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Title:Digitalni mediji in uporaba digitalnih medijev v marketinške namene : diplomska naloga
Authors:ID Bučar, Jan (Author)
ID Rojko, Katarina (Mentor) More about this mentor... New window
Files:.pdf VS_2024_Jan_Bucar.pdf (908,71 KB)
MD5: 9D3E5806BF18C890768949695423AAF5
 
Language:Slovenian
Work type:Bachelor thesis/paper
Typology:2.11 - Undergraduate Thesis
Organization:FIŠ - Faculty of Information Studies in Novo mesto
Abstract:V diplomski nalogi smo raziskovali trenutne digitalne medije in njihovo uporabo pri digitalnem marketingu. Digitalni mediji vplivajo na vsakodnevno življenje posameznika, na poslovno okolje in družbo. V diplomski nalogi smo preverjali vpliv socialno-demografskih in socialno-ekonomskih dejavnikov na posameznikovo uporabo digitalnih medijev, pozitivne in negativne vplive digitalnih medijev na družbo ter vpliv digitalnega marketinga na razmišljanje kupcev. Ugotavljamo, da so sodobne oblike digitalnih medijev oz. kanali digitalnega marketinga v domeni pripadnikov mlajše populacije, ki lahko kot potrošniki učinkovito izkoristijo vse prednosti tovrstnega oglaševanja. Negativni vplivi digitalnih medijev se kažejo predvsem v zasvojenosti posameznikov in manjši povezanosti ljudi, pozitivni vplivi pa v hitrejši komunikaciji med posamezniki ter boljši in hitrejši dostopnosti informacij. Vpliv digitalnega marketinga na nakupne odločitve potencialnih kupcev je lahko tako pozitiven kakor negativen, pri čemer agresivno oglaševanje večkrat odvrne potrošnika od nakupa.
Keywords:digitalni mediji, digitalni marketing, posameznik, kupec, družba
Place of publishing:Novo mesto
Place of performance:Novo mesto
Publisher:J. Bučar
Year of publishing:2024
Year of performance:2024
Number of pages:XIII, 57 str.
PID:20.500.12556/ReVIS-11069 New window
COBISS.SI-ID:215804675 New window
UDC:004:316.77(043.2)
Note:Na ov.: Diplomska naloga : visokošolskega strokovnega študijskega programa prve stopnje;
Publication date in ReVIS:02.12.2024
Views:220
Downloads:8
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.

Secondary language

Language:English
Abstract:In this diploma thesis, we dealt with current digital media and their use in digital marketing. Digital media influence the daily lives of individuals, the business environment and society. In this thesis we examined the impact of socio-demographic and socio-economic factors on individuals' use of digital media, the positive and negative impact of digital media on society and the influence of digital marketing on consumer thinking. We have found that modern forms of digital media or digital marketing channels are mainly used by the younger population, who as consumers can effectively take advantage of all the benefits of this type of advertising. The negative effects of digital media are mainly seen in the dependency of individuals and less interpersonal connection, while the positive effects are seen in the faster communication between people and better and faster access to information. The influence of digital marketing on the purchasing decisions of potential buyers can be both positive and negative, with aggressive advertising often deterring consumers from making a purchase.
Keywords:digital media, digital marketing, individual, consumer, society


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