FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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Odnos porabnikov do personaliziranih sporočil v slovenskih marketinških praksah : diplomsko deloBele, ŽivaPersonalizacija oz. prilagoditev komunikacije posameznim kupcem je že nekaj let med glavnimi trendi v marketinških praksah. Napredek pri metodah zbiranja podatkov, analitiki, digitalni elektroniki in ... digitalni ekonomiji je omogočil tržnikom, da uporabijo učinkovitejše, bolj realistične in dolgotrajnejše taktike personalizacije uporabniške izkušnje. Trg personaliziranih marketinških praks je dandanes že zelo razvit, kar pomeni, da so jim porabniki izpostavljeni. Med personalizirane marketinške prakse uvrščamo tudi personalizirana oglasna sporočila. Porabniki se srečujejo z različnimi vrstami oglasov, neposredno na izbranih spletnih straneh in prek drugih kanalov. Veliko podjetij uporablja personalizirana sporočila kot način ustvarjanja odnosa s porabniki. Vendar pa je personalizacija danes občutljivo področje in se pogosto povezuje z vprašanjem zasebnosti in iritacije porabnikov. Obstaja večje število dejavnikov, ki vplivajo na odnos porabnika do izbranega personaliziranega sporočila. Študije na področju marketinga avtorjev Jun in Lee (2007) opredeljujejo zaznano personalizacijo, informativnost, zabavo, kredibilnost in iritacijo kot odločilne. S pomočjo empirične raziskave smo poskušali prikazati vpliv omenjenih dejavnikov na odnos porabnika do izbranega personaliziranega oglasnega sporočila - elektronske pošte, spletne pasice in pojavnega okna. Na podlagi pridobljenih podatkov in opravljene analize smo ugotovili, da imajo informativnost, zabavnost in kredibilnost največji vpliv na porabnikov odnos do personaliziranih sporočil. Dejavnik personalizacija in iritacija praktično nima vpliva.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [Ž. Bele], 2020Language - slovenianCOBISS.SI-ID - 24141571
Author
Bele, Živa
Other authors
Podnar, Klement
Topics
Trženje |
Marketing |
Potrošniki |
Consumers |
Oglaševanje |
Advertising |
Diplomska dela |
Graduate theses |
marketing |
oglasi |
personalizacija |
marketing |
ads |
personalization
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Č Ms 0000016824 Closed stacks Č Ms 16824 Closed stacks |
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Bele, Živa | |
Podnar, Klement | 21606 |
Source: Personal bibliographies
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