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Vloga spletnih družbenih omrežij pri doseganju zvestobe porabnikov : diplomsko delo
Jelečević, Minela (Author), Tuškej Lovšin, Urška (Mentor) More about this mentor... This link opens in a new window

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Abstract
Spletna družbena omrežja postajajo vse pomembnejša točka dotika v odločitvenem procesu porabnikov. Znamke z grajenjem skupnosti na spletnih družbenih omrežjih na porabnike vplivajo v različnih fazah nakupnega procesa, vključno z oblikovanjem zvestobe. Raziskave na tem področju so pokazale, da s skupnostmi znamk na spletnih družbenih omrežjih podjetja gradijo in jačajo odnose med vsemi gradniki skupnosti (produkt, znamka, podjetje, drugi porabniki) ter tako oblikujejo zvestobo porabnikov. Velja, da so člani skupnosti znamk na spletnih družbenih omrežjih bolj zvesti kot nečlani, odprto pa ostaja vprašanje, kako in zakaj se odnosi na različnih ravneh skupnosti na spletnih družbenih omrežjih sploh oblikujejo in kakšno vlogo imajo pri oblikovanju zvestobe porabnikov. V kvalitativni raziskavi sem se osredotočila na vlogo, ki jo imajo skupnosti znamk na spletnih družbenih omrežjih pri oblikovanju zvestobe porabnikov. Zanimalo me je tudi, kako so skupnosti znamk na spletnih družbenih omrežjih povezane z različnimi oblikami zvestobe, ki se razvijejo v njih. Empirični del je pokazal, da sta za članstvo v skupnosti na spletnih družbenih omrežjih in oblikovanje zvestobe porabnikov najpomembnejša gradnika produkt in znamka. Porabniki kot pomemben gradnik izpostavljajo tudi druge porabnike, ki so člani skupnosti, kot najmanj pomemben gradnik pa zaznavajo podjetje. Rezultati raziskave so pokazali, da članstvo v skupnosti znamke lahko prispeva k zvestobi znamki zgolj ob prisotnosti predhodne izkušnje z znamko. V takih skupnostih se bolj kot vedenjska zvestoba razvija stališčna zvestoba, med oblikami zvestobe pa prevladujejo tiste, ki jih zaznamuje visoka osebna odločnost porabnikov.

Language:Slovenian
Keywords:zvestoba porabnikov, spletna družbena omrežja, skupnosti znamk
Work type:Bachelor thesis/paper (mb11)
Tipology:2.11 - Undergraduate Thesis
Organization:FDV - Faculty of Social Sciences
Year:2020
Publisher:[M. Jelečević]
Number of pages:95 str.
UDC:366:316.472.4(043.2)
COBISS.SI-ID:26353155 Link is opened in a new window
Views:103
Downloads:54
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Secondary language

Language:English
Title:The role of social networking sites in achieving consumer loyalty
Abstract:
Social networking sites are becoming an increasingly important touchpoint in the consumer decision-making process. With communities on social networks, brands can influence consumers at various stages of the buying process, including loyalty-building. Research in this area has shown that with brand communities on social networks, businesses can build and strengthen relationships between all the building blocks of a brand community (product, brand, business, other consumers) and consequently build consumer loyalty. Brand community members on social networking sites are believed to be more loyal than non-members, but the question remains how and why relationships at different levels of communities on social networking sites are shaped and what role they play in building consumer loyalty. In my qualitative research, I focused on researching the role brand communities on social networks play in shaping consumer loyalty. I was also interested in how brand communities on social networking sites are connected to different forms of loyalty consumers develop in those communities. The empirical part has shown that in terms of community membership and loyalty shaping the most important building blocks of brand communities on social networks are product and brand. Consumers also highlight other consumers as important, and the company as the least important building block. Membership in a brand community can only contribute to loyalty in the presence of prior experience with the brand. In particular, it contributes to attitudinal loyalty more than behavioral loyalty. Among the forms of loyalty that dominate in these communities are those characterized by high personal determination.

Keywords:consumer loyalty, social networking sites, brand communities

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