Vloga družbenih omrežij pri ustvarjanju zaznane vrednosti blagovne znamke

Penica, Tjaša

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Title:	Vloga družbenih omrežij pri ustvarjanju zaznane vrednosti blagovne znamke
Authors:	ID Penica, Tjaša (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	UN_Penica_Tjasa_2024.pdf (1,85 MB) MD5: 3776D1959557CDD5FAE3713913193BB8
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Diplomsko delo z naslovom Vloga družbenih omrežij pri ustvarjanju zaznane vrednosti blagovne znamke, obravnava vpliv družbenih omrežij Facebook in Instagram na zaznano vrednost blagovnih znamk Milka in Cukrček. V teoretičnem delu so opredeljeni ključni pojmi, kot sta pozicioniranje in zaznana vrednost blagovne znamke. Raziskane so različne strategije za uspešno pozicioniranje blagovnih znamk v konkurenčnem poslovnem okolju. Poseben poudarek je namenjen opredelitvi, kako generaciji X in Z različno dojemata in uporabljata družbena omrežja ter kako te razlike vplivajo na njuno zaznavo blagovnih znamk. Diplomsko delo preučuje tudi specifične dejavnike, ki vplivajo na pozicioniranje blagovne znamke pri obeh generacijah, in identificira strategije ter procese, ki jih morajo podjetja vključiti za uspešno pozicioniranje blagovne znamke. Aplikativni del vključuje podrobno analizo uporabe družbenih omrežij pri blagovnih znamkah Milka in Cukrček. V sklopu aplikativnega dela so bili vključeni tudi rezultati anketnega vprašalnika, ki potrjujejo, da družbena omrežja močneje vplivajo na zaznavo blagovnih znamk pri generaciji Z v primerjavi z generacijo X, pri čemer so videoposnetki in interaktivne vsebine še posebej pomembne za mlajšo generacijo. Diplomsko delo preučuje tudi priložnosti in izzive, s katerimi se blagovni znamki Milka in Cukrček soočata pri pozicioniranju na družbenih omrežjih, ter ponuja priporočila za izboljšanje marketinških strategij za večjo angažiranost in zvestobo odjemalcev. Poleg tega delo ponuja vpogled v pomen prilagajanja vsebin specifičnim generacijskim preferencam in raziskuje dejavnike, ki vplivajo na zaznavo blagovne znamke pri različnih demografskih skupinah. Diplomska naloga tako nudi celovit vpogled v vlogo družbenih omrežij pri ustvarjanju zaznane vrednosti blagovne znamke in poudarja pomen prilagajanja marketinških strategij glede na generacijske razlike, kar je ključno za uspešno pozicioniranje blagovnih znamk v sodobnem digitalnem okolju.
Keywords:	družbena omrežja, zaznana vrednost blagovne znamke, generacija X, generacija Z, pozicioniranje blagovne znamke
Place of publishing:	Maribor
Publisher:	T. Penica
Year of publishing:	2024
PID:	20.500.12556/DKUM-90243
UDC:	658.626:004.744.1
COBISS.SI-ID:	212654339
Publication date in DKUM:	23.10.2024
Views:	287
Downloads:	125
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:	27.08.2024

Secondary language

Language:	English
Title:	The role of social media in creating perceived brand value
Abstract:	The thesis entitled The role of social networks in creating perceived brand equity, deals with the impact of Facebook and Instagram on the perceived brand equity of the Milka and Cukrček brands. The theoretical part defines key concepts such as positioning and perceived brand equity. Different strategies for successful brand positioning in a competitive business environment are explored. Particular emphasis is placed on identifying how Generation X and Generation Z perceive and use social networks differently and how these differences influence their perception of brands. The thesis also examines the specific factors that influence brand positioning in both generations and identifies the strategies and processes that companies need to integrate for successful brand positioning. The applied part includes a detailed analysis of the use of social media for the Milka and Cukrček brands. The applied part also included the results of a survey questionnaire, which confirmed that social networks have a stronger impact on brand perception for Generation Z compared to Generation X, with videos and interactive content being particularly important for the younger generation. The thesis also examines the opportunities and challenges that the Milka and Cukrček brands face in positioning themselves on social media and offers recommendations for improving marketing strategies to increase customer engagement and loyalty. In addition, the work offers insights into the importance of tailoring content to specific generational preferences and explores the factors influencing brand perception among different demographic groups. The thesis thus provides a comprehensive insight into the role of social networks in creating perceived brand value and highlights the importance of adapting marketing strategies to generational differences, which is crucial for successful brand positioning in the modern digital environment.
Keywords:	Social Media, Perceived Brand Value, Generation X, Generation Z, Brand Positioning

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