20.500.12556/DKUM-97646 Socialni marketing na primeru Agencije za varnost prometa in vpliv preventivnih akcij na posameznika Social marketing on the example of the slovenian traffic safety agency and the influence of preventive actions on an individual Spreminjanje človeškega vedenja je eden največjih izzivov današnjega časa, s katerim se srečujejo tako upravljalci blagovnih znamk kot oblikovalci javnih politik in nenazadnje tudi posamezniki sami. Ljudje smo tradicionalno nagnjeni k pasivnemu vedenju, ki temelji na avtomatiziranih odločitvah. Medtem ko je bilo takšno obnašanje povsem zadovoljivo v obdobju stabilnosti, pa danes, v času hitrih sprememb in negotovosti, postaja jasno, da bo za uspešno prilagajanje potrebnih veliko več zavestnih in premišljenih ukrepov. V tem kontekstu socialni marketing predstavlja močno orodje, saj omogoča, da z dobro načrtovanimi kampanjami in akcijami vplivamo na vedenje posameznikov ter prispevamo k želenim spremembam v družbi. Magistrsko delo obravnava socialni marketing kot pomemben dejavnik družbenih sprememb ter njegovo vlogo pri oblikovanju vedenja posameznikov in družbe kot celote. Namen raziskave je preučiti, kako lahko z dobro zasnovanimi preventivnimi kampanjami, zlasti preko družbenih omrežij, vplivamo na ozaveščenost ljudi in prispevamo k spremembam vedenja. Poseben poudarek je namenjen delovanju Agencije za varnost prometa (AVP), njenemu poslanstvu, preventivnim akcijam na področju prometne varnosti v sodelovanju s Policijo. Prav tako smo raziskali najpogosteje uporabljena družbena omrežja, preko katerih organizacije izvajajo preventivne in ozaveščevalne aktivnosti. V raziskovalnem delu naloge smo raziskovali, ali anketiranci poznajo socialni marketing in cilje le-tega, njihovo uporabo družbenih omrežij, spremljanje Agencije za varnost prometa ter zaznano učinkovitost njenih preventivnih akcij. Posebna pozornost je bila namenjena vplivu socialno-marketinškim aktivnostim, kot so preventivne vsebine, vezane na vedenje posameznikov, ter s tem učinkovitosti delovanja Agencije za varnost v prometu. Rezultati empirične raziskave so pokazali, da anketiranci v večini poznajo pojem socialnega marketinga in razumejo njegove cilje. Prav tako se je izkazalo, da je Agencija za varnost prometa med anketiranci dobro prepoznavna. Na podlagi ocenjevanja učinkovitosti preventivnih akcij Agencije za varnost prometa in Policije je bilo ugotovljeno, da preventivne vsebine in aktivnosti pozitivno vplivajo na vedenje posameznikov ter prispevajo k večji prometni varnosti. Analiza odgovorov je pokazala relativno enotna mnenja anketirancev, kar potrjuje zaznano učinkovitost obravnavanih socialno-marketinških metod kot tudi učinkovito delovanje Agencije za varnost prometa v sodelovanju s Policijo. Changing human behavior is one of the greatest challenges of contemporary society, affecting brand managers, policymakers, and, ultimately, individuals themselves. People are traditionally inclined toward passive behavior, guided by automated decision-making. While such behavior was adequate during periods of stability, it has become increasingly clear that, in today’s rapidly changing and uncertain environment, successful adaptation requires much more conscious and deliberate action. In this context, social marketing represents a powerful tool, as it allows carefully planned campaigns and initiatives to influence individual behavior and contribute to desired societal changes. This master’s thesis addresses social marketing as an important factor in societal change and examines its role in shaping the behavior of individuals and society as a whole. The purpose of the research is to explore how well-designed preventive campaigns, particularly through social media platforms, can raise public awareness and promote behavioral change. Special attention is given to the work of the Traffic Safety Agency, its mission, and its preventive road safety initiatives in collaboration with the Police. Additionally, the study examines the most commonly used social media platforms through which organizations implement preventive and awareness-raising activities. The empirical part of the study investigates whether respondents are familiar with social marketing and its objectives, their use of social media, their awareness of the Traffic Safety Agency, and the perceived effectiveness of its preventive actions. Particular emphasis is placed on the impact of social marketing activities, such as preventive content, on individual behavior and, consequently, on the effectiveness of the Traffic Safety Agency. The results show that respondents are generally familiar with the concept of social marketing and understand its objectives. The Traffic Safety Agency is also well recognized among respondents. Evaluation of the effectiveness of preventive actions by the Traffic Safety Agency and the Police indicates that preventive content and initiatives positively influence individual behavior and contribute to improved road safety. The analysis of responses revealed relatively consistent opinions among respondents, confirming the effectiveness of the social marketing methods employed as well as the efficient collaboration between the Traffic Safety Agency and the Police. Socialni marketing Agencija za varnost prometa Policija vpliv na vedenje posameznika preventivne kampanje družbena omrežja Social marketing Traffic Safety Agency Police influence on individual behavior preventive campaigns social media true true false V. Florjančič] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-03-28 13:23:27 2026-05-20 13:24:13 2026-05-21 03:07:50 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13:366 278791683 MAG_Florjancic_Valentina_2026.pdf MAG_Florjancic_Valentina_2026.pdf 1 472717EE2A7C26DC1B7A42EF672D4F7F be40967b80d56563bf3a58df8dadd76ddd25e8078f791b1d5432a7cf63a09941 907a70ea-527d-11f1-9c5f-00155d0001a1 https://dk.um.si/Dokument.php?lang=slv&id=206168 Ekonomsko-poslovna fakulteta 0 0 0