UPORABA DRUŽBENIH MEDIJEV NA PODROČJU MARKETINŠKEGA KOMUNICIRANJA MED ORGANIZACIJAMI (B2B)

Krivec, Damjana

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Title:	UPORABA DRUŽBENIH MEDIJEV NA PODROČJU MARKETINŠKEGA KOMUNICIRANJA MED ORGANIZACIJAMI (B2B)
Authors:	ID Krivec, Damjana (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Krivec_Damjana_2013.pdf (1,30 MB) MD5: 6C1EAF1D7AD7E43EAA7710FBD40FCA7C
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V magistrskem delu smo obravnavali uporabo družbenih medijev na področju marketinškega komuniciranja B2B-podjetij. Najprej smo proučili definicije in tehnične podlage za uporabo družbenih medijev, saj so ti na področju komuniciranja med podjetji še dokaj mlado področje. V nadaljevanju smo podrobneje proučili možnosti uporabe družbenih medijev v podjetjih ter pozitivne in negativne učinke, ki jih družbeni mediji lahko prinašajo podjetjem, ki se odločijo za njihovo uporabo. Zanimalo nas je, ali drži, da naj bi bili družbeni mediji primerni predvsem za B2C-podjetja, ali pa so vendarle primerni tudi za B2B-podjetja. Raziskali smo tudi, kako naj se B2B-podjetja lotijo uvedbe družbenih medijev v podjetje in katerih pravil se morajo pri komuniciranju prek njih držati, da bi bila pri svojem delu uspešna. V raziskavi smo ugotovili, da lahko načrtovana in premišljena komunikacija prek družbenih medijev podjetjem prinese številne pozitivne vplive. Prav tako se je izkazalo, da so lahko B2B-podjetja pri svoji komunikaciji prek družbenih medijev vsaj tako uspešna kot B2C-podjetja. Za uspeh so ključnega pomena jasno zastavljeni cilji, strategije in izvedba marketinškega komuniciranja prek družbenih medijev v skladu z zastavljenimi strategijami.
Keywords:	družbeni mediji, marketinško komuniciranje, splet 2.0, družbene mreže
Place of publishing:	Maribor
Publisher:	[D. Krivec]
Year of publishing:	2013
PID:	20.500.12556/DKUM-41602
UDC:	659.3
COBISS.SI-ID:	11516956
NUK URN:	URN:SI:UM:DK:GG6DXR50
Publication date in DKUM:	21.10.2013
Views:	2646
Downloads:	255
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Social media usage in the field of marketing communication between organisations (B2B)
Abstract:	In the master's thesis, we have dealt with social media at the area of marketing communication between companies (B2B). First, we have studied the definitions and technical basis for social media usage, because this is a rather young area at the area of communication among companies. Further, we have examined possibilities of using social media in companies in details and positive and negative effects that social media could bring to companies, which decide for their usage. We have wanted to find out if it is true that social media should be more appropriate especially for B2C companies or if they are also appropriate for B2B companies. We have researched how B2B companies should deal with the introduction of social media in companies and which are the rules that they have to follow to be successful at their work. We have found out in the research that planned and deliberate communication through social media brings numerous positive influences to companies. We have also found out that B2B companies can be at least as successful with their communication through social media as B2C companies can. Clearly stated goals, strategies and execution of the marketing communication through social media in connection with the worked-out strategies are of key importance for success.
Keywords:	social media, marketing communication, web 2.0, social networks

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