20.500.12556/DKUM-95601 Digitalni marketing mlade glasbenice na omrežju tiktok Digital marketing of a young musician on tiktok Delo z naslovom Digitalni marketing mlade glasbenice na omrežju TikTok preučuje priložnosti mladih glasbenikov na platformi TikTok za pridobitev večje prepoznavnosti, rasti števila in promocijo svojih avtorskih pesmi. Cilj raziskave je analizirati delovanje platforme, različne strategije objavljanja posnetkov ter dejavnike, ki vplivajo na rast profila. V teoretičnem delu so opisane ključne značilnosti marketinga, digitalnega marketinga in družbenih omrežij v glasbeni industriji. Poseben poudarek je namenjen temu, kako lahko glasbeniki na TikToku gradijo svojo osebno blagovno znamko (ang. “brand management“). Predstavljen je tudi primer uspešne promocije albuma Motomami španske izvajalke Rosalíe. III Empirični del temelji na opazovanju novega TikTok profila mlade glasbenice, na katerem so 14 dni redno objavljali posnetke. Analiza zbranih podatkov je pokazala, da so posnetki dolžine med 38 in 45 sekundami, ki so vključevali aktualne trende, hashtage in dopolnilno besedilo, dosegali največjo angažiranost in organski doseg. Daljši ali podvojeni posnetki pa so bili manj učinkoviti. Rezultati potrjujejo hipotezo, da redno in strateško objavljanje prispeva k večjemu številu ogledov, sledilcev ter interakcij. Zaključek izpostavlja, da so za uspeh mladih glasbenikov na TikToku ključni doslednost, ustvarjalnost, izbira priljubljenih vsebin in razumevanje algoritma platforme. Delo se zaključi s praktičnimi smernicami za izboljšanje digitalne samopromocije ter dolgoročne rasti profila na platformi. The work entitled Digital marketing of a young musician on TikTok examines the opportunities for young musicians on the TikTok platform to gain greater recognition, grow followers, and promote their original songs. The aim of the research is to analyze the platform's operation, different strategies for publishing clips, and factors that influence profile growth. The theoretical part describes the key characteristics of marketing, digital marketing, and social networks in the music industry. Special emphasis is placed on how musicians can build their personal brand on TikTok. An example of the successful promotion of the Motomami album by Spanish artist Rosalía is presented. The empirical part is based on observing a new TikTok profile of a young musician who regularly posted content for 14 days. Analysis of the collected data showed that clips between 38 and 45 seconds long, which included current trends, hashtags, and supplementary text, achieved the highest engagement and organic reach. Longer or V duplicate clips were less effective. The results support the hypothesis that regular and strategic posting contributes to a higher number of views, followers, and interactions. The conclusion highlights that consistency, creativity, the selection of popular content, and understanding of the platform’s algorithm are key for young musicians on TikTok. The paper concludes with practical guidelines for improving digital self-promotion and long-term profile growth on the platform. marketing digitalni marketing TikTok mladi glasbenik samopromocija marketing digital marketing TikTok young musician self-promotion true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-09-30 12:25:17 2025-12-24 10:00:16 2025-12-25 03:11:01 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 262877699 UN_Marolt_Anja_2025.pdf UN_Marolt_Anja_2025.pdf 1 5E2250DBA4E1BCA61B9376BE28418B6F 2283bc9b63572d4f92a3a14190c168a620f9a25f9cd6c59dc9c22e41e37db425 c9291ff8-9de8-11f0-99e2-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=199399 Fakulteta za organizacijske vede 0 0 0