The Influence of English on the Language of Croatian Influencers on YouTube, Instagram and TikTok Social Media : master's thesisEna Cilar
, 2023, magistrsko delo
Opis: The rapid spread of the English language, which is frequently referred to as a lingua franca, has had a significant impact on other languages and the peculiar language of computer-mediated communication. What is more, the Internet, social media and digital influencers are the key agents of both language change and changes in the modern society. Due to the globally growing popularity of social media influencers, the purpose of this thesis is to explore the ways in which their language use is affected by the globality of English, with a focus on Croatian influencers. Therefore, data for this paper are drawn from altogether 270 social media posts published by the eight most successful Croatian influencers on YouTube, Instagram and TikTok. The research methods include linguistic, thematic and content analysis. The results reveal that the use of ‘ad hoc loanwords’ and intra-sentential code-switching are more common among Croatian influencers in comparison with outdated Anglicisms and inter-sentential code-switching. While the most frequently used loanwords among Croatian influencers belong to the categories of cyberculture and popular culture, the use of loanwords belonging to particular semantic fields is not strongly related to their thematic content categories. The importance and originality of this thesis are that it is the first study to provide new insights into the language use of Croatian influencers in relation with English as a global and leading online language. However, due to practical constraints, it is limited in terms of the research sample size and generalizability, which offers implications for further research.
Ključne besede: English as a global language, influence of English on Croatian, Croatian social media influencers, computer-mediated communication, loanwords, code-switching
Objavljeno v DKUM: 04.01.2024; Ogledov: 186; Prenosov: 18
Celotno besedilo (4,75 MB)
Instagram in Tiktok kot orodji marketinškega komuniciranja blagovnih znamk z ženskimi športnimi oblačiliLea Kukovec
, 2023, magistrsko delo
Opis: Družbeni omrežji Instagram in TIkTok sta v zadnjih nekaj letih, zaradi vse večje digitalizacije sveta, postali nadvse priljubljeni in vse pogosteje uporabljeni spletni platformi. Ker je število dnevnih aktivnih uporabnikov iz dneva v dan naraščalo so podjetja in blagovne znamke pričele opažati izjemen potencial v uporabnosti Instagram-a in TikTok-a tudi za poslovne namene – med drugimi dokaj enostaven in učinkovit način doseganja željene ciljne skupine z minimalnimi finančnimi vložki, možnost aktivnega spremljanja odzivov, potreb ter želja posameznikov in posameznic, prilagajanje vsebin glede na demografske dejavnike ciljnih skupin itd.
V okviru našega magistrskega dela smo se skladno z izbrano tematiko poglobili v svet ženskih športnih oblačil in skozi teoretični in praktični del raziskali uporabnost Instagram-a in TikTok-a kot orodji marketinškega komuniciranja blagovnih znamk z ženskimi športnimi oblačili. V teoretičnem delu smo najprej predstavili temeljna izhodišča in pojme, nato pa smo se v osrednjem delu osredotočili na podrobno predstavitev, opredelitev in analizo posamičnega družbenega omrežja, kjer smo definirali prednosti in slabosti ter navedli in opisali različne načine, ki jih blagovne znamke z ženskimi športnimi oblačili lahko izkoristijo za namene učinkovitega marketinškega komuniciranja z izbrano ciljno skupino. Z namenom pridobitve resničnih in verodostojnih informacij iz prakse smo tekom zaključnega dela oblikovali tudi strukturiran anketi vprašalnik, s pomočjo katerega smo v prvi vrsti podkrepili teoretični del, in nadalje, na podlagi prejetih rezultatov potrdili oz. zavrnili zastavljene hipoteze.
Ključne besede: blagovne znamke, ženska športna oblačila, marketinško komuniciranje, Instagram, TikTok, Social Media Marketing.
Objavljeno v DKUM: 26.10.2023; Ogledov: 314; Prenosov: 52
Celotno besedilo (3,37 MB)
Employing AI Tools in Tourism: A Qualitative Study of Social Media Content Generation in a Work Environment : a qualitative study of social media content generation in a work environmentTarik Džinić
, 2023, diplomsko delo
Opis: In the midst of industries being reshaped by the emergence of technologies our attention is drawn to the increasing trend of AI and its potential integration, in the work environment. At present, we recognise the swift evolution of technology and the necessity to align with current trends. In this thesis we delve into the world of content creation in tourism social media marketing. We specifically focus on how AI tools, like ChatGPT transform the way we generate content across social media platforms. Through the thesis we highlight the importance of content marketing in boosting brand visibility and engagement. We further explore how generative AI models can create content, enhance personalization and streamline marketing strategies. Additionally, we investigate the newly emerging field of prompt engineering, which focuses on improved interactions with generative AI models. While AI tools offer efficiency, we emphasize the need to strike a balance between automation and human driven creativity. In the evolving landscape of digital marketing, this study contributes insights into leveraging AI-powered content creation for enriching the tourism industry's social media endeavours.
Ključne besede: Content creation, artificial intelligence, ChatGPT, prompt engineering, social media marketing
Objavljeno v DKUM: 09.10.2023; Ogledov: 397; Prenosov: 48
Celotno besedilo (1,99 MB)
The influence and application of social media in the fashion industryIvana Ljumović
, 2022, diplomsko delo
Opis: Social media marketing proved to be advantageous to all industries. If we consider the huge number of users on social networks and all the advantages they have, as well as their popularity, the fact arises that these networks provide significant business opportunities, i.e., contain great business potential, which they can use if they properly establish communication and advertising through these networks. Nowadays, fashion businesses are investing more time and resources into crafting social media strategies that will further customer loyalty, spread advertising messages, and raise brand awareness. Besides that, social media has a significant impact when it comes to advertising, spreading information, promoting, and selling brands. Social media platforms, such as Instagram, Facebook, YouTube, and Pinterest, are the most popular place for posting and advertising different content. Fashion is an exciting area of constant dynamic changes, and brands need to adapt to it, fashion companies cannot afford to ignore social media. This implies the importance of social media and how fashion firms can use it to their advantage. In conclusion, social media does not replace traditional media, but it does offer consumers pioneering way to interact with the brands they love. Without a doubt, digital media is the latest fashion trend in today's world, and we have every reason to believe in its strength and impact. It is an efficient and effective platform in terms of creating fashion trends and influencers, building brand recognition, and thus being accessible to both existing and potential buyers.
Ključne besede: social media marketing, fashion marketing, digital marketing, fashion industry, social media strategy, Instagram, customer behavior, social media
Objavljeno v DKUM: 14.07.2022; Ogledov: 570; Prenosov: 46
Celotno besedilo (1,93 MB)
35th Bled eConference Digital Restructuring and Human (Re)action : June 26 – 29, 2022, Bled, Slovenia, Conference Proceedings
Opis: The Bled eConference, organised by the University of Maribor, Faculty of Organizational Sciences, has been shaping electronic interaction since 1988. After 2 years COVID-19 pandemic, when the conference was held online, this year we met again in Bled, Slovenia. The theme of the 35th conference is "Digital Restructuring and Human (re)Action". During the pandemic, we experienced the important role of digital technologies in enabling people and enterprises to interact, collaborate, and find new opportunities and ways to overcome various challenges. The use of digital technologies in these times has accelerated the digital transformation of enterprises and societies. It will be important to leverage this momentum for further implementation and exploitation of digital technologies that will bring positive impacts and solutions for people, enterprises and societies. The need to achieve sustainability goals and sustainable development of society has increased. Digital technologies will continue to play an important role in achieving these goals. The papers in this conference proceedings address digital transformation of enterprises, digital wellness and health solutions, digital ethics challenges, artificial intelligence and data science solutions, new and digital business models, digital consumer behaviour and solutions, including the impact of social media, restructuring of work due to digital technologies, digital education challenges and examples, and solutions for smart sustainable cities.
Ključne besede: Digital transformation, digital business, digital technologijes, innovations, digitalization, sustainable development, smart and sustainable cities and societies, digital health and wellness, artificial intelligence and data science, digital ethics, digital education, restructured work, digital consumer, social media
Objavljeno v DKUM: 23.06.2022; Ogledov: 923; Prenosov: 48
Celotno besedilo (15,08 MB)
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Digital marketing communication in developing countries : evidence from the Western BalkansVisar Rrustemi
, Ganimete Podvorica
, Gezim Jusufi
, 2020, izvirni znanstveni članek
Opis: Digital marketing has made significant progress in recent years, in all countries, both developed and developing. Many local and international companies have largely placed their marketing activities in the digital environment. Now, the COVID-19 pandemic has made it even more important for many companies and consumers to conduct marketing, buying and selling activities through social media. Like companies, consumers are changing their buying behaviors by focusing more on social media, from which they are providing the necessary and sufficient information about all the products and services that are marketed online. This paper is of particular importance because it addresses the issue of digital marketing activities in the Western Balkans region, specifically the behavior of consumers from countries of this region on social media. From the results of the paper it can be concluded that consumers from these countries are quite engaged in social media, where they receive the necessary information for different products and services, follow the activities of different companies, etc.
Ključne besede: digital marketing, communication, social media, Western Balkans, internet
Objavljeno v DKUM: 15.01.2021; Ogledov: 852; Prenosov: 0
Can social media content increase financial market returns? : survey results from PolandAndrzej Cwynar
, Wiktor Cwynar
, Robert Pater
, 2017, izvirni znanstveni članek
Opis: Background and Purpose: In recent years classic financial market theory based on decision makers’ rationality has been challenged by repeated anomalies that became a ‘new normal’. As a result, what we witness today is a considerable turn to behavioral concepts that can shed a new light on choices made by market participants. The astonishing development of social media accelerated scientific validation of such concepts, since the media opened new and capacious ‘laboratory space’ for testing behavioral hypotheses. The main purpose of the article is to examine whether financial market professionals believe that social media content can be useful in achieving additional financial market returns and to investigate the factors behind this belief.
Design/Methodology/Approach: We surveyed a sample of over 400 financial market professionals at institutions operating in Poland, and analyzed the results using logit regression models.
Results: We established that almost 60% of the surveyed finance professionals recognized the potential of social media for achieving additional returns. We also found out that the differences in respondents’ perception of this potential could be explained mainly by heterogeneity of their job experience and, to a lesser degree, by their job position. Interestingly, more experienced individuals were less likely to recognize this potential. Firm-specific factors did not have a significant effect on the dependent variable.
Conclusion: The opinions of financial market professionals regarding the link between social media and additional returns are mixed, which is consistent with the current body of evidence brought by sentiment-based research. Our findings confirm the key role of previous experience in explaining attitudes towards novelties and innovations (such as social media), a phenomenon known from other fields and everyday experience.
Ključne besede: social media, sentiment, behavioral finance, financial market professionals, financial market returns
Objavljeno v DKUM: 04.05.2018; Ogledov: 1199; Prenosov: 167
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The prospects for consumer-oriented social mediaRoger Clarke
, 2014, izvirni znanstveni članek
Opis: Background and Purpose: The term ‘social media’ refers to a cluster of applications and online services that support human interaction and content broadcasting and sharing. Current services are isolated islands or ‘walled gardens’, and are based on a business model that is highly exploitative of individuals and their data.
Design/Methodology/Approach: Surveys of the refereed literature have been undertaken on several occasions during the period 2012-13. Reviews were conducted of social media services that are reasonably described as ‘consumer-oriented’. Media reports on those services were uncovered. The available information was then subjected to analysis, including reflection based on prior research conducted by the author.
Results: Required characteristics of consumer-oriented social media, and barriers to emergence and adoption of such services were identified. That provided a basis for proposing means to overcome those barriers. Key impediments to the emergence of such services were identified, and means of overcoming the impediments outlined.
Conclusion: An alternative, consumer-oriented approach is feasible, involving open architecture, inter-operability and portability features, fair terms and privacy-sensitivity.
Ključne besede: social media, social networking service, interoperability, terms of service, privacy
Objavljeno v DKUM: 22.01.2018; Ogledov: 1435; Prenosov: 383
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Analysis of online marketing management in Czech RepublikZdenek Smutny
, 2015, izvirni znanstveni članek
Opis: Background and Purpose: Doing business over the Internet has become increasingly competitive for many companies. The aim of this study is to analyse the current state of utilizing online tools, approaches of Czech companies to the management of online marketing activities and to identify weaknesses and opportunities of these activities.
Methodology/Approach: The paper presents empirical research that uses two different approaches in investigation: (1) descriptive quantitative research of current state, based on examination of websites of a sample of 4,584 Czech companies and (2) questionnaire survey among 161 Czech companies which do business via the Internet.
Results: There is a large gap that currently exist between the use of social media and its connection to marketing activities. The competitive level of the use of social media in the Czech Republic is still low compared to the USA companies. The online marketing management (OMM) of the majority of companies rely on individual assessment and do not use any metrics or management methodologies. One of the main problems of OMM is the ever increasing number of tools used in marketing activities as well as low possibility of a broader perspective on the success of cross channel marketing activities.
Conclusion: In the future, it is expected that a large number of Czech companies will increasingly use online tools as social media for their marketing activities. In the context of this development they cannot rely only on individual assessment to manage these activities as they do currently, but they will have to use comprehensive tools or methodologies. Based on this, we can conclude that Czech companies still have enough opportunities for a better use of online tools for marketing purposes.
Ključne besede: online marketing, management, analysis, social media, Czech companies, Internet
Objavljeno v DKUM: 28.11.2017; Ogledov: 1280; Prenosov: 181
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What is seen is who you are: are cues in selfie pictures related to personality characteristics?Bojan Musil
, Andrej Preglej
, Tadevž Ropert
, Lucia Klasinc
, Nenad Čuš Babič
, 2017, izvirni znanstveni članek
Opis: Developments and innovation in the areas of mobile information technology, digital media and social networks foster new reflections on computer-mediated communication research, especially in the field of self-presentation. In this context, the selfie as a self-portrait photo is interesting, because as a meaningful gesture, it actively and directly relates the content of the photo to the author of the picture. From the perspective of the selfie as an image and the impression it forms, in the first part of the research we explored the distinctive characteristics of selfie pictures; moreover, from the perspective of the potential reflection of a selfie image on the personality of its author, in the second part we related the characteristics of selfie pictures to various personality constructs (e.g., Big Five personality traits narcissism and femininity-masculinity). Important aspects of selfies especially in relation to gender include the tilt of the head, the side of the face exhibited, mood and head position, later related also to the context of the selfie picture. We found no significant relations between selfie cues and personality constructs. The face-ism index was related to entitlement, and selfie availability to neuroticism.
Ključne besede: psychology, selfies, self-presentations, social media, selfie coding, personality assessment
Objavljeno v DKUM: 10.07.2017; Ogledov: 1618; Prenosov: 680
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