Instagram kot orodje mednarodnega trženjskega komuniciranja podjetij

Pernek, Lara

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Title:	Instagram kot orodje mednarodnega trženjskega komuniciranja podjetij
Authors:	ID Pernek, Lara (Author) ID Korez Vide, Romana (Mentor) More about this mentor...
Files:	UN_Pernek_Lara_2019.pdf (936,29 KB) MD5: FA759BB74BA64235733B8E3E082F0B0A PID: 20.500.12556/dkum/48bc5c3b-b694-45d5-8357-620cdf9558df
Language:	Slovenian
Work type:	Diploma project paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Danes predstavlja svetovni splet temeljni vir informacij, družbena omrežja pa so že povsem ustaljen del naše realnosti. Zaradi večanja popularnosti družbenih omrežij se veča tudi zanimanje podjetij, da preko njih predstavljajo svoje storitve, izdelke in dejavnosti ter vzpostavljajo komunikacijo s kupci. Izjemna priljubljenost družbenih omrežij predstavlja za številna podjetja inovativno orodje in nov način povezovanja s strankami. Podjetja lahko z ustrezno uporabo marketinškega znanja vplivajo na zaznavanje potencialnih in obstoječih kupcev ter z njihovim odnosom do blagovne znamke povečujejo prodajo. Družbeno omrežje Instagram postaja po Sloveniji in po svetu eno najbolj priljubljenih, ki lahko s pravilnimi pristopi in metodami močno vpliva na poslovanje podjetja. Znan je po izjemno aktivnih uporabnikih in svoji hitri rasti. Diplomski projekt je razdeljen na teoretični in empirični del. V teoretičnem delu so predstavljeni glavni pojmi diplomskega projekta, to so globalizacija in mednarodno trženje podjetij, pojem in pomen mednarodnega trženjskega komuniciranja podjetij, pomen digitalnega trženja in vloga družbenih omrežij ter Instagram kot orodje mednarodnega trženjskega komuniciranja podjetij. Posvetili smo se osnovnim značilnostim Instagrama in možnostim oglaševanja na njem. Empirični del obsega analizo, kako slovenska in tuja podjetja izkoristijo Instagram kot priložnost za oglaševanje in kako komunicirajo z obstoječimi in potencialnimi odjemalci.
Keywords:	globalizacija, Instagram, mednarodno trženje, družbena omrežja, mednarodno komuniciranje
Place of publishing:	Maribor
Publisher:	[L. Pernek]
Year of publishing:	2019
PID:	20.500.12556/DKUM-73759
UDC:	339.5
COBISS.SI-ID:	13476636
NUK URN:	URN:SI:UM:DK:V1CFPI0E
Publication date in DKUM:	05.12.2019
Views:	2428
Downloads:	522
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	11.06.2019

Secondary language

Language:	English
Title:	Instagram as a tool for companies' international marketing communication
Abstract:	Today, the World Wide Web is a fundamental source of information and social networks are already an integral part of our reality. Due to the increasing popularity of social networks, the companies are interested to present their services, products and activities throughout social networks. Furthermore, companies use social networks to establish communication with their customers. The increasing popularity of said networks represents an innovative tool for connecting with customers for many companies. By using the marketing knowledge, companies can influence the perception of potential and existing customers and increase their sales. Instagram is becoming one of the most popular social networks in Slovenia and around the world. It is known for its active users and rapid growth. Using proper approaches and methods, companies can increase its business through Instagram. The diploma thesis is divided into a theoretical and empirical part. In the theoretical part, the main concepts of the diploma thesis are presented, such as globalization and international marketing of companies, the concept and importance of international marketing communication of companies, the importance of digital marketing, the influence of social networks and the role of Instagram as a tool for international marketing communication of companies. The basic features of Instagram and the possibilities of advertising on it are presented in the diploma thesis as well. The empirical part includes an analysis of how Slovenian and foreign companies use Instagram as an opportunity for advertising and how they communicate with existing and potential customers.
Keywords:	globalization, Instagram, international marketing, social network, international communication

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