Trendi iskanja informacij preko digitalnih medijskih kanalov in učinek izbranih besed na odziv potrošnika : diplomsko delo

VIDMAR, EMANUEL (author), Guid, Matej (mentor)

V sodobnem svetu imajo digitalni medijski kanali, dostopni še zlasti preko spletnih brskalnikov, izreden vpliv na proces odločanja pri potrošnikih. V diplomski nalogi najprej obravnavamo trende iskanja informacij in vpliv iskalnega marketinga na delovanje spletnih iskalnikov. Le-ti predstavljajo osnovno orodje za iskanje in zbiranje informacij, oboje pa je v procesu odločanja pri potrošnikih ključnega pomena. Nadaljujemo s pregledom trendov iskanja informacij pri sodobnem potrošniku in njihovega vpliva na sprejemanje odločitev. Še posebej se osredotočimo na vpliv t.i. »marketinških besed« in blagovnih znamk v samih naslovih digitalnih vsebin. V ta namen smo kot študijo primera izvedli raziskavo učinka besed in besednih zvez, ki se pojavljajo v naslovih novic s področja računalništva. Glavni namen študije je bil preučiti vpliv pojavitve »marketinško obarvanih« besed in znanih blagovnih znamk v naslovih novic na samo branost vsebine. V ta namen smo uporabili programski paket Orange.

• Language: Slovenian
• Keywords: iskanje informacij, digitalni mediji, potrošniške navade, proces odločanja, digitalne vsebine, spletni iskalniki, marketinške besede, blagovne znamke, računalniške novice, računalništvo, visokošolski strokovni študij, računalništvo in informatika, diplomske naloge
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FRI - Faculty of Computer and Information Science
• Publisher: E. Vidmar
• Year: 2014
• Number of pages: 68 str.
• PID: 20.500.12556/RUL-29563
• COBISS.SI-ID: 1536024771
• Publication date in RUL: 23.09.2014

Secondary language

• Language: English
• Title: Information searching trends through digital media channels and the impact of key words on customer’s response

Abstract

In the modern world digital media channels, especially ones accessible via browsers, have an extreme influence on consumer decision process. This diploma thesis analyses the trends of information searching as well as the influence of search marketing on search engine performance. Search engines are the basic tools for finding and collecting information, both of which are crucial in consumer decision processes. The thesis continues with an overview of a modern consumer’s information searching trends and its effect on making decisions. An emphasis is put on the effect of “marketing words” and brands in digital content titles. This was explored in detail with a research of the effect of words and phrases in IT related news titles. The purpose of the research is to study the effects of “marketing colored” phrases and known brands in news titles on their content views. This was achieved with the use of Orange data mining toolbox.

• Keywords: search for information, digital media, consumer habits, decision process, digital content, web search engines, marketing words, trademarks, computer news, computer science, computer and information science, diploma