Iskanje informacij na družbenih omrežjih pri generaciji Z

Kocjančič, Klara

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Title:	Iskanje informacij na družbenih omrežjih pri generaciji Z
Authors:	ID Kocjančič, Klara (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Kocjancic_Klara_2025.pdf (2,93 MB) MD5: D0019A5D1A8AECB38E436610AC2DE6F0
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Generacija Z spreminja navade, povezane z iskanjem informacij na spletu. Mnogo let se je spletno iskanje informacij osredotočalo predvsem na uporabo spletnih iskalnikov. Generacija Z pa v ta namen vse pogosteje uporablja družbena omrežja, kar kaže na pomembno spremembo v načinu dostopanja do informacij. Družbena omrežja torej nimajo več le funkcije zabavati se, temveč pomembno prispevajo tudi k pridobivanju informacij – nanje začenjamo gledati kot na iskalnike informacij. Ko generacija Z išče informacije o izdelkih na družbenih omrežjih, se srečuje z mnogimi tipi vsebin, pri čemer jo eni bolj pritegnejo, drugi pa manj. Pomembno je, da se podjetja in tržniki seznanijo z vsemi temi dejavniki, saj bodo le tako vedeli, kam in kako primerno umeščati informacije o svojih izdelkih, da bodo te učinkovito dosegle generacijo Z. V teoretičnem delu obravnavamo koncepte iskanja informacij, spletnih iskalnikov, družbenih omrežij kot iskalnikov in tipov vsebin na družbenih omrežjih, pri čemer smo usmerjeni v iskalne navade generacije Z. V empiričnem delu smo ugotovili, da generacija Z v Sloveniji še vedno pogosteje in raje uporablja spletni iskalnik Google pri iskanju informacij o izdelkih kot pa družbena omrežja. To je pomembna ugotovitev za razumevanje slovenskega trga, saj v drugih državah generacija Z običajno raje uporablja družbena omrežja. Vendar pa kljub temu slovenska generacija Z že uporablja tudi družbena omrežja za iskanje informacij. Ugotovili smo tudi, da od 3 družbenih omrežij (Instagram, TikTok, YouTube) najraje v ta namen uporablja družbeno omrežje TikTok. Ugotovili tudi smo, da pri iskanju informacij na družbenih omrežjih od 3 tipov vsebin (slikovna vsebina, dolgi videoposnetki, kratki videoposnetki) generacijo Z pri nas najbolj pritegnejo kratki videoposnetki.
Keywords:	generacija Z, iskanje informacij, družbena omrežja, spletni iskalniki
Place of publishing:	Maribor
Publisher:	K. Kocjančič]
Year of publishing:	2025
PID:	20.500.12556/DKUM-93237
UDC:	004.738.5:366
COBISS.SI-ID:	255459075
Publication date in DKUM:	30.10.2025
Views:	124
Downloads:	46
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:	15.06.2025

Secondary language

Language:	English
Title:	Generation Z's information search behaviour on social media
Abstract:	Generation Z is changing habits related to online information search. For many years, online information searching was primarily focused on the use of online search engines. However, Generation Z increasingly uses social media for this purpose, indicating a significant shift in how information is accessed. Social media no longer serve solely as platforms for entertainment but also play an important role in information search - we are beginning to view them as search engines. When Generation Z looks for product information on social media, they encounter various types of content, some of which attract them more than others. It is important for companies and marketers to understand all these factors, so they know where and how to appropriately place information about their products to effectively reach Generation Z. In the theoretical part, we address the concepts of information search, online search engines, social media as search engines, and types of content on social media, with a focus on the search behavior of Generation Z. In the empirical part, we found that Generation Z in Slovenia still prefers to use Google search more often than social media when searching for product information. This is an important finding for the Slovenian market, as in other countries Generation Z typically uses social media more frequently. Nonetheless, the Slovenian Generation Z also uses social media for information search. We also discovered that among the three social media platforms (Instagram, TikTok, YouTube), TikTok is their preferred choice for this purpose. Furthermore, we found that when searching for information on social media, among three types of content (images, long videos, short videos), short videos attract them the most.
Keywords:	generation Z, information search, social media, online search engines

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