{"?xml":{"@version":"1.0"},"edm:RDF":{"@xmlns:dc":"http://purl.org/dc/elements/1.1/","@xmlns:edm":"http://www.europeana.eu/schemas/edm/","@xmlns:wgs84_pos":"http://www.w3.org/2003/01/geo/wgs84_pos","@xmlns:foaf":"http://xmlns.com/foaf/0.1/","@xmlns:rdaGr2":"http://rdvocab.info/ElementsGr2","@xmlns:oai":"http://www.openarchives.org/OAI/2.0/","@xmlns:owl":"http://www.w3.org/2002/07/owl#","@xmlns:rdf":"http://www.w3.org/1999/02/22-rdf-syntax-ns#","@xmlns:ore":"http://www.openarchives.org/ore/terms/","@xmlns:skos":"http://www.w3.org/2004/02/skos/core#","@xmlns:dcterms":"http://purl.org/dc/terms/","edm:WebResource":[{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:DOC-HAUXNBD6/b77ab067-330f-48d2-bddb-e14f151d460b/PDF","dcterms:extent":"282 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:DOC-HAUXNBD6/58235884-dc2f-4b66-bed4-d0d1b351380d/TEXT","dcterms:extent":"0 KB"}],"edm:TimeSpan":{"@rdf:about":"1997-2023","edm:begin":{"@xml:lang":"en","#text":"1997"},"edm:end":{"@xml:lang":"en","#text":"2023"}},"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:DOC-HAUXNBD6","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-NBP8CVHZ"},{"@xml:lang":"sl","#text":"Akademija MM"}],"dcterms:issued":"2020","dc:creator":["Golob, Urša","Rebrica, Natalija"],"dc:format":[{"@xml:lang":"sl","#text":"letnik:15"},{"@xml:lang":"sl","#text":"številka:29"},{"@xml:lang":"sl","#text":"str. 61-74"}],"dc:identifier":["ISSN:1408-1652","COBISSID:77597955","URN:URN:NBN:SI:doc-HAUXNBD6"],"dc:language":"sl","dc:publisher":{"@xml:lang":"sl","#text":"Marketing magazin"},"dc:subject":[{"@xml:lang":"sl","#text":"blagovne znamke"},{"@xml:lang":"sl","#text":"družbena omrežja"},{"@xml:lang":"sl","#text":"marketing"},{"@xml:lang":"sl","#text":"potrošniki"}],"dcterms:temporal":{"@rdf:resource":"1997-2023"},"dc:title":{"@xml:lang":"sl","#text":"Vpliv vključenosti porabnikov na spletnih družbenih profilih znamk na stališča do znamke, priporočila in nakupno namero|"},"dc:description":[{"@xml:lang":"sl","#text":"With the advent of social networking sites (SNS) and their growing popularity, the sphere of brand management and brand communication with various stakeholders is facing a significant challenge. SNS are the result of the Web 2.0, the essence of which is interactivity, thus enabling individuals to engage in interactions with other actors, including brands. This research focuses on the question whether the SNS engagement affects the attitude towards the brand, referrals, and purchase intention. A quantitative method of data collection and analysis was applied on a sample of 185 followers of the selected Slovenian brand on SNS Facebook. The results indicated that consumer engagement on Facebook has a positive effect on the attitude towards the brand and referrals. The impact on the purchase intention is indirect through the attitude towards the brand. After conducting the research we can claim that the presence in SNS is crucial for companies in order to successfully manage their brands and achieve positive behavioral outcomes among consumers"},{"@xml:lang":"sl","#text":"S pojavom spletnih družbenih omrežij (SDO) in njihovo čedalje večjo priljubljenostjo je sfera marketinškega upravljanja znamk in njihove komunikacije z različnimi deležniki postavljena pred velik izziv. SDO so posledica vzpostavitve spleta 2.0, katerega bistvo je interaktivna narava, zato posameznikom omogočajo, da se vključujejo v interakcije z drugimi akterji, med drugim tudi znamkami. Opravljena raziskava se dotakne vprašanja, ali vključenost v znamko na SDO vpliva na stališče do znamke, na ustna priporočila znamke in na nakupno namero. Za raziskovanje je bila uporabljena kvantitativna metoda zbiranja in analize podatkov na vzorcu 185 sledilcev izbrane slovenske znamke na SDO Facebook. Rezultati so pokazali, da vključenost porabnikov na Facebooku pozitivno vpliva na stališče do znamke in priporočila znamke, na nakupno namero pa je vpliv le posreden, prek stališča do znamke. Po opravljeni raziskavi lahko trdimo, da je prisotnost na SDO ključnega pomena za podjetja, ki želijo uspešno upravljati svoje znamke in v povezavi z njimi dosegati pozitivne vedenjske izide pri porabnikih"}],"edm:type":"TEXT","dc:type":[{"@xml:lang":"sl","#text":"znanstveno časopisje"},{"@xml:lang":"en","#text":"journals"},{"@rdf:resource":"http://www.wikidata.org/entity/Q361785"}]},"ore:Aggregation":{"@rdf:about":"http://www.dlib.si/?URN=URN:NBN:SI:DOC-HAUXNBD6","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:DOC-HAUXNBD6"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:DOC-HAUXNBD6/b77ab067-330f-48d2-bddb-e14f151d460b/PDF"},"edm:rights":{"@rdf:resource":"http://rightsstatements.org/vocab/InC/1.0/"},"edm:provider":"Slovenian National E-content Aggregator","edm:intermediateProvider":{"@xml:lang":"en","#text":"National and University Library of Slovenia"},"edm:dataProvider":{"@xml:lang":"sl","#text":"Društvo za marketing Slovenije"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:DOC-HAUXNBD6/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:DOC-HAUXNBD6"}}}}