Marketinško komuniciranje ročno narejenih izdelkov na družbenih omrežjih

Turkuš, Eva

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Title:	Marketinško komuniciranje ročno narejenih izdelkov na družbenih omrežjih
Authors:	ID Turkuš, Eva (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Turkus_Eva_2025.pdf (2,44 MB) MD5: 8D63FE21B70C6E2CA976678C2425BEF5
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Vsako leto lahko na svetovnem spletu zasledimo vedno več izdelovalcev ročno narejenih izdelkov, saj so z razvojem družbenih omrežij dobili možnost brezplačno promovirati svoje izdelke neomejenemu številu potencialnih potrošnikov po svetu. Vprašanje pa je, ali izdelovalci ročnih izdelkov znajo izkoristiti to priložnost in uporabiti vse prednosti, ki jih družbena omrežja prinašajo in s tem vplivati na nakupne odločitve posameznikov in posledično povečati svojo prodajo. Magistrsko delo tako proučuje značilnosti in pomen marketinškega komuniciranja ročno narejenih izdelkov na družbenih omrežjih ter raziskuje vpliv teh omrežij na nakupne odločitve slovenskih odjemalcev ročno narejenih izdelkov. Osrednje raziskovalno vprašanje se osredotoča na ugotavljanje, kako družbena omrežja učinkovito uporabiti za promocijo tovrstnih izdelkov, za krepitev zaupanja in dolgoročne odnose s strankami ter kateri so tisti najpomembnejši dejavniki, ki vplivajo na nakup ročno narejenega izdelka. Družbeni mediji imajo namreč vse večji vpliv na nakupne odločitve porabnikov, saj standardno trženje od ust do ust danes zamenjujejo elektronske oblike komunikacije. Ljudje veliko svojega življenja porabimo za nakupovanje. V nakupnem procesu se odločamo, ali bomo kupili določen izdelek ali ne. Na odločitev o nakupu pa vplivajo številni dejavniki in ko se ponudniki odločijo za trženje preko družbenih omrežij, se morajo vprašati, kateri družbeni medij bi bil najprimernejši za komunikacijo njihovih izdelkov in storitev ter kakšni so načini trženja s pomočjo posameznega medija. V teoretičnem delu so tako predstavljeni temeljni pojmi s področja marketinškega komuniciranja, uporabe družbenih omrežij, vedenja potrošnikov in značilnosti ročnih izdelkov. Poseben poudarek je namenjen dejstvu, da sodobni potrošniki ne iščejo le izdelkov, temveč tudi zgodbo, vrednote in osebno povezavo z blagovno znamko. Empirični del magistrskega dela temelji na kvantitativni raziskavi, izvedeni med 218 slovenskimi potrošniki. Rezultati kažejo, da je avtentična, vizualno privlačna in osebno naravnana komunikacija na družbenih omrežjih ključna pri oblikovanju nakupnih odločitev. Facebook in Instagram sta se izkazala kot najpomembnejši platformi za promocijo ročno narejenih izdelkov, medtem ko glavni motivi za nakup vključujejo podporo lokalnim ustvarjalcem in željo po unikatnosti. Družbena omrežja niso zgolj oglaševalski kanal, temveč prostor za gradnjo skupnosti, zaupanja in dolgoročnih odnosov. Uspeh ponudnikov ročno narejenih izdelkov je tesno povezan z razvojem jasne, verodostojne in ciljno usmerjene komunikacijske strategije, ki temelji na razumevanju vrednot ter vedenjskih vzorcev sodobnih potrošnikov. Pomembno vlogo pri tem igrajo vizualno privlačna predstavitev, pozitivna uporabniška mnenja in vsebinski marketing, ne pa priporočila in mnenja vplivnežev.
Keywords:	marketinško komuniciranje, digitalno marketinško komuniciranje, družbena omrežja, rokodelstvo, vedenje odjemalcev, nakupne odločitve.
Place of publishing:	Maribor
Publisher:	E. Turkuš]
Year of publishing:	2025
PID:	20.500.12556/DKUM-95036
UDC:	659.3:004.738.5
COBISS.SI-ID:	256146179
Publication date in DKUM:	21.01.2026
Views:	162
Downloads:	90
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:	02.09.2025

Secondary language

Language:	English
Title:	Marketing communication of handmade products on social media
Abstract:	Every year, we see more and more manufacturers of handmade products on the internet, as the development of social media has given them the opportunity to promote their products free of charge to an unlimited number of potential consumers around the world. The question is whether they know how to take advantage of this opportunity, and use all the benefits that social media offer to influence individuals' purchasing decisions and, consequently, increase their sales? This master's thesis examines the characteristics and importance of marketing communication for handmade products on social media and explores the influence of social media on the purchasing decisions of Slovenian consumers for handmade products. The central research question focuses on determining how social media can be used effectively to promote such products and to strengthen trust and long-term relationships with customers, and what are the most important factors influencing the purchase of a handmade product. Social media has an increasing influence on consumers' purchasing decisions, as standard word-of-mouth marketing is now being replaced by electronic forms of communication. People spend a large part of their lives shopping. During the purchasing process, we decide whether or not to buy a particular product. However, many factors influence the decision to buy, and when providers decide to market through social media, they must ask themselves which social media would be most appropriate for communicating their products and services and what are the methods of marketing on a certain media. The theoretical part presents basic concepts from the field of marketing communication, the use of social media, consumer behaviour, and the characteristics of handmade products. Special emphasis is placed on the fact that modern consumers are not only looking for products, but also for a story, values, and a personal connection with the brand. The empirical part of the master's thesis is based on a quantitative survey conducted among 218 Slovenian consumers. The results show that authentic, visually appealing, and personally oriented communication on social media is the key in shaping purchasing decisions. Facebook and Instagram have proven to be the most important platforms for promoting handmade products, while the main motives for purchasing include support for local manufacturers and the desire for uniqueness. Social media are not just an advertising channel, but a space for building community, trust, and long-term relationships. The success of craftsman is closely linked to the development of a clear, credible, and targeted communication strategy based on an understanding of the values and behaviour patterns of modern consumers. Visually appealing presentation, positive user reviews, and content marketing play an important role in this, rather than recommendations and opinions from influencers.
Keywords:	marketing communication, digital marketing communication, social media, handmade products, consumer behaviour, purchasing decisions.

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