Problem uporabe lažnih Facebook všečkov z namenom umetnega napihovanja priljubljenosti blagovne znamke : magistrsko delo

Špoljar, Katja (author), Kropivnik, Samo (mentor)

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.

• Language: Slovenian
• Keywords: družbena omrežja, Facebook, blagovne znamke, lažni Facebook všečki
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [K. Špoljar]
• Year: 2021
• Number of pages: 105 str.
• PID: 20.500.12556/RUL-127319
• UDC: 316.472.4:366(043.2)
• COBISS.SI-ID: 66390275
• Publication date in RUL: 03.06.2021

Secondary language

• Language: English
• Title: The problem of using fake Facebook likes with the purpose of artificially increasing brand popularity on Facebook

Abstract

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.

• Keywords: social media, Facebook, brands, fake Facebook likes