Vpliv družbenih omrežij na prepoznavnost podjetja

Vrečko, Sara

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Title:	Vpliv družbenih omrežij na prepoznavnost podjetja
Authors:	ID Vrečko, Sara (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	UN_Vrecko_Sara_2021.pdf (3,40 MB) MD5: C6F1875A4ACB657F8DFD658F566288FE PID: 20.500.12556/dkum/41b6ed80-e7d7-4653-ba9a-120a46f10371
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Z digitalizacijo se svet povezuje, družbena omrežja pa so postala najbolj vplivni virtualni prostor, ki se ne uporablja zgolj za mreženje in komuniciranje ljudi, temveč predstavljajo tudi odlično orodje za digitalno komuniciranje podjetij. Poznamo več različnih vrst družbenih omrežij, ki se med seboj razlikujejo predvsem glede na to kakšnim uporabnikom so namenjena in katera je prevladujoča dejavnost, ki se na družbenem omrežju dogaja. Od pojava družbenih omrežij pa do danes, so presegla svoje osnovne namene uporabe, saj so njihove koristi prepoznala številna podjetja, ki so v njih videla potencial za doseganje širšega kroga odjemalcev. Predmet obravnave diplomskega dela je preučevanje vpliva družbenih omrežij na prepoznavnost podjetij na primeru podjetja Granitex d. o. o. V diplomskem delu sem najprej opredelila pojem družbenih omrežij, predstavila najpopularnejša družbena omrežja ter podrobneje obravnavala družbeni omrežji Facebook in Instagram. V nadaljevanju sem se osredotočila na uporabo izbranih družbenih omrežij in predstavila prednosti in slabosti uporabe le teh v poslovne namene. Sledila je predstavitev podjetja ter definiranje ključnih informacij o podjetju, ki so bile koristne pri izvajanju empiričnega dela. V empiričnem delu diplomskega dela sem ugotavljala vpliv družbenega omrežja Facebook na prepoznavnost podjetja. S preverjanjem zastavljenih hipotez sem ugotovila, da omogočajo družbena omrežja podjetjem številne priložnosti za gradnjo in večanje prepoznavnosti. Facebook je eno izmed najbolj popularnih družbenih omrežij in odlično orodje za doseganje večje prepoznavnosti podjetja, ohranjanje stika z obstoječimi uporabniki in pridobivanje novih uporabnikov. S temeljito analizo svoje Facebook strani lahko podjetje namreč pridobi koristne informacije in izboljša svojo komunikacijo. Njihove objave na Facebook strani podjetja so atraktivne, pri čemer imajo največji doseg objave z nagradno igro. Zaradi naraščanja vloge družbenih omrežij v poslovne namene, sem v zadnjem delu diplomskega dela podala nekaj predlogov in smernic, ki bi lahko podjetju pripomogle k boljši komunikaciji na družbenih omrežjih in izboljšanju prepoznavnosti podjetja.
Keywords:	družbena omrežja, Granitex d. o. o., prepoznavnost podjetja, Facebook, Instagram.
Place of publishing:	[Maribor
Publisher:	S. Vrečko
Year of publishing:	2021
PID:	20.500.12556/DKUM-79198
UDC:	004.774.1:005
COBISS.SI-ID:	83480579
Publication date in DKUM:	04.11.2021
Views:	1802
Downloads:	474
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:	25.05.2021

Secondary language

Language:	English
Title:	The impact of social media on the brand awareness
Abstract:	As the world becomes more digitally connected, social media has become the most influential virtual space and is now not only a means of networking and communication, but also an excellent tool for the digital communication of companies. There are several different types of social media, differentiating from one another primarily regarding the groups of people they are catered to, as well as the activities that the platform itself offers. Ever since their first introduction, social media platforms have surpassed all their originally intended uses. This is primarily the result of companies realizing the possible benefits these platforms have to offer with their potential of reaching broader communities of consumers. The premise of this thesis focuses on the research regarding the impact of social media on company recognition, using Granitex d.o.o. as a case study. The thesis first focuses on defining the term social media and gives an introduction of the most popular platforms of social media. The platforms Facebook and Instagram are then discussed in detail. The thesis then moves on to the uses of the chosen social media platforms and discusses both the possible advantages and disadvantages regarding the use of these platforms in business matters. The thesis then follows this discussion of use with the example of Granitex d.o.o., first introducing the company, as well as listing the important information which was crucial during the conduction of research and the analysis of empirical data. In the empirical part of this thesis, the focus is put on the influence of the social media platform Facebook and the recognition of the chosen company. After testing the chosen hypotheses, the paper concludes that social media platforms provide companies with several opportunities to better their recognition among consumers. Facebook is one of the most popular social media platforms and is a great tool for expanding the recognition of a company, maintaining a closer contact with regular consumers, as well as reaching more potential consumers in general; a detailed analysis of a company’s Facebook page can provide the company with beneficial information, and can help the company better its communication with consumers. Their Facebook posts attract consumers, with the most successful posts regarding reaching broader communities of consumers being giveaways. Due to the increasing role of social media for business purposes, the last pages of this thesis focus on some possible suggestions and guidelines which might help companies better their communication on social media, which consequently might boost their recognition among consumers.
Keywords:	Social media, Granitex d. o. o., Brand awareness, Facebook, Instagram.

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