UPORABA DRUŽBENIH OMREŽIJ V MARKETINŠKEM KOMUNICIRANJU

Bučar, Karmen

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Title:	UPORABA DRUŽBENIH OMREŽIJ V MARKETINŠKEM KOMUNICIRANJU
Authors:	ID Bučar, Karmen (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	VS_Bucar_Karmen_2016.pdf (1,22 MB) MD5: 7D9162FFBFF5E65C467837A16B8EDC9A
Language:	Slovenian
Work type:	Undergraduate thesis
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Izjemen razmah družbenih omrežij in strma rast števila uporabnikov ključno vplivata na spremembe v načinih marketinškega komuniciranja. Zaradi hitrega razvoja družbenih omrežij prihaja tudi do hitrih sprememb pri njihovi uporabi v marketinškem komuniciranju. Po eni strani nastajajo nova omrežja, po drugi strani pa obstoječa pridobivajo vedno nove funkcionalnosti, tudi zaradi težnje po monetizaciji. Pri načrtovanju marketinškega komuniciranja prek družbenih omrežij je treba upoštevati izhodišča, ki skladno z želenimi komunikacijskimi cilji pogojujejo formo in vsebino sporočil in objav. Med drugim je pomembno tudi dejstvo, da že okoli 80 in več odstotkov uporabnikov dostopa do teh omrežij prek mobilnih naprav. Zaradi velikega števila družbenih omrežij je bolj učinkovito izbrati nekaj platform, na katerih bo organizacija prisotna in bo na njih proaktivno delovala. Izbor je odvisen od osebnosti blagovne znamke, komunikacijskih ciljev, ciljne skupine in poznavanja vedenja porabnikov. V diplomskem delu smo opravili teoretični pregled uporabe družbenih omrežij za marketinško komuniciranje in izpostavili reprezentativne praktične primere uporabe.
Keywords:	družbena omrežja, marketinško komuniciranje, spremembe
Place of publishing:	Maribor
Publisher:	[K. Bučar]
Year of publishing:	2016
PID:	20.500.12556/DKUM-58797
UDC:	659.3
COBISS.SI-ID:	12356892
NUK URN:	URN:SI:UM:DK:UO2A8CT2
Publication date in DKUM:	24.06.2016
Views:	2005
Downloads:	221
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	THE USE OF SOCIAL MEDIA IN MARKETING COMMUNICATION
Abstract:	An exceptional expansion of social media and a rapid growth of the number of their users substantially affect changes in the methods of marketing communication. Rapid development of social media leads to fast changes in their use in marketing communication. On one hand, new socia media platforms are being created, whereas on the other hand, the existing platforms gain new functionalities, also due to the trend of monetisation. When planning marketing communication via social media, basic points should be considered which in accordance with the desired communication objectives determine the form and the content of messages and announcements. A fact which is also important among other things is that about 80 percent or more users access these networks through mobile devices. Due to a large number of social media platforms, it is more efficient to choose a few platforms on which the organisation will be present and proactive. Such selection depends on the personality of a brand name, communication objectives, target group and on the understanding of consumer behaviour. In the thesis we carried out a theoretical review of the use of social media for marketing communication and we highlighted the representative practical examples of use.
Keywords:	social media, marketing communication, changes

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