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Title:
Prikrito oglaševanje na spletnih družbenih omrežjih
Authors:
ID
Jurič, Luka
(Author)
ID
Milfelner, Borut
(Mentor)
More about this mentor...
Files:
MAG_Juric_Luka_2019.pdf
(8,69 MB)
MD5: 2D2595180132170A5C3D6FA5164E38AA
PID:
20.500.12556/dkum/0a6917ae-ebcc-4584-a9f2-e2717785a221
Language:
Slovenian
Work type:
Master's thesis/paper
Typology:
2.09 - Master's Thesis
Organization:
EPF - Faculty of Business and Economics
Abstract:
Uporaba družbenih omrežij je iz dneva v dan večja. Vedno več ljudi dostopa do informacij prek družbenih omrežij in vedno več organizacij poskuša najti pot do odjemalcev na družbenih omrežjih. Uporaba različnih platform zato temelji na interakciji, ustvarjanju skupnosti, povezovanju, iskanju informacij itd. Te lastnosti predstavljajo ključne prednosti družbenih medijev za organizacije kot kanala za oglaševanje. Zaradi vse več oglaševalskih aktivnosti, katerih so deležni odjemalci, ter zaradi vsega novega medijskega prostora, ustvarjenega z novimi tehnologijami in pristopi, je pozornost odjemalca na določen oglas zelo vprašljiva. Tehnike ter načini oglaševanja se zato spreminjajo in prilagajajo, oglaševanje postaja vse bolj personalizirano, targetirano oz. detajlno ciljano, podprto z analitičnimi demografskimi podatki ter razdelanimi psihološkimi procesi pri nakupnih odločitvah. Kljub spremembi tehnik in načinov pa bistvo oglaševanja ostaja isto: posredovati informacije in prepričevati odjemalce k spremembi stališč ter nakupnem odločanju. Načini posredovanja informacij so zaradi sodobnih ter kreativnih tehnik velikokrat pod vprašajem dovoljenega. Prikrito oglaševanje je sporen način oglaševanja, etično vprašljivo ter zavajajoče dejanje. Gre za neiskreno oglaševanje, ki v sebi skriva prikrit namen. Takšne agresivnejše tehnike oglaševanja velikokrat nezavedno vplivajo na odjemalca, saj na prvi pogled ne delujejo kot oglaševalske vsebine, pa vendar so to oglaševalska sporočila v neki predrugačeni obliki. V magistrskem delu želimo predstaviti in povezati prikrito oglaševanje ter družbene medije, opozoriti na razsežnost, pogostost ter načine pojavljanja ter tovrstno oglaševanje umestiti v korak s sodobnim razvojem oglaševanja na družbenih medijih. V prvem delu magistrske naloge so predstavljena teoretična izhodišča, ki se navezujejo na opredelitev oglaševanja ter prikritega oglaševanja, razvoj ter pomen družbenih omrežij in vpliv prikritega oglaševanja na odjemalca. V drugem delu so na nekaj praktičnih primerih prikazani primeri prikritega oglaševanja na družbenih omrežjih. Na podlagi poglobljenega polstrukturiranega intervjuja je v dveh primerih podrobneje opredeljeno, zakaj in v kolikšni meri organizacije uporabljajo takšno oglaševanje, kako takšno oglaševanje načrtujejo ter kakšne so razlike med vrstami oglaševalskih kanalov. Prikazati želimo učinkovitost prikritega oglaševanja ter druge razloge, ki botrujejo k vse večji uporabi takšnih oglasov ter podobnih praks, katere so zaradi zavajanja odjemalcev velikokrat nedopustne ter manipulativne.
Keywords:
družbena omrežja
,
sodobni mediji
,
prikrito oglaševanje
,
oglaševanje
,
vpliv na odjemalca
Place of publishing:
Maribor
Publisher:
[L. Jurič]
Year of publishing:
2019
PID:
20.500.12556/DKUM-73240
UDC:
659.1
COBISS.SI-ID:
13332252
NUK URN:
URN:SI:UM:DK:HWYE100G
Publication date in DKUM:
22.05.2019
Views:
1625
Downloads:
271
Metadata:
Categories:
EPF
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Vancouver
:
JURIČ, Luka, 2019,
Prikrito oglaševanje na spletnih družbenih omrežjih
[online]. Master’s thesis. Maribor : L. Jurič. [Accessed 11 April 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=73240
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Licences
License:
CC BY-SA 4.0, Creative Commons Attribution-ShareAlike 4.0 International
Link:
http://creativecommons.org/licenses/by-sa/4.0/
Description:
This Creative Commons license is very similar to the regular Attribution license, but requires the release of all derivative works under this same license.
Licensing start date:
12.03.2019
Secondary language
Language:
English
Title:
Subliminal advertising on social networks
Abstract:
The use of social media is continuously increasing. People use it to access information and companies use it to reach potential clients. It is based on interacting, community building and exchanging information, which are also the key advantages of social media as an advertising channel from the advertisers’ perspective. Due to an increasing volume of advertising activities, developing technologies, emerging online platforms and modern advertising techniques, it is becoming more and more difficult for companies to gain the attention of their audience. Advertising techniques are constantly changing and evolving in order to make ads more personalized, targeted, customized and supported by analytical data and consumers’ decision-making processes. Despite the evolving techniques and methods, the advertising objectives remain the same: to convey information and persuade the consumers to change their beliefs and make a purchase. However, new and creative ways of conveying information are often considered questionable due to its subliminal nature. Subliminal advertising is seen as controversial, morally debatable and potentially misleading. Those kinds of adverts usually have a hidden agenda with a subliminal impact on the consumer, since they are not being perceived as advertising content. This thesis focuses on subliminal advertising using social media and highlights the magnitude, frequency and various forms of such advertising. The first part compares several definitions of subliminal advertising, development of social media and the impact such ads have on the consumer. The second part includes case studies of subliminal advertising using interviews and explaining why, to what extent and how companies choose to use subliminal advertising. The objective is to research the effectiveness of subliminal advertising and other factors that impact the increasing use of such ads and similar practices, which mislead the consumer and are therefore considered unacceptable and manipulative.
Keywords:
social media
,
online platforms
,
subliminal advertising
,
advertising
,
impact on consumer
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