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Vpliv vključevanja porabnikov prek družbenih omrežij znamk na zaznano vrednost in nakupno namero : diplomsko deloHubat, NastjaDružbena omrežja so danes eden izmed glavnih marketinških kanalov, prek katerega poskušajo podjetja s pomočjo vključevanja porabnikov razviti kakovostne odnose, ki jim bodo prinesli nadaljnje ... koristi. Da pa se bodo porabniki sploh pripravljeni aktivno vključevati, morajo podjetja poskrbeti, da pri tem tudi zanje ustvarijo zadostno vrednost. V diplomskem delu se posvetimo preučevanju odnosa med vključevanjem porabnikov na družbenih omrežjih blagovnih znamk, zaznano vrednostjo s strani porabnika, znotraj katere upoštevamo utilitarno, hedonično ter družbeno dimenzijo, in nakupno namero. Na podlagi obstoječih virov smo oblikovali konceptualni model in izpeljali hipoteze o povezavah med zastavljenimi spremenljivkami. Podatke smo pridobili s pomočjo spletne ankete in jih analizirali po metodi najmanjših delnih kvadratov z uporabo programa Smart PLS. Izkazalo se je, da vključevanje porabnikov vpliva na vse dimenzije zaznane vrednosti, pri čemer ima najmočnejši vpliv na hedonično vrednost, najmanjšega pa na družbeno. Z raziskavo smo uspešno potrdili tudi pozitivno povezanost med vključevanjem porabnikov in posameznikovo nakupno namero. Pri vplivu zaznane vrednosti na nakupno namero se je izkazalo, da najmočneje vpliva utilitarna dimenzija; sledi ji hedonična, medtem ko naj bi bil vpliv družbene dimenzije rahlo negativen. V primeru posredne povezanosti spremenljivk vključevanje najmočneje vpliva na nakupno namero prek utilitarne vrednosti; na drugem mestu je hedonična; povezava prek družbene vrednosti pa se je izkazala za nepomembno.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [N. Hubat], 2022Language - slovenianCOBISS.SI-ID - 109236483
Author
Hubat, Nastja
Other authors
Golob, Urša, 1977-
Topics
Vedenje potrošnikov |
Družbena omrežja (internet) |
Trženje |
Univerzitetna in visokošolska dela |
vključenost porabnikov |
zaznana vrednost |
nakupna namera |
družbena omrežja |
consumer engagement |
perceived consumer value |
purchase intention |
social media
Library | Call number – location, accession no. ... | Copy status |
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FSS, J. Goričar Central Social Sciences Library, Ljubljana | Č Ms 17421 Closed stacks | loan not possible |
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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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Hubat, Nastja | |
Golob, Urša, 1977- | 28675 |
Source: Personal bibliographies
and: SICRIS
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