20.500.12556/RUL-186869 Kako blagovne znamke postanejo viralne na družbenem mediju TikTok: analiza trženja slovenskih podjetij na TikToku magistrsko delo How brands go viral on the social media TikTok: an analysis of marketing of Slovenian companies on TikTok Magistrsko delo obravnava dejavnike, ki vplivajo na viralnost videoposnetkov slovenskih podjetij na družbenem mediju TikTok. Namen raziskave je ugotoviti, v kolikšni meri vsebinske in tehnične značilnosti videoposnetkov prispevajo k njihovi uspešnosti, merjeni s številom ogledov, všečkov, delitev in komentarjev. Empirični del temelji na kvantitativni analizi 384 videoposnetkov, ki so bili kodirani glede na izbrane vsebinske in tehnične značilnosti. Za preverjanje hipotez sta uporabljeni multipla linearna regresijska analiza in analiza variance (ANOVA), dodatno pa tudi logistična regresijska analiza za oceno verjetnosti viralnosti. Rezultati raziskave kažejo, da vsebinske značilnosti, kot so zabavnost, pripovednost, praktična vrednost in pozitivna čustva, nimajo statistično značilnega vpliva na večino kazalnikov uspešnosti. Nasprotno pa ima število sledilcev kot tehnična značilnost statistično značilen in pozitiven vpliv na vse obravnavane metrike ter povečuje verjetnost viralnosti videoposnetkov. Negativna čustva se izkažejo kot pomemben dejavnik pri spodbujanju komentarjev. Ugotovitve kažejo, da viralnosti na TikToku ni mogoče pojasniti zgolj z vsebino, temveč je rezultat prepletanja več dejavnikov, vključno z velikostjo občinstva, algoritmičnim delovanjem medija in interakcijami uporabnikov. Naloga prispeva k razumevanju delovanja TikToka kot trženjskega orodja in ponuja uporabne smernice za podjetja pri načrtovanju vsebinskih strategij. This master’s thesis examines the factors influencing the virality of videos published by Slovenian companies on the social media platform TikTok. The main objective of the study was to determine the extent to which content-related and technical characteristics of videos contribute to their performance, measured through views, likes, shares, and comments. The empirical part is based on a quantitative analysis of 384 videos, which were coded according to selected content and technical variables. Multiple linear regression analysis and analysis of variance (ANOVA) were used to test the hypotheses, while logistic regression analysis was additionally applied to assess the probability of video virality. The results indicate that content characteristics such as entertainment value, storytelling, practical value, and positive emotions do not have a statistically significant impact on most performance indicators. In contrast, the number of followers, as a technical factor, shows a statistically significant positive effect across all observed metrics and increases the likelihood of a video becoming viral. Negative emotions were found to significantly increase user engagement in the form of comments. The findings suggest that virality on TikTok cannot be explained solely by content, but rather represents a combination of multiple factors, including audience size, platform algorithms, and user interactions. The study contributes to a better understanding of TikTok as a marketing tool and provides practical insights for companies in developing effective content strategies. TikTok viralnost družbeni mediji digitalno trženje blagovne znamke TikTok virality social media digital marketing brands true true false T. Blagotinšek Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-09-06 07:30:06 2026-09-06 07:30:12 2026-09-11 09:12:15 0000-00-00 00:00:00 2026 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (59 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138:004.738.5(043.2) 207052 290758915 28732.pdf 28732.pdf 1 1A9F810248BF288DF363F1EF76BBE420 e0a2b73acec5acdd6685b23973c791238e49a7909b1c327f58be1fdc6fc676f8 06e4382f-a9b4-11f1-8bc5-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=246250 Fakulteta za družbene vede 0 0 0