovitosti digitalnih vsebin v kontekstu športnorekreacijskih organizacij. In the context of sports and recreation organizations, social networks are an integrated and cost-effective channel for promoting services and establishing relationships with the public, with Instagram standing out as the central channel of reach. In this context, it was examined how different types of content on the business profile of the Slovenska Bistrica Climbing Center contribute to the key performance indicators (engagement rate and profile growth). Posts, reels and stories were examined for their impact on the level of user engagement and profile growth. Data were collected via the Meta Business Suite platform and Instagram Insights and processed with descriptive and comparative analysis. In the empirical part, the most successful and least successful posts were compared. The results obtained provide a better understanding of the effectiveness of digital content in the context of sports and recreation organizations. Instagram stopnja vključenosti kratki video posnetki zgodbe klasične objave Instagram engagement rate reels stories posts true true false [G. Kobale] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-09-23 19:39:21 2025-10-22 13:10:27 2025-11-06 03:08:15 0000-00-00 00:00:00 2025 0 Maribor 0 Maribor 1 spletni vir (1 datoteka PDF (IX, 67str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 077.5(043.2) 255985155 MAG_Kobale_Gasper_2025.pdf MAG_Kobale_Gasper_2025.pdf 1 FD7C9B2A434E8A27295E0F24492FE6E5 5b4a7ee029f91c6d9f7ef5be3c649ef57d883e7957d301234c19c0915dec717b d27b119d-9e93-11f0-823e-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=199431 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0