Analiza uporabe družbenih omrežij v mednarodnem trženjskem komuniciranju podjetij iz živilske industrije

Gačnik, Lana

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Title:	Analiza uporabe družbenih omrežij v mednarodnem trženjskem komuniciranju podjetij iz živilske industrije
Authors:	ID Gačnik, Lana (Author) ID Korez Vide, Romana (Mentor) More about this mentor...
Files:	UN_Gacnik_Lana_2021.pdf (737,95 KB) MD5: B60D2347CF049BCF36B61D7A55AE9E44 PID: 20.500.12556/dkum/516feb60-1611-47ce-95fc-274c6f90ffa4
Language:	Slovenian
Work type:	Diploma project paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Dandanes so družbena omrežja postala del našega vsakdana. Popularnost družbenih omrežij raste, zato se podjetja vse pogosteje poslužujejo uporabe le-teh za komuniciranje s kupci. Oglaševanje in komunikacija prek družbenih omrežij sta velikega pomena, saj lahko vplivata na zaznave obstoječih in potencialnih kupcev. Pomembno je, da so objave zanimive in primerne izbrani ciljni skupini. Hkrati je pomembno tudi spremljanje rezultatov in odzivov na oglaševanje in ga po potrebi spremeniti ali prilagoditi. Mnoga družbena omrežja imajo posebna orodja, ki podjetjem omogočajo lažje trženje. Diplomski projekt je razdeljen na teoretični in empirični del. V teoretičnem delu so predstavljeni glavni pojmi diplomskega projekta, kot npr. mednarodno trženjsko komuniciranje in instrumenti, ki jih pri mednarodnem trženjskem komuniciranju uporabljamo, kot na primer komunikacijski splet, oglaševanje, pospeševanje prodaje, stik z javnostmi, neposredno in elektronsko trženje ter osebna prodaja. Pomemben pojem diplomskega projekta je tudi digitalno trženjsko komuniciranje, njegove prednosti in slabosti ter družbena omrežja, kot orodja tovrstnega komuniciranja. V empiričnem delu je predstavljena analiza uporabe družbenih omrežij Facebook in Instagram za štiri izbrana podjetja živilske industrije.
Keywords:	mednarodno trženjsko komuniciranje, digitalno trženjsko komuniciranje, družbena omrežja, stiki z javnostmi, pospeševanje prodaje
Place of publishing:	[Maribor
Publisher:	L. Gačnik
Year of publishing:	2021
PID:	20.500.12556/DKUM-79072
UDC:	339.5:004.738.5
COBISS.SI-ID:	75468291
Publication date in DKUM:	07.09.2021
Views:	1256
Downloads:	121
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:	27.04.2021

Secondary language

Language:	English
Title:	The analysis of the use of social networks in international marketing communication of companies in food industry
Abstract:	Nowadays, social networks have become a part of our everyday lives. The popularity of social networks is growing, which is why companies are increasingly using them to communicate with customers. Advertising and communication through social networks are of great importance as they can influence the perceptions of existing and potential customers. It is important that the posts are interesting and appropriate for the selected target group. At the same time, it is important to monitor the results and responses to advertising and to change or adapt it if necessary. Many social networks have special tools that make it easier for companies to market. The diploma project is divided into theoretical and empirical part. The theoretical part presents the main concepts of the diploma project, such as. international marketing communication and the instruments we use in international marketing communication, such as the communication web, advertising, sales promotion, public relations, direct and electronic marketing, and personal selling. An important concept of the diploma project is also digital marketing communication, its advantages and disadvantages, and social networks as tools for such communication. The empirical part presents an analysis of the use of the social networks Facebook and Instagram for four selected companies in the food industry.
Keywords:	international marketing communication, digital marketing communication, social networks, public relations, sales promotion

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