FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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Vpliv vključenosti porabnikov na spletnih družbenih profilih znamk na stališča do znamke, priporočila in nakupno nameroRebrica, Natalija ; Golob, Urša, 1977-S pojavom spletnih družbenih omrežij (SDO) in njihovo čedalje večjo priljubljenostjo je sfera marketinškega upravljanja znamk in njihove komunikacije z različnimi deležniki postavljena pred velik ... izziv. SDO so posledica vzpostavitve spleta 2.0, katerega bistvo je interaktivna narava, zato posameznikom omogočajo, da se vključujejo v interakcije z drugimi akterji, med drugim tudi znamkami. Opravljena raziskava se dotakne vprašanja, ali vključenost v znamko na SDO vpliva na stališče do znamke, na ustna priporočila znamke in na nakupno namero. Za raziskovanje je bila uporabljena kvantitativna metoda zbiranja in analize podatkov na vzorcu 185 sledilcev izbrane slovenske znamke na SDO Facebook. Rezultati so pokazali, da vključenost porabnikov na Facebooku pozitivno vpliva na stališče do znamke in priporočila znamke, na nakupno namero pa je vpliv le posreden, prek stališča do znamke. Po opravljeni raziskavi lahko trdimo, da je prisotnost na SDO ključnega pomena za podjetja, ki želijo uspešno upravljati svoje znamke in v povezavi z njimi dosegati pozitivne vedenjske izide pri porabnikih.Source: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 15, št. 29, dec. 2020, str. 61-74)Type of material - article, component part ; adult, seriousPublish date - 2020Language - slovenianCOBISS.SI-ID - 77597955
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source: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 15, št. 29, dec. 2020, str. 61-74)
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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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Rebrica, Natalija | 53551 |
Golob, Urša, 1977- | 28675 |
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