20.500.12556/ReVIS-8533 Vpliv družbenih medijev na proces odločanja potrošnika diplomska naloga V diplomski nalogi predstavim, na katere ravni in katere faze odločanja kupca najbolj vplivajo družbena omrežja Facebook, Instagram in YouTube. V nalogi sem ugotovil, da omrežja najbolj vplivajo na raven omejenega reševanja problemov ter na fazi prepoznave potrebe in raziskovanja pred nakupom. Ugotovil sem tudi, da je vpliv družbenih omrežji na proces odločanja kupca odvisen od vrednosti nakupa, in da med raziskovanimi omrežji na proces odločanja kupca najbolj vpliva Facebook. Raziskava je pokazala, da omrežja bolj vplivajo na ženske in nižje izobražene potrošnike, na mlajšo populacijo pa ne. Prav tako pa sem nepričakovano ugotovil, da družbena omrežja ne vplivajo najbolj na nakupe nižje vrednosti. In my diploma thesis I present which leves and which stages of buyer decision process are most impacted by Facebook, Instagram and Youtube. The results showed that social networks have the greatest impact on limited level of decision making process and most impacted are problem recognition stage and information search stage. Research showed that the value of purchase is important and that from researched networks Facebook has the most impact on it's users. Results also showed that social media has bigger impact on women and those with lower education but not on the younger people. Social media does not impact the lower value purchases the most, which I anticipated wrong. proces odločanja faze odločanja ravni odločanja družbena omrežja vpliv družbenih omrežij na potrošnika consumer buyer decision process levels of decision process stages of decision process social media impact of social media on consumer true true false [D. Bertole] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2021-12-03 14:08:14 2021-12-03 14:08:14 2024-06-12 17:01:50 0000-00-00 00:00:00 2021 0 Novo mesto 2021 Novo mesto Na ov.: Diplomska naloga : visokošolskega strokovnega študijskega programa prve stopnje; XIII, 64 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 005.53:077.5:366 87755011 VS_2021_Denis_Bertole.pdf VS_2021_Denis_Bertole.pdf 1 955E280BCABFBB0DDCADE0F206767A85 c26d13db95cecaa6816fdd88b673aa69e8ec2efa15035ed3383ae43573c4d7d7 1a88aa03-2899-11ef-9c9e-001a4af901a5 https://revis.openscience.si/Dokument.php?lang=slv&id=9043 Fakulteta za informacijske študije v Novem mestu 0 0 0