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Title:TEORIJA DIFUZIJE INOVACIJ IN DRUŽBENO OMREŽJE INSTAGRAM
Authors:Štefanovski, Vanesa (Author)
Ženko, Zdenka (Mentor) More about this mentor... New window
Files:.pdf MAG_Stefanovski_Vanesa_2016.pdf (1,30 MB)
MD5: 59A440723221B05A51F7F4004A5998CB
 
Language:Slovenian
Work type:Master's thesis/paper (mb22)
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Živimo v digitalni dobi, za katero je značilno hitro širjenje novosti med uporabniki ter nenehno uveljavljanje sprememb. Danes predstavlja temeljni vir informacij svetovni splet. V zadnjih nekaj letih smo priča fenomenu na svetovnem spletu, in sicer družbenim omrežjem, ki uporabnikom omogočajo cel spekter različnih storitev, od interakcije s prijatelji, deljenja različnih vsebin, iskanja informacij in trendov, itd. Med najbolj rastoče družbeno omrežje na svetu raziskave uvrščajo družbeno omrežje Instagram, ki je v 6 letih od ustanovitve že preseglo 400 milijonov aktivnih uporabnikov. Cilj raziskovalnega dela je ugotoviti, katere so tiste lastnosti omenjenega družbenega omrežja Instagram, ki so vplivale na uspeh, ki je po rasti presegel celo giganta med družbenimi omrežji – družbeno omrežje Facebook. Za proučevanje uspešnosti družbenega omrežja Instagram je primerna uporaba Rogersove teorije difuzije inovacij. Teorija difuzije inovacij si prizadeva pojasniti kako, zakaj in pod kakšnimi pogoji se nove ideje in tehnologije širijo med člani družbenega sistema. Profesor Everett Rogers je opredelil štiri temeljne sestavine, ki vplivajo na proces difuzije inovacije, in sicer inovacija, čas, komunikacijski kanali in družbeni sistem, katere bodo podrobno raziskane na primeru družbenega omrežja Instagram. V zadnjem času je zaslediti veliko priljubljenost omrežja tudi med podjetji, ki slednjega uporabljajo kot komunikacijski kanal za širjenje informacij o novosti. V tem delu bo družbeno omrežje Instagram proučevano kot komunikacijski kanal, pri tem pa se bo ugotavljalo ali uporaba slednjega omrežja s strani podjetij vpliva na povečan sprejem novosti oziroma ali predstavlja primeren komunikacijski kanal za podjetja. Prav tako pa se bo ugotavljala vloga mnenjskih vodij na družbenem omrežju Instagram in njihov vpliv na sprejem novosti.
Keywords:inovacija, teorija difuzija inovacij, komunikacijski kanal, družbeno omrežje Instagram, mnenjski vodje
Year of publishing:2016
Publisher:[V. Štefanovski]
Source:Maribor
UDC:001.895
COBISS_ID:12538396 New window
NUK URN:URN:SI:UM:DK:SE5TSTAD
Views:1578
Downloads:410
Metadata:XML RDF-CHPDL DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:DIFFUSION OF INNOVATION THEORY AND SOCIAL NETWORK INSTAGRAM
Abstract:We live in the digital era, which is characterized by the rapid spread of innovations among users and by implementation of constant changes. Today the World Wide Web is a fundamental source of information. In the last few years, we have witnessed the phenomenon on the World Wide Web - social networks - which allow users a whole range of different services, from interaction with friends, sharing different content, search information and trends, etc. Research shows that the fastest growing social network in the world is Instagram, which has, in the 6 years since its establishment, exceeded 400 million active users. The aim of research is to determine the characteristics of social network Instagram, which contributed to the fact that Instagram has even exceeded the success in growth of social media giant – Facebook. To study the success of social network Instagram is suitable to use Rogers' theory of diffusion of innovation. Diffusion of innovation theory seeks to explain how, why and under what conditions, new ideas and technologies spread among members of a social system. Professor Everett Rogers defined four fundamental elements that affect the process of diffusion of innovation, that is innovation, time, communication channels and the social system, which will be explored in the case of social network Instagram. Lately, we can notice big popularity of the network among companies, since they are using the network as a communication channel to spread information about innovation. In this part of the research the social network Instagram will be studied as a communication channel, while it will be determined whether the use of the network by companies affects the increase of adoption of innovations and if it is a convenient communication channel for companies. In addition, it will be determined the role of opinion leaders on social network Instagram and their impact on the adoption of innovations.
Keywords:Innovation, diffusion of innovation theory, communication channel, social network Instagram, opinion leaders


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