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Since consumers have learnt to actively avoid traditional forms of marketing communication, viral advertising is becoming an increasingly important marketing technique. However, little research has been done in this area, especially on the Slovenian market. The aim of this paper is to explore the characteristics of Slovenian viral advertising and to define key factors that contribute to their viral effect. Taking memetic approach to advertising, which treats advertisements independently from consumers, the focus is on content factors. The empirical research compares samples of Slovenian viral and non-viral adverts, where categories, such as purpose, advertising appeal, provocativeness, authenticity and performers, are analysed. The results show that the emotional appeal stimulating positive emotions with a high level of activation is the most important factor of viral advertising effectiveness. Furthermore, the purpose of viral advertisements is more often branding, in contrast to non-viral advertisements, whose aim is mostly to give information or call to action. Lastly, some other important factors are also humor appeal, sexual appeal, anomalous juxtaposition, celebrities, intertextuality and provocativeness. Virusno oglaševanje postaja vse pomembnejša marketinška tehnika, saj so se potrošniki naučili aktivno izogibati tradicionalnim oblikam tržnega komuniciranja. Vendar je to področje še vedno dokaj neraziskano, predvsem na slovenskem trgu. Namen te raziskave je bil preučiti značilnosti slovenskih virusnih oglasov in izpostaviti ključne dejavnike, ki povečajo njihovo virusnost. V skladu z memetičnim pristopom k oglaševanju, ki oglas obravnava neodvisno od potrošnika, se osredotočamo predvsem na vsebinske dejavnike. V raziskavi z analizo vsebine primerjamo vzorca slovenskih virusnih in nevirusnih oglasov, pri katerih preučimo kategorije, kot so namen, vrsta apela, provokativnost, avtentičnost, nastopajoči in druge. Rezultati kažejo, da je najpomembnejši dejavnik uspešnosti virusnega oglaševanja čustveni apel, ki spodbuja pozitivna čustva z visoko stopnjo aktivacije. Virusni oglasi se od nevirusnih razlikujejo tudi po namenu, saj je pri virusnih ta mnogo pogosteje usmerjen v znamčenje, medtem ko gre pri nevirusnih večinoma za informiranje ali poziv k akciji. Drugi pomembni dejavniki virusnosti so še humorni apel, seksualni apel, nenavadna postavitev elementov, slavne osebe, intertekstualnost in provokativnost.

The authors present an analysis of food practices based on the research project "Media consumption, class and cultural stratification". A cluster analysis of data obtained from a random sample of the adult population in Ljubljana and Maribor, the two biggest cities in Slovenia, revealed four food cultures: Aspiring traditionalists (27% of the sample), Struggling traditionalists (32%), Health conscious and socially responsible hedonists (29%) and Traditionalists, adapted to urban trends (12%). The findings support previous research which recognises significant associations between food practices, socio-demographic factors (particularly education), values and cultural consumption. The data show that food practices in Ljubljana and Maribor are still primarily traditionalistic, as are several other practices of everyday life. Prispevek prikazuje rezultate vprašanj o prehranjevalnih navadah in odnosu do prehranjevanja iz raziskave Medijska potrošnja, razred in kulturna stratifikacija, ki je bila opravljena na reprezentativnem vzorcu odraslih prebivalcev Ljubljane in Maribora. Opiše in analizira štiri homogene ter med seboj dobro ločene skupine, ki so jih avtorji identificirali z Wardovo metodo hierarhičnega razvrščanja: aspirativne tradicionaliste (27 % vzorca), socialno ogrožene tradicionaliste (32 % vzorca), zdravstveno ozaveščene in družbeno odgovorne hedoniste (29 % vzorca) ter urbano adaptirane tradicionaliste (12 % vzorca). Podobno kot prispevki sorodnih raziskav tudi pričujoča razprava potrjuje tezo o povezanosti med prehranskimi navadami, odnosom do prehranjevanja ter vrednotami in kulturnimi praksami. Ugotavlja, da v urbanem okolju, dveh največjih slovenskih mestih, kljub vse raznovrstnejši kulinarični ponudbi na trgu še vedno prevladujejo tradicionalistične prehranske prakse, ki se povezujejo z nazadnjaštvom in tradicionalnimi praksami tudi na drugih področjih vsakdanjega življenja.

To increase a website traffic, online advertising is often employed. Choosing the right type of advertising and continuously measuring the performance of the campain are essential conditions for success. This is a case study of two advertising campaigns promoting an online food delivery service lakomlacen.si: one on the Google search engine and the other one on Facebook. Online advertising had a strong impact on increasing the popularity of the site and on the provision of its services. Advertising on Facebook attracted more visitors than advertising on Google. On the other hand, advertising on Google brought more desirable visitors, as they stayed on the website longer, visited more pages and placed more orders. Given that the goal of the website is to collect orders, advertising on Google brings better results. Spletno oglaševanje se pogosto uporablja tudi za povečanje obiskanosti spletnega mesta. Za uspeh pa je pomemben izbor prave oblike oglaševanja in sprotno merjenje odziva. Na študiji primera, portalu za naročanje hrane lakomlacen.si, smo izvedli dve oglaševalski akciji: eno na iskalniku Google in drugo na družbenem omrežju Facebook. Z orodjem Google Analytics smo merili obiskanost spletnega mesta pred oglaševanjem, med njim in po njem. Spletno oglaševanje je močno vplivalo na večjo obiskanost portala in povečanje naročil. Oglaševanje na Facebooku je prineslo več obiskovalcev kot oglaševanje na Googlu, vendar je oglaševanje na Googlu pripeljalo kvalitetnejše obiskovalce, ki so se na spletnem mestu zadržali dlje časa, si ogledali več podstrani in izvedli več naročil. Glede na cilj portala, ki je predvsem pridobivanje naročil, je najbolj smiselno še naprej izvajati oglaševanje na Googlu.

This paper addresses the use of mobile technology as a new medium for interactive digital advertising. It also addresses consumer attitudes to mobile advertising. The paper's purpose is to present key factors affecting Slovenian consumers' attitudes to mobile advertising and the potency of future advertising strategies that would enhance the user experience of mobile advertising. Based on previous experiences with mobile advertising among Slovenian consumers the paper also addresses the consequences of the inappropriate behaviour of advertisers and mobile providers. Our research model adapts and extends the conceptual model/framework of SMS advertising that was tested on Finnish consumers. The data were analysed with multivariate statistical methods and the majority of hypotheses were confirmed in the analysis. The results may serve as a basis to help advertisers improve their mobile advertising strategies. Prispevek obravnava uporabo sodobne mobilne tehnologije kot novega medija interaktivnega digitalnega oglaševanja ter odnosa do tovrstnih oblik oglaševanja s strani uporabnikov mobilnih naprav. Osnovni namen prispevka je izpostaviti ključne dejavnike, ki vplivajo na odnos slovenskih potrošnikov do mobilnega oglaševanja in s katerimi lahko oglaševalci pripomorejo k izboljšanju uporabniške izkušnje z oglaševanjem prek mobilnih naprav. Na osnovi preteklih izkušenj slovenskih potrošnikov z mobilnim oglaševanjem so izpostavljene tudi posledice neprimernega ravnanja posameznih oglaševalcev in mobilnih operaterjev. Raziskovalni model temelji na prilagojenem teoretskem modelu raziskovanja SMS oglaševanja med finskimi potrošniki. Za analizo ključnih podatkov smo uporabili multivariatne statistične analize in z njo potrdili večino zastavljenih domnev, na podlagi rezultatov pa podali ideje za izboljšanje strategij mobilnega oglaševanja.

This article studies phenomena which can be defined as politically pathological. These phenomena negatively reflect the psychological and morally political attitudes of citizens regarding politics. The authors note an increase in voter abstention and the rise of populism in Central and Eastern European Countries as well as in the Baltic States, which together joined the European Union in 2004, as two elements of political pathology and connect them with a democratic regression. They stem from the assumption that cynicism, apathy, alienation, dissatisfaction and other negative psychologicaland morally political conditions that are generated at a micro level and demonstrated in attitudes to politicians, political institutions, political parties and politics as such are manifested on the macro level as anincrease in voter abstention and the strengthening of populism. The authors hypothesise a reciprocal cyclical process, meaning that a low voter turnout or noticeable drop in voter turnout also indicates a higher proportion of populism and a democratic setback, and inversely. They anticipate the parallelism of greater electoral abstinence, the rise of populist parties and the poor democratic assessment of countries. The analysis includes eight countries and puts them in a comparative frame in terms of voting abstention dynamics, the rise in populism and the state of democracy. Članek se ukvarja s pojavi, ki jih lahko opredelimo kot politično patološke. Gre za pojave, ki odsevajo negativen psihološki in moralnopolitični odnos državljanov oziroma javnosti do političnega. Avtorja izpostavljata naraščanje volilne abstinence in vzpon populizma v državah srednje in Vzhodne Evrope ter državah Baltika, ki so leta 2004 skupaj vstopile v Evropsko Unijo, kot dva izmed elementov politične patologije, ter ju povezujeta z regresijo demokracije. Izhajata iz predpostavke, da se cinizem, apatija, alienacija, nezadovoljstvo in druga negativna psihološka in moralnopolitična stanja, ki segenerirajo na mikroravni in se kažejo v odnosu do političnih institucij, politikov, političnih strank in do politike kot take, na makroravni manifestirajo v naraščanju volilne abstinence oziroma v krepitvi populizma in hkrati v regresiji demokracije. Domnevata, da gre za povraten cikličen proces in da bosta tam, kjer se pojavlja nizka volilna udeležba oziroma je opazen padec volilne udeležbe, v večji meri prisotna tudi populizem in demokratično nazadovanje ter obratno. Predvidevata torej sovpadanje oziroma vzporednost višje volilne abstinence, vzpona populističnih strank na volitvah in slabše demokratične ocene države. Analizirata osem držav, ki jih postavita v primerjalne okvire glede na dinamiko volilne abstinence, vzpon populizma in stanje demokracije.

As an up-to-date communication channel, the Internet can offer a lot to marketing communications although its specifics should be respected to effectively utilise it and to avoid counter-productive outcomes. In our study traditional approaches to Internet metrics are upgraded with insights offered by utilising exploratory network analysis methods to investigate how people actually browse through the Internet. The aim is to improve understanding of the conventional reach figures by gaining more knowledge about the relations between website audiences. The exploratory network analysis of automatic audience measurement logs yields valuable results: the visualisation of network browsing patterns, clusters of structurally equivalent sites and the projection of browsing probabilities on the clusters fully reveal the relations between audiences in Slovenia in 2006 and enable more sophisticated Internet marketing communications planning. Internet kot sodobni komunikacijski kanal ponuja trženjskemu komuniciranju veliko možnosti, ki pa prinašajo pozitivne učinke, le če upoštevamo njegove posebnosti. V našem prispevku nadgradimo tradicionalne pristope za merjenje interneta z izsledki uporabe metod opisne analize omrežij. Cilj je dopolniti podatke o dosegu (angl. reach) z razumevanjem povezav med obiskovalci spletnih mest. Vizualizacija vzorcev pregledovanja omrežja, skupine strukturno enakovrednih spletnih mest in izračuni verjetnosti pregledovanja za te skupine celovito opišejo povezave med obiskovalci v celotnem nacionalnem omrežju komercialnih spletnih mest v Sloveniji jeseni 2006. Šele te informacije omogočijo učinkovitejše trženjsko komuniciranje na internetu, zgolj s prikazi dosega pa jih zanemarimo, čeprav jih neobdelani podatki za izračunavanje dosega vsebujejo.

The paper highlights questions of the amount and quality of political participation in post-socialist contexts, especially in Slovenia. On the basis of international comparative studies, previous empirical research in Slovenia and their own public opinion research conducted in 2002 in Slovenia the authors make the following findings: a) the relatively low and declining political participation in the new political system while premodern, modern and buds of post-modern politics still co-exist; and b) the very unequal distribution of social resources and perceptions that support political participation. By analysing public opinion data in Slovenia from 2002 the authors discover six patterns of political participation and the key social barriers of concrete patterns with regard to the respondents' social resources, perceptions of the economy, political system and political orientations.

V članku je opisan in z metodološkega vidika ovrednoten proces nastajanja empirične tipologije na osnovi ključnih vrednot in stališč. Sam proces je sestavljen iz osnovnega hierarhičnega združevanja v skupine, prepoznavanja možnih razvrstitev, preverjanja njihove optimalnosti z metodo voditeljev, izbire iz statističnega in teoretskega vidika najprimernejše razvrstitve ter končno še osnovne in dopolnilne opredelitve vsebine oziroma pomena tipov.

Povzetek. Različne načine vplivanja na oblikovanje in izvajanje konkretnih politik lahko razumemo kot lastnosti akterjev policy mrež in posredno tudi policy mrež samih. Zato smo v raziskavi izmerili in preučili kako pogosto izbrane slovenske interesne skupine izvajajo štirinajst različnih aktivnosti, s katerimi skušajo vplivati na oblikovanje in izvajanje različnih politik. Izdelali smo empirično tipologijo interesnih skupin ter prepoznali štiri tipe interesnih skupin. Za vsak tip smo opisali specifični način vplivanja na oblikovanje in izvajanje politik. Tipologijo smo nato povezali z uspešnostjo delovanja interesnih skupin, z vrstami interesov, ki jih zastopajo, ter z njihovimi organizacijskimi značilnostmi.

Spiritualnost še danes sodi med izraze brez prave pomenske jasnosti, vendar lahko med literaturo vseeno prepoznamo tri elemente, ki jo najpogosteje opredeljujejo to so »Bog«, sebstvo in drugi. Zanimanje za spiritualnost in storitve znotraj nje je med pandemijo COVID-19 krepko naraslo. To prav tako velja za spiritualni turizem, ki ga nekateri označujejo celo za trend po-COVID-19 družbe. Vendar je pomembno, da se zavedamo tudi njegovih kontroverznih vidikov, med katerimi je ključna komodifikacija spiritualnosti. Na področju spiritualnega turizma zaenkrat primanjkuje marketinških raziskav. Na voljo je zgolj nekaj splošnih vpogledov v lastnosti spiritualnih popotnikov, na podlagi katerih so nastajali prvi nasveti glede marketinškega načrtovanja spiritualnih nastanitev. V želji doprinosa k akademski pokritosti tega področja sem si kot temeljni cilj diplomskega dela zastavila zasnovo marketinškega načrta za spiritualno turistično nastanitev v slovenskem prostoru. Prek vprašalnika sem spiritualne potrošnike v slovenskem prostoru razvrstila v štiri segmente, tri od teh pa določila kot ciljne. Zanje sem kot splošno marketinško strategijo priporočila osredotočeno diferenciacijo, kot cenovno strategijo pobiranje smetane, v sklopu distribucijskih kanalov pa pot ničelne in ene ravni. Pri načrtovanju pozicioniranja, ponudbe in tržne komunikacije sem medtem svetovala, da se nastanitev osredotoči predvsem na pristnost, toplino in skrb za visoko učinkovitost spiritualnih praks. Spirituality remains a concept, lacking semantic clarity, yet three recurring elements of its definition emerge from the literature: "God," the self, and others. The COVID-19 pandemic has sparked interest in spiritual activities and services. Spiritual tourism is the one, that stands out the most, and could even become a trend of post-pandemic society. However, it is important to acknowledge the controversial aspects that it brings, particularly the commodification of spirituality. There is a lack of comprehensive marketing research in the field of spiritual tourism. Only a few general insights into the characteristics of spiritual travelers are available, upon which rudimentary guidelines for marketing planning of spiritual accommodations were created. To contribute to the academic discourse in this field, the principal objective of my thesis was to develop a marketing plan for spiritual accommodation in Slovenia. Using a questionnaire, I classified spiritual consumers within the Slovenian region into four distinct segments, identifying three of them as target ones. For these target segments, I advised the implementation of focused differentiation as overall marketing strategy, and accordingly, skimming as price strategy. Furthermore, I recommended the adoption of zero-level and one-level distribution channels. And finally, in terms of positioning, product and marketing communication, I highlighted the importance of authenticity, warmth and commitment to efficiency of spiritual practices.

V praksi živila običajno kupujemo v fizičnih trgovinah, kjer imamo kot porabniki možnost, da se pred nakupom sami v živo prepričamo o ustreznosti iskanega izdelka. V zadnjem obdobju pa imamo možnost, da živila kupimo tudi preko spleta. Pregled literature kaže, da obstaja kar nekaj ključnih razlogov, zakaj se porabniki odločajo za spletno nakupovanje in tudi spletno nakupovanje živil, vendar so študije, ki ponujajo vpogled v različne segmente porabnikov, ki opravljajo nakupe preko spleta, bolj redke. V magistrski nalogi želim zato odgovoriti na naslednje raziskovalno vprašanje: kdo oz. kakšni so slovenski porabniki, ki kupujejo živila preko spleta, in na kaj morajo biti trgovci na področju spletnega nakupovanja pozorni, ko oblikujejo segmente porabnikov, ki jih želijo nagovoriti. Za proučitev raziskovalnega vprašanja sem izvedla opisne oz. deskriptivne raziskave, za katere so značilni kvantitativni raziskovalni pristopi. Za lažje oblikovanje vprašanj za anketo sem izvedla tudi fokusno skupino s posamezniki, ki so že prakticirali vsaj eno obliko spletnega nakupovanja. Analiza rezultatov raziskave je pokazala, da obstajajo trije segmenti porabnikov – nevtralci, tradicionalni kupci, spletni navdušenci. In practice, we usually buy groceries in physical stores, where we as consumers can see the suitability of the product we are looking for before purchasing. In the last period, however, we have the possibility to buy groceries online. The literature reviews show that there are quite a few key reasons why consumers choose to shop online, including online grocery shopping, but studies that provide insights into the different segments of online shoppers are rarer. In my master's thesis, I therefore want to answer the following research question: who are the Slovenian consumers that buy food online and what should the merchants pay attention to in the field of online shopping when designing the consumer segments, they want to address. To examine the research question, I carried out descriptive research characterized by quantitative research approaches. To make it easier to create questions for the survey, I also conducted a focus group with individuals who have already practiced at least one form of online shopping. The analysis of the research results showed that there are three consumer segments – neutrals, online enthusiasts, traditional buyers.

S povečanjem digitalizacije se je glede na statistične podatke nakupovanje izdelkov pri mnogih potrošnikih preselilo na splet. Spletno okolje pa od ponudnikov storitev zahteva prilagajanje že ustaljenih praks, kot so strategije okrevanja. Slednje pomagajo razreševati napake, s katerimi se med storitvijo soočijo potrošniki. V fizičnem okolju se proces odvija interaktivno, iz oči v oči, zato je prilagajanje potrošnikom v procesu okrevanja precej lažje, spletno okolje pa po drugi strani v tem procesu ponuja svoje prednosti in slabosti. V diplomskem delu smo se tako v empiričnem delu spraševali o razlikah med fizično storitvijo in spletno storitvijo, o značilnostih spletnih trgovin, napakah in strategijah okrevanja v spletnem okolju ter o teoriji pravičnosti, s katero potrošniki najpogosteje ocenjujejo strategije okrevanja. Na podlagi izsledkov preteklih raziskav smo v sklopu teoretskega dela razvili posodobljen model povratne zanke, ki prikazuje prilagojene korake za razvijanje programa strategij okrevanja v e-storitvah. Empirični del raziskovalne naloge temelji na anketnem vprašalniku, na katerega je odgovorilo 372 potrošnikov iz Slovenije. Raziskava je dokazala, da lahko potrošnike v primeru blage napake razdelimo v štiri in v primeru resne napake v tri segmente ter na podlagi segmentov opredelimo njihova temeljna pričakovanja do strategije okrevanja, komunikacije v procesu okrevanja in kanala, prek katerega poteka okrevanje napake. According to statistics, the purchasing of products has moved online for many consumers with the increase of digitization. The online environment, however, requires service providers to adapt established practices such as recovery strategies. The latter helps resolve failures encountered by consumers during the service. In a physical environment, the process takes place interactively, face-to-face, so adapting to consumers in the recovery process is much easier. In contrast, the online environment, on the other hand, offers its advantages and disadvantages in this process. In the thesis, in the empirical part, we questioned the differences between physical service and online service, the characteristics of online stores, failures and recovery strategies in the online environment, and the justice theory, with which consumers most often evaluate recovery strategies. Based on the results of past research, we have developed an updated feedback loop model as part of the theoretical work, which shows adapted steps for developing a program of recovery strategies in online services. The empirical part of the research study is based on a survey questionnaire answered by 372 consumers from Slovenia. The research proved that consumers could be divided into four segments in the case of a minor failure and three in the case of a severe failure. Based on the segmentation, we can define the basic expectations of each segment regarding the recovery strategy, communication in the recovery process and the channel through which the failure recovery takes place.

Podjetje Meta (prej Facebook) je leta 2018 posredno sodelovalo v škandalu, ki je bil neposredno povezan s podjetjem Cambridge Analytica. Cambridge Analytica je s pomočjo orodij (z anketami v digitalni obliki) na družbenem omrežju Facebook na sumljiv način prišlo do osebnih podatkov uporabnikov, ki so bili uporabljeni v prid promocije takratnih volitev v Ameriki s strani republikancev. Javnost se je na škandal ostro odzvala in podjetje Facebook okrivila, da ni naredilo dovolj za zaščito podatkov, ki so bili predani tretji osebi. V magistrskem delu bomo s pomočjo znanstvenih virov in aktualne politike zasebnosti podatkov analizirali spremembe, ki so bile izvedene na področju komuniciranja politike zasebnosti, in na kakšen način so z vidika marketinškega komuniciranja implementirali te spremembe. Zanima nas, kakšno je bilo krizno komuniciranje podjetja Meta (prej Facebook). Analizirali bomo časovno obdobje 2018 – 2022, ki predstavlja obdobje od začetka javne razprave glede politike zasebnosti na družbenih omrežjih vse do danes. Osrednja raziskava predstavlja situacijsko analizo tistih, ki so izrabljali podatke, na podlagi načel dobrega marketinga. Ta naj bi bil vedno odkrit in v korist ljudi in naročnikov. Sledi raziskava percepcije ljudi o informacijski zasebnosti na družbenih omrežjih. Najti želimo odgovor na vprašanje, ali Meta kot podjetje dela dovolj v smeri politike zasebnosti. Osnova za analizo je torej marketing in krizno komuniciranje podjetja Meta, kateri sledijo implikacije za izboljšanje kriznega komuniciranja in marketinga v smeri politike zasebnosti na družbenem omrežju Meta. In 2018, Meta (formerly Facebook) was indirectly involved in a scandal directly linked to Cambridge Analytica. With the help of tools (surveys in digital form) on the social network Facebook, Cambridge Analytica obtained the personal data of users in a suspicious way, which were used in favor of the promotion of the then American elections by the Republicans. The public have strongly reacted to the scandal, blaming Facebook for not doing enough to protect data that was handed over to a third party. In this master's thesis, we will analyze, with the help of scientific sources and the current data privacy policy, what changes have been implemented in the field of privacy policy communication and how these changes have been implemented from the point of view of marketing communication. We are interested in what the crisis communication of Meta (formerly Facebook) was like. For the analysis, we will take the time period 2018 – 2022, which represents the period from the beginning of the public debate regarding the privacy policy on Facebook until today. The central research presents a situational analysis of those who used the data, based on the principles of good marketing, which should always be open and for the benefit of people and users. A survey of people's perception of information privacy on social networks follows. We want to find an answer to the question of whether Meta as a company does enough in the direction of privacy policy. The basis for the analysis is therefore the marketing and crisis communication of the company Meta, followed by implications for the improvement of crisis communication and marketing in the direction of the privacy policy on the Meta's social network.

Razcvet spleta in spletnega nakupovanja sta z neomejenimi možnostmi komuniciranja med uporabniki slednje spremenila v aktivne potrošnike, ki kritično presojajo informacije na spletu, njihov vir informacij pa niso več le informacije podjetij. V diplomskem delu sem izpostavila nekaj ključnih sprememb in pojavov, ki jih porast uporabe spleta prinaša tako potrošnikom kot podjetjem, nato pa se konkretno osredotočila na uporabniške ocene. Zanimalo me je, katere lastnosti slovenskim uporabnikom spleta v današnjem času povečujejo kredibilnost in verodostojnost prebrane uporabniške ocene. S povzetkom pregleda literature sem pripravila okvir za izvedbo poglobljenih intervjujev z izbranimi sodelujočimi, ki redno nakupujejo prek spleta in pred nakupom novega izdelka ali storitve prebirajo uporabniške ocene. Na podlagi presojanja določenih uporabniških ocen in neposrednih vprašanj lahko trdim, da so se nekatere lastnosti, ki so jih kot temeljne za presojanje kredibilnosti opredelili drugi avtorji, izkazale za pomembne tudi slovenskim bralcem uporabniških ocen. Za najpomembnejši dejavnik kredibilnosti se je tako pokazala moč argumentacije, znotraj nje pa sta bili najmočnejši dimenziji razsežnost in dvostranskost sporočila. Konkretna argumentacija in opis lastnosti izdelka ob uporabi ter navajanje tako pozitivnih kot negativnih lastnosti hkrati so za slovenske bralce nekateri izmed ključnih indikatorjev realnosti in verodostojnosti ocene. Za pomembno se je izkazalo tudi negativno uokvirjanje informacij, saj so bralci mnenja, da imajo negativne ocene manj možnosti, da jih je napisalo podjetje samo. Nasprotno z informacijami virov drugih avtorjev pa sta se za zanemarljiva dejavnika povečanja kredibilnosti ocen izkazala kredibilnost vira in vrednotenje spletnih ocen. Rapid development of the web and online shopping has turned, due to unlimited ways of communication, the users of the web into active consumers, who critically assess the information on the web and whose source of information is no longer only the company. In this paper, I highlighted some key changes and developments, brought about to consumers and companies by the increase in the web use, and then I focused on customer reviews. I was interested in the characteristics that, according to Slovene web users, nowadays increase a company's credibility and the reliability of a read customer review. By providing an overview of literature, I prepared a framework to conduct in-depth interviews with the selected participants who regularly shop online and read customer reviews before purchasing a new product or service for the first time. Based on the assessment of certain customer reviews and direct questions, I can claim that some characteristics, determined as essential to assess credibility by other authors, proved to be important to Slovene readers of customer reviews as well. The most important factor of credibility proved to be argumentation quality, and the strongest aspects within it were the comprehensiveness of the review and opposing viewpoints. According to Slovene customers, providing concrete argumentation and description of a product's characteristics upon its use as well as stating both positive and negative aspects are some of the key indicators of reliability and credibility of the review. Another important aspect was also negative information framing, as readers believe it is less likely that a company would give its products or services a negative review. In contrast to the information of sources provided by other authors, two negligible factors of the increased credibility of reviews proved to be source credibility and review rating.

V magistrskem delu spoznavamo problem uporabe lažnih všečkov z namenom umetnega napihovanja priljubljenosti blagovnih znamk na družbenem omrežju Facebook. S pomočjo kvalitativne metode poglobljenih interjujev, ki smo jih opravili s petimi skrbniki blagovnih znamk na družbenem omrežju Facebook, smo želeli ugotoviti, zakaj blagovne znamke stremijo k vedno višjim številkam všečkov na svojih Facebook straneh in posameznih objavah. Posebno pozornost smo namenili spoznavanju lažnih Facebook profilov in všečkov, zanimalo nas je, kako skrbniki blagovnih znamk slednje prepoznajo ter v kolikšni meri se lažnih Facebook všečkov poslužujejo blagovne znamke, prisotne v Sloveniji. Študija kaže, da je Facebook še vedno primarna izbira podjetij, ki se želijo preko družbenih omrežjih približati svoji ciljni publiki. Blagovne znamke stremijo k vedno višjemu številu všečkov, saj slednje dojemajo kot družbeni dokaz priljubljenosti. Da bi umetno dvignili število všečkov, se blagovne znamke lahko poslužijo tudi uporabe lažnih Facebook všečkov. To so Facebook profili, ki so ustvarjeni za dobičkonosne, zlonamerne ali družbene dejavnosti. Ugotovili smo, kako prepoznati lažne Facebook profile, na podlagi poglobljenih intervjujev pa sklenili, da se blagovne znamke na slovenskih tleh lažnih Facebook všečkov poslužujejo v manjši meri. This work explores the problem of using fake likes with the purpose of artificially increasing brand popularity on Facebook. The aim was to research the reasons why brands try to collect as many likes on their posts and Facebook pages. This was done by interviewing five social media brand managers. The main focus was to discover fake Facebook likes and profiles, how social media managers identify these, and to what extent brands in Slovenia use these kind of profiles/likes with the purpose of boosting brand’s popularity on Facebook. The studies show that Facebook is still a primary choice for companies to connect with their customers. The brands aim for a high number of likes because these are treated as the main criteria for a brand’s popularity. It is possible that the brands use fake Facebook likes to boost the count of likes artificially. The likes are collected from fake Facebook profiles which are created with the purpose of making a profit by soliciting malicious or social activity on social network. The work explores how to identify Facebook profiles. In addition, based on the interviews performed, it is shown that brands in Slovenia do not make use of the fake Facebook likes or do so in limited fashion.

Iskal sem odgovor na vprašanje o možnostih oglaševanja v ešportih (tudi e-športi), tj. tekmovalnem igranju videoiger in raziskoval doživljanje tovrstnih sporočil s strani udeležencev slovenskih dogodkov. Pregledu teorije in stanja oglaševanja e-športov po svetu ter pri nas, je sledilo pridobivanje odgovorov na raziskovalno vprašanje s pomočjo spletne ankete, poslane izključno udeležencem največjega tovrstnega dogodka v Sloveniji, EPICENTER 16. Kvantitativno sem analiziral 107 odgovorov in ugotovil, da imajo v povprečju vsi zmerno pozitivno naklonjenost sponzorjem dogodkov in bi raje kupili izdelek znamke, ki oglašuje na dogodku. S pomočjo nehierarhičnega združevanja v skupine z metodo voditeljev, sem respondente razvrstil v tri izrazite skupine - Zmerneži, Navdušenci in Fokusiranci. Navkljub majhnemu številu članov v posamezni skupini (N=57), so se le-te odzivale po pričakovanjih, vendar velikost vzorca omejuje posploševanje na populacijo. Nadaljnjo raziskovanje na področju mora biti ali zastavljeno širše in mora poizkusiti empirično zajeti celoten spekter e-športov (ekipe, igralci, turnirji, lige, razvijalci, itn.), ali biti zelo fokusirano in kvalitativno analizirati določen pojav znotraj industrije. I looked at how advertisers can utilize esports (competitive video games) to advertise and the perception of these communication messages in the eyes of attendees of Slovenian gaming events. After analyzing the theory and the current state of esports around the world and in Slovenia, I searched for answers to the research question through an empirical web survey sent exclusively to attendees of the largest esports event in Slovenia, EPICENTER 16. Quantitative analysis of 107 respondents finds that on average, all respondents have slightly positive sympathy to sponsors of events and they would prefer to buy a product from an advertiser at the esports event in question. Through non-hierarchical clustering, I grouped the respondents in three distinct groups - “Moderates”, “Enthusiasts” and “Focuseds”. Although the number of cluster members was small (N=57), they responded in accordance with expectations, although the small total sample size limits generalizations to a wider population. Further research on the field has to either be broader and try to empirically cover the whole esports ecosystem (teams, players, tournaments, leagues, developers, etc.), or be very focused and qualitatively analyze an aspect of the esports industry.

Magistrska naloga preučuje dejavnike, predvsem ekonomske in sociološke, ki vplivajo na nakupno vedenje potrošnikov luksuza in ponaredkov luksuznih proizvodov, z namenom apliciranja ugotovitev na slovenske potrošnike torbic prestižnih blagovnih znamk. V prvem poglavju predstavim postkeynesijansko ekonomsko teorijo in več socioloških teorij s poudarkom na Thorstein Veblenu in razkazovalni potrošnji. V drugem poglavju predstavim prestiž in vse njegove definicije, odvisne od družbenega konteksta, ter se kasneje osredotočim na potrošnjo prestiža v času demokratizacije luksuza. V tretjem poglavju so bolj specifično predstavljene prestižne blagovne znamke, njihovo tržno komuniciranje s katerim gradijo svojo simbolično podobo in ključne matrike, ki jih bom kasneje uporabila v svoji empirični raziskavi. V četrtem poglavju se poglobim v ponaredke luksuznih izdelkov in razloge za potrošnjo le-teh, kot druge dimenzije luksuzne industrije. V petem poglavju se specifično osredotočim na torbice in sicer njihov zgodovinski razvoj, ter ikoničnost posameznih modelov skozi leta, nakar govorim o prestižnih blagovnih znamkah torbic in njihovi vrednosti danes. V šestem poglavju predstavim empirično metodo poglobljenega intervjuja, nato pa vseh pet intervjujev analiziram in primerjam percepcije luksuza in ponaredkov slovenskih potrošnikov z namenom uvrstitve le-teh v obstoječe teorije o nakupnih dejavnikih luksuznih izdelkov in njihovih ponaredkov. V sklepu ugotavljam, da je slovenske potrošnike luksuznih torbic mogoče uvrstiti v matrike avtorjev Vigneron in Johnson ter Han, Nunes in Dreze, kar pomeni, da je obravnavane teorije o potrošnji luksuznih izdelkov in ponaredkov mogoče aplicirati na sodobne slovenske potrošnike. In my master thesis I study factors, mainly economic and sociological, that influence buying behaviour and perceptions of luxury consumers and consumers of counterfeits, with intention of applying these theories to a small sample of Slovenian luxury bags consumers. In the first chapter I present economic and sociological theories, with emphasis on Thorstein Veblen and his conspicuous consumption theory. In the second chapter I present definitions of prestige, which differ based on cultural context and prestige consumption in the era of democratization of luxury. Third chapter is luxury brand oriented, where I talk about main characteristics of luxury brands and reasons for consuming them. Fourth chapter is about counterfeits, what they are and what are people’s reasons for buying them. In the fifth chapter I concentrate on the bags, their historic development, iconic models and luxury brands of bags today. In the sixth chapter I present my research method of in-depth interviews and analyse perception of luxury and counterfeits of each interviewee. In the seventh chapter I conclude that we can apply theories of Vigneron and Johnson and Han, Nunes and Dreze to Slovenian luxury and counterfeit consumers, which means the buying behaviour theories are applicable to a modern Slovenian luxury consumer in his buying motivations.

V diplomski nalogi smo se ukvarjali z vlogo internetnega marketinga pri izbiri turistične destinacije. Zanimalo nas je, ali ustrezno uporabljen internetni marketing dosega svoje cilje in pozitivno vpliva na spletno pojavnost ter turistični obisk destinacije. V teoretičnem delu smo odgovorili na vprašanja kaj so turistične destinacije, kako se turisti odločajo med njimi in kakšna je vloga interneta pri njihovi izbiri ter opisali specifike marketinga turističnih destinacij, internetnega marketinga in internetnega marketinga turističnih destinacij. Podrobneje smo se posvetili orodjem internetnega marketinga, še posebej v kontekstu uporabe v marketingu turističnih destinacij. Opisali smo turistične atribute in aktualno stanje v izbrani destinaciji – dolini Soče. V praktičnem delu smo analizirali uporabo orodji internetnega marketinga na primeru izbrane destinacije in ugotovili, da orodja uporabljajo ustrezno, in da dosegajo interno zastavljene cilje. Zbrali smo podatke o obisku spletne strani ter rasti turističnega obiska na izbranih ciljnih trgih in naredili primerjavo z rastjo v drugih državah v istem časovnem obdobju. Ugotovili smo, da je obisk spletne strani na trgih, kjer se je uporabljal internetni marketing, izrazito večji kot na ostalih trgih, turistični obisk destinacije pa je le malo večji ali celo manjši. In the thesis, we focused on the role of internet marketing in choosing a tourist destination. We were interested in whether properly used internet marketing achieves its goals and has a positive impact on the online appearance and tourist visits to the destination. In the theoretical part, we answered the questions of what are tourist destinations, how tourists decide between them and what is the role of the internet in their choice. In addition to that, we described the specifics of tourist destination marketing, internet marketing and internet marketing of tourist destinations. We focused on internet marketing tools, especially in the context of use in the marketing of tourist destinations. We described the touristic attributes and the current situation in the selected destination - the Soča Valley. In the practical part of the thesis, we analyzed the use of Internet marketing tools in the case of the selected destination and found that they use the tools properly and that they achieve internal goals. We collected data on website visits and the growth of tourist visits in selected target markets and made a comparison with the growth in other countries in the same period. We found that website traffic in markets where internet marketing was used was markedly higher than in other markets, and tourist visit rates to a destination were only slightly higher or even lower.

Turizem ustvarja odlicˇne pogoje za marketing. Turist ima na voljo mnogo destinacij in na to, za obisk katere se bo odlocˇil, lahko vpliva tudi marketing. Zato je marketing destinacij sˇe posebej pomemben za majhne, manj znane ali novejsˇe destinacije, kakrsˇna je Slovenija. Da bi se pozicionirala kot zanimiva za obisk in se distancirala od konkurencˇnih destinacij, je tudi Slovenija posegla po marketingu destinacij. Ker je bila v preteklosti opravljena raziskava o tem, kaksˇno podobo ima Slovenija pri tujih predstavnikih turisticˇne dejavnosti, smo se odlocˇili, da pripravimo raziskavo, ki bo med drugim preverila, kako se je podoba do danes spremenila, kako na podobo vpliva blizˇina ali oddaljenost anketirancev od Slovenije, kaksˇen vpliv ima na podobo o destinaciji predhodni obisk in kaksˇno prepoznavnost dosega znamka Slovenije. Raziskavo smo osnovali na anketnem zbiranju podatkov na predstavnikih turizma znotraj drzˇav Evropske unije. Ugotovili smo, da Slovenija kot turisticˇna destinacija danes dosega boljsˇo, pozitivnejsˇo podobo. Izkazalo se je, da se v vecˇini raziskovanih znacˇilnostih podoba Slovenije v sosednjih in ostalih drzˇavah ne razlikuje prevecˇ, je pa zanjo bistvenega pomena to, ali je posameznik v preteklosti Slovenijo zˇe obiskal. Znamka Slovenije je opazna predvsem ob obisku drzˇave, s katerim se izboljsˇa tudi strinjanje z identitetnimi znacˇilnostmi znamke. Tourism creates excellent conditions for marketing. Tourist can choose between several destinations and their choice can be influenced by marketing. Therefore, destination marketing is especially important for small and less known or newer destinations, such as Slovenia. In order to position itself as interesting for visit and distant itself from competitive destinations, Slovenia has also used destination marketing. In the past, a survey regarding the Slovenia’s image among foreign representatives of tourist activity was carried out. Therefore, we decided to conduct a survey which will check a change in the image to the present day, how the image is influenced by the distance of the participants from Slovenia, influence of a prior visit on the destination’s image, and recognisability achieved by the brand of Slovenia. A survey was based on collecting data from a questionnaire distributed among tourist representatives in the European Union’s countries. We established that presently Slovenia is achieving a better and more positive image. It turned out that in most of the characteristics studied, the image of Slovenia in neighbouring and other countries is not very different, but it is crucial whether an individual has visited Slovenia in the past. The brand of Slovenia is notable mainly during a visit of the country, by which agreeing with identity characteristics of the brand is improved.

Hotelska industrija deluje v izrazito kompleksnem in konkurenčnem okolju, zato je potreben stalen nadzor kazalcev uspešnosti in hkrati izboljševanje delovanja na trgu. Eden izmed pokazateljev poslovne uspešnosti je hotelska zasedenost, ki odraža povpraševanje po hotelskih storitvah. Hoteli stremijo k čim višji zasedenosti, na katero pa vplivajo številni dejavniki, po nekaterih predhodnih študijah tudi spletne ocene. Gre za temo, ki se raziskuje šele v zadnjih letih, zaključki pa niso vedno enotni. Mi smo vpliv spletnih ocen na zasedenost raziskali na primeru štirizvezdičnih hotelov v Ljubljani. Upoštevali smo dve spremenljivki, in sicer povprečno spletno oceno in število ocen. Spletne ocene, za obdobje enega leta, smo pridobili s treh različnih virov spletnih ocen. Ugotovili smo pozitiven vpliv števila spletnih ocen na hotelsko zasedenost, medtem ko se povprečna ocena ni izkazala kot dejavnik vpliva. V nalogi nas je zanimalo tudi, koliko pozornosti hoteli v Ljubljani posvetijo spletnim ocenam, glede na to, da so spletne ocene hotelov med potrošniki priljubljen vir informacij pri odločitvi za spletno rezervacijo hotelske namestitve. Na izbranih spletnih straneh smo preverili naslednje tri strategije upravljanja s spletnimi ocenami: odgovarjanje na spletne ocene, pravočasnost odziva ter vključenost ocen na spletno stran hotela. Izkazalo se je, da so hoteli spletne ocene in komentarje že prepoznali kot pomemben komunikacijski kanal, kljub temu v nalogi predlagamo določene izboljšave. The hotel industry operates in a highly complex and competitive environment, therefore continuous monitoring of performance indicators is necessary, at the same time market performance improvements are required. One of the business performance indicators is hotel occupancy, which reflects the demand for hotel services. Hotels strive to maximize occupancy, which is influenced by many factors, according to some previous studies also by online reviews. This topic has been explored in recent years and the conclusions have varied. We have studied/researched the impact of online reviews on occupancy on the example of four-star hotels in Ljubljana. We took into account two variables: an average online review and the number of reviews. We obtained online reviews from three different online sources for a period of one year. We determined the positive impact of the number of online reviews on the hotel occupancy, while the average online review was not proved to be an impact factor. In the thesis we have also been interested in the amount of attention the hotels in Ljubljana pay to online reviews, as the online hotel reviews are a popular source of information among consumers when deciding about the online booking of a hotel accommodation. We have looked into the following three strategies of online reviews management on selected websites: replying to online reviews, in-time response, and hotel website’s online reviews integration. It turned out that hotel reviews and comments have already been recognized as an important communication channel however, we propose certain improvements.

Živimo v času, ko v razvitejšem delu sveta pojem družbene odgovornosti predstavlja bistvo za obstoj in uspešno delovanje podjetij, zakaj družbene odgovorne prakse v ospredje postavljajo pojme moralnosti, etičnosti in odgovornosti, kar rezultira v tesnejši povezavi podjetja z družbo. V današnjem svetu delo v podjetjih, organizacijah predstavlja vedno večji in pomembnejši del v posameznikovem življenju, saj ta pretežen del svojega dneva preživi prav v delovnem okolju, obkrožen s svojimi sodelavci. S tem razlogom je ena izmed glavnih vlog podjetja biti dober zaposlovalec, kar v praksi pomeni, da ta svojim zaposlenim zagotavlja pozitivno, spodbujajoče in v nobenem primeru diskriminatorno delovno okolje, ki ceni svoje zaposlene in jim, ne glede na spol, ponuja enake možnosti izobraževanja, napredovanja. Zapisano poudarja prvine preučevane notranje dimenzije družbene odgovornosti podjetja, zato del diplomske naloge namenjam opredelitvi spolnega nadlegovanja nad ženskami na delovnem mestu kot eni izmed dimenzij družbeno odgovornih praks podjetij. Ker sta resnica in praksa večkrat kontradiktorni z zapisanimi vrednotami podjetja, kar je jasno pokazalo odmevno (ameriško) gibanje za boj proti spolnemu nadlegovanju na delovnem mestu #MeToo, me je to spodbudilo k prevpraševanju, kakšna je situacija v Sloveniji. S pomočjo poglobljenih, polstrukturiranih intervjujev sem želela odgovoriti na raziskovalno vprašanje in s tem osvetliti obstoj nezaželene problematike. Poleg tega me zanimajo možne preventive in intervencije z vidika družbene odgovornosti znotraj podjetij, da do omenjenih spornih početij ne bi (ponovno) prišlo. Especially in the developed part of the world, we live in an era where concept of social responsibility represents the essential part of existence and successful operation of companies. Socially responsible practices emphasise the importance of the concepts of morality, ethics and responsibility, which results in a closer relationship between the companies and society. Nowadays, work in companies and organizations represents an increasingly important part of an individual’s life since he spends most of his day in a working environment, surrounded by his colleagues. For this reason, it is one of the main roles of a company to be a good employer providing its employees with a positive, incentive and by no means discriminatory working environment that values its employees and offering them equal opportunities for education and promotion, regardless of their gender. The above mentioned emphasizes the main aspects of the internal dimension of the company’s social responsibility, so I dedicate a part of my thesis to the definition of sexual harassment against women at the workplace as one of the dimensions of socially responsible company practices. Truth and actual practice are often contradictory to company’s official values, which was clearly demonstrated in the notorious (American) movement against sexual harassment at the workplace (with emphasis on show-business world) also known as #MeToo and this prompted me to question the situation in Slovenia. With the help of in-depth, semi-structured interviews, I wanted to answer the research question and thus highlight the existence of unwanted issue. In addition, I am interested in possible prevention and interventions from the social responsibility point of view, so that the above-mentioned controversial developments will never occur (again).

Razumevanje potrošnikov določene blagovne znamke v vseh svojih oblikah je bistvenega pomena za strategije podjetij in njihove tržne dejavnosti. Prepoznavanje potrošnikovih različnih nakupnih vedenj in odločanj podjetjem pomaga vzpostaviti učinkovito komunikacijo in odnos s tistimi, ki so blagovni znamki lojalni in tudi s tistimi potencialnimi potrošniki, ki bodo v prihodnosti to morda šele postali. Proces segmentacije pri tem omogoča, da ciljno publiko razvrstimo v več manjših skupin, znotraj katerih so si posamezniki med seboj podobni, skupine pa se v številnih dejavnikih razlikujejo. V magistrski nalogi smo izpostavili pomembnost segmentacije na osnovi nakupnega odločanja kot temeljnega postopka za prepoznavanje potrošnikov, natančneje postavljanje jasnih in učinkovitih marketinških strategij vsakega podjetja. Potrošniki gredo skozi proces odločanja za nakup, tj. od zaznave potrebe do končnega nakupa izdelka, pri tem pa iščejo informacije o izdelkih, ki bi potencialno zadovoljili njihovo potrebo. Pridobljene informacije med seboj vrednotijo in primerjajo. Empirična raziskava potrošnikov ležišč v Sloveniji, ki smo jo izvedli kot del te magistrske naloge, je temeljila na kvantitativnem pristopu. Z združevanjem predstavnikov v segmente smo oblikovali štiri idealno-tipske skupine, vsako od skupin pa smo opisali glede na vrednosti več spremenljivk. Primarno smo se osredotočili na spremenljivke nakupnega odločanja, dodatno še na spremenljivke sedem-dimenzionalnega odločanja in posameznikovega vsakdana. Segmente smo povezali tudi z blagovnimi znamkami ležišč. Dokazali smo, da je segmentacija na osnovi značilnosti nakupnega odločanja smiselna. Understanding consumers of a particular brand in all its forms is essential for strategy of companies and their marketing activities. Identifying the consumer's various purchasing behaviors and decision-making helps businesses establish effective communication and relationships with those who are loyal to the brand, as well as with those potential consumers who will maybe become so in the future. The segmentation process allows us to classify the target audience into smaller groups, within which individuals are similar, but groups differ in many factors. In this master's thesis, we emphasized the importance of segmentation based on purchasing decision-making as a fundamental process for identifying consumers more precisely setting clear and effective marketing strategies for each company. Consumers go through decision-making process of purchasing, i.e. from the time during the detection of the need to the ultimate purchase of the product, looking for information about products, which could potentially meet their needs, by evaluating and comparing them with each other. An empirical study of mattresses’ consumers in Slovenia in this thesis was based on a quantitative method, i.e. survey. We created four ideal-type groups by combining segment representatives. We described each group according to the values of the numerous variables. We focused primarily on the variables of purchasing decision making, in addition to the variables of the seven-dimensional decision-making and the individual's everyday life. We also linked the segments with brand names of beds. More importantly we have proven that segmentation, based on the characteristics of the purchase decision-making, makes sense.

Zasičenost trga z različnimi blagovnimi znamkami predstavlja precejšnjo oviro za podjetja, ki želijo na trgu obdržati ali povečati svoj tržni delež. Eno izmed orodij, ki lahko pomaga podjetjem, da se uspešno soočijo s tem izzivom, je oblikovanje pozitivnega imidža blagovne znamke. Ta ima pomemben vpliv na lojalnost potrošnikov in posledično na dobro prodajo znamke. Da bi podjetja dobila karseda resnične in podrobne podatke o percepciji njihove znamke v mislih potrošnikov, imajo na izbiro različne metode oziroma tehnike merjenja imidža blagovne znamke. V svoji diplomski nalogi sem se osredotočila na projekcijske tehnike, ki v nasprotju z drugimi tehnikami omogočajo vpogled v potrošnikovo podzavest. Projekcijske tehnike so sicer velikokrat tarča kritik glede njihove vprašljive sledljivosti in objektivnosti, na kar se tudi nanaša moje raziskovalno vprašanje. Z uporabo dveh projekcijskih metod, ki sta podali podobne rezultate o imidžu štirih avtomobilskih znamk, sem ovrgla dvom o nezadostni sledljivosti in objektivnosti podatkov, ki sem jih pridobila z raziskavo. Poleg tega sem v diplomski nalogi izpostavila dejstvo, da sta področje imidža blagovne znamke in uporaba projekcijskih tehnik v tržnem raziskovanju zapostavljeni dejavnosti, kar vidim kot precejšnjo pomanjkljivost. Dejstvo je, da so si znamke v svojih funkcionalnih značilnostih vedno bolj podobne, zaradi česar osnova za diferenciacijo temelji na nefunkcionalnih atributih znamke, kamor vsekakor spada imidž blagovne znamke. Modern market is saturated with different brands, which represents a high obstacle for companies that want to successfully retain or increase their market share. One way to overcome this obstacle is to develop brand image that has a positive influence on consumers brand loylaty and therefore affects brand sales. Because of that it is very important that companies are familiar with the brand perception, created in the minds of the consumers. One of many possibilities for determening brand image is with the help of projective techniques. Those are often criticized because of their questionable traceability and objectivity, which is also at the center of my research question. With the usage of two projective techniques, that provided similar results on the image of four car brands, I refuted the lack of traceability and objectivity of results, gained through my research. In my paper, I also point out that the field of brand image and projective techniques in marketing research are in general overlooked, but should not be. Brands are becoming more and more similar, when comparing their physical attributes and it is why companies must differentiate their brands based on immaterial attributes. Surely one of those attributes is brand image.

Metoda sledenja pogledu meri, kam je v določenem trenutku usmerjen pogled, pri čemer lahko opazujemo trajanje usmerjenosti pogleda, frekvenco pogleda ali pot, ki ji pogled sledi. Metoda testiranja priklica pa preverja, koliko delov oglasa ali pa celo celih oglasov se nam je po izpostavljenosti tudi ohranilo v spominu. Obe izmed omenjenih metod merita različne vrednosti, vendar obe predstavljata uvid v razumevanje potrošnika in njegovega miselnega toka v nakupnem procesu. To diplomsko delo najprej obravnava primerjavo obeh raziskovalnih metod, nato pa tudi primerjavo rezultatov obeh metod na primeru kataloga direktne prodaje, pri čemer sem v empiričnem delu opazovala elemente, ki so jih sodelujoči v raziskavi opazovali dlje časa v primerjavi z ostalimi, ter elemente, ki so jih sodelujoči prepoznali na seznamu izdelkov po metodi podprtega priklica, na podlagi česar sem ugotavljala stopnjo ujemanja rezultatov obeh metod. Obe metodi predstavljata pomembno izhodišče za marketinško raziskovanje in z rezultati predstavljata uvid v potrošnika, pri čemer lahko rezultati ene metode služijo kot dopolnitev razumevanja rezultatov druge metode. The eye tracking method measures where the gaze is directed at the specific moment, during which we can observe duration of the gaze, frequency of the gaze or order in which the gaze moves from one point to another. The aided recall method, however, measures how many elements of the ad or ads themselves have been retained in subject's memory after the exposure. Both of these methods measure different values, but both provide an insight into the understanding of the consumer and his way of thinking in the purchasing process. This thesis deals with the comparison of the two research methods by themselves and the comparison of results of both methods on the case of the direct sales catalog. In the empirical part, I compared the elements observed by the participants for a relatively long period of time with the elements that the participants recognized in the list of products using the aided recall method, on the basis of which I determined the degree of matching of the results of both methods. Both methods represent an important part of marketing research and the results represent an insight into the consumer, whereby the results of one method can serve as a complement to understanding the results of another method.

Potrošniki vedno več pozornosti namenjajo poreklu hrane zaradi večje ozaveščenosti o vplivih, ki jih ima pridelava in/ali predelava hrane na njihovo zdravje in okolje. Hkrati pa tudi izvajalci gostinskih dejavnosti vedno bolj stremijo k ponudbi sveže, v lokalnem okolju pridelane hrane. S povečanim zanimanjem za lokalno tako po svetu kot tudi v Sloveniji se posledično pojavlja tudi potreba po boljšem razumevanju in izpostavljanju pomena ter obsežnosti pojma lokalno, ki ustvarja raziskovan fenomen. Diplomsko delo torej osvetljuje vedno bolj prisoten trend ponudbe lokalne oziroma hiperlokalne hrane. Cilj je bil s kvalitativnim metodološkim pristopom raziskati motive za tovrstno ponudbo, vzporedno z morebitnimi prednostmi in slabostmi, ki jih izvajalci gostinskih dejavnosti v Sloveniji pri tem zaznavajo. Pri raziskovanju sem se osredotočila tudi na njihovo lastno razumevanje lokalnega. V ta namen sem izvedla polstrukturirane intervjuje na vzorcu petih ponudnikov lokalne hrane. Rezultati so pokazali, da je kakovost lokalno pridelane hrane prevladujoč motiv, ki skupaj z možnostjo, da se gostom nudi lokalno in domačo pristnost, nadvlada količino dela in truda, ki ga ponudba takšne hrane zahteva. Consumers are expressing ever-increasing interest in knowing where their food comes from, including the health and environmental impact its production and processing might have. At the same time the food service providers are increasingly striving to offer fresh, locally produced food. Since the interest in the local is growing all around the world including Slovenia, there is need for better understanding and exposure of the meaning of the term locally which creates researched phenomenon. The thesis enlightens the trend of local or hyper-local food that food service providers seem to offer. The main purpose of the thesis is to understand the motives that encourage the Slovenian food service providers to offer local or hyper-local food and learn the advantages and disadvantages they might perceive. I have also researched their own perception of what local means to them. Therefore, a qualitative research has been undertaken on limited number of chosen units. In-depth semi-structured interviews were made with five food service providers in Slovenia that offer local food. The results have shown that the main motive of locally produced food is quality of it and together with possibility to always be able to offer their guests local and authentic familiarity of food overcomes the quantity of work and effort that has to be put in, in order to make offering local food achievable.

Sodobno poslovno okolje so v preteklosti zaznamovale spremembe trga, tehnologije in potrošnikov. Za podjetja, ki želijo v takšnem okolju ustvarjati lastno vrednost, je pomembno, da tem sledijo in strategije svojega poslovanja karseda uspešno prilagajajo nanje. Ob tem so jim v pomoč blagovne znamke, ki potrošnikom posredujejo obljubo kakovosti in z njimi vzpostavljajo odnose. Najmočnejši odnos, ki se lahko razvije med blagovno znamko in potrošnikom je tisti, ki temelji na pripadnosti in poleg vedenjske vsebuje tudi čustveno komponento. Vzpostavitev takšnega odnosa je pomembna predvsem za medijska podjetja, saj ta odnose z medijskimi občinstvi vzpostavljajo in ohranjajo predvsem na podlagi občutka zaupanja, naklonjenosti in pripadnosti medijskim blagovnim znamkam. Slednje storijo s konsistentnim in celovitim marketinškim komuniciranjem na točkah, na katerih medijska občinstva vstopijo v stik z blagovno znamko. Ker so tehnološke spremembe spremenile načine, na katere so medijska občinstva v stiku z medijskimi vsebinami in ker v njihovi vlogi nastopajo tudi mlajši posamezniki, ki še nimajo izoblikovanih navad medijske potrošnje, se medijska podjetja za njihovo naklonjenost borijo tudi z uporabo novih medijev. The modern business environment has been impacted by the changes in the market, technology, and consumer preferences. It is crucial for the companies that desire to create added-value in the latter environment, that they do not only follow the changes, furthermore, they need to adjust their business models accordingly. Naturally, the brand is highly beneficial to the company in the environment it operates in due to the fact, that it communicates the desired information and establishes relationships with the consumers. The most powerful relationship contains the behavioral and emotional component through which it encourages the feeling of affiliation. Establishing the latter relationships is a crucial factor for media companies, due to the fact that they maintain and manage relationships with their audience through trust, affection, and affiliation with their media brand. Consequently, they communicate consistently and comprehensively through the channels that are the points of junction between their audience and their brand. Since the technological advances have radically changed the way the consumer reaches or is reached by the desired media content and younger generations, that are becoming a part of the audience, have not developed their media consumption patterns yet, the media companies are seeking to capture and nurture consumer’s affiliation with the help of new media.