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Title:VZPOSTAVLJANJE ČUSTVENEGA ODNOSA MED BLAGOVNO ZNAMKO IN UPORABNIKOM S POMOČJO SOCIALNIH MREŽ IN INTERNETA
Authors:Molan, Anja (Author)
Mumel, Damijan (Mentor) More about this mentor... New window
Files:.pdf UNI_Molan_Anja_2010.pdf (1,71 MB)
 
Language:Slovenian
Work type:Undergraduate thesis (m5)
Organization:EPF - Faculty of Business and Economics
Abstract:Socialne mreže so dokazale, da niso le muhe enodnevnice. Skozi preteklo desetletje so se trdno zasidrale v vsakdan več kot polovice uporabnikov internetna po vsem svetu. S tem se ne spreminja zgolj način druženja, komunikacije med ljudmi in zbiranja informacij, socialne mreže so prinesle nove priložnosti tudi podjetjem in njihovim blagovnim znamkam. Marketinško komuniciranje se tako prilagaja razvoju novih medijev in njihovem glavnem adutu — omogočanju dialoga med uporabniki in blagovnimi znamkami. Radikalna sprememba je tako tržnike prisilila v dialog z uporabniki, saj danes vse težje dosegajo svoje cilje zgolj z enosmernim sporočanjem skozi tradicionalne medije. Vedno večja ponudba in homogenost izdelkov je botrovala k potrebi po drugačnem pozicioniranju in predvsem k navezovanju čustvenega odnosa z uporabniki. Prav socialne mreže so to delo tržnikom nekoliko olajšale, saj lahko z njihovo uporabo lažje dostopajo do ciljnih skupin. Vendar pa se posamezniki med seboj razlikujejo, tudi v virtualnem okolju. Generacija Y je tista, ki je prva prevzela nov način povezovanja in komunikacije z uporabo socialnih mrež in prav ta generacija je v tem trenutku glavna ciljna skupina tržnikov, ki se lotevajo marketinškega komuniciranje skozi socialne mreže. Kako mladi uporabljajo socialne mreže, kdaj in zakaj se vključujejo v aktivnosti podjetji in kaj jim je všeč, ko govorimo o vzpostavljanju odnosa med njimi in blagovnimi znamkami?
Keywords:Socialne mreže, socialni mediji, internet, Facebook, Genercija Y, blagovne znamke, vključevanje
Year of publishing:2010
Publisher:[A. Molan]
Source:Maribor
UDC:658.6
COBISS_ID:10553884 Link is opened in a new window
NUK URN:URN:SI:UM:DK:AUG3DLJS
Views:1389
Downloads:243
Metadata:XML RDF-CHPDL DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:ESTABLISHING AN EMOTIONAL RELATIONSHIP BETWEEN BRAND AND CONSUMER THROUGH SOCIAL NETWORKING SITES AND INTERNET
Abstract:Social network sites have proven they are not just a one day trend. In the past decade they got into everyday life of more than a half of Internet users all around the world. It didn't change only the way people gather, socialize, communicate and search for information, social network sites brought new opportunities also for companies and their brands. Marketing communication is now adapting to developing new media and its biggest advantage – enabling a dialog between consumers and brands. Achieving marketing goals only through one way communication with traditional media is every day harder. Wide range of products and their homogeneity are forcing companies to differentiate their products and emotionally engage consumers with their brands. Social network sites are offering a way to reach target group easily and more efficient. However, consumers are different also in virtual environment and need a different approach. Generation Y is the most populated generation online that was the first generation that adopted a new way of networking and communication through social network sites. At this moment, the most marketing campaign online are directed towards this generation. What do consumers from this generation like, how and why do they use social network sites, when and why do they engage with brands and what do they want from companies that are already active on social network sites?
Keywords:Social networks, social media, Internet, Facebook, Generation Y, brands, engagement


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