{"?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-29KFDWG5/7042949b-bb74-48df-817a-2ae458d0408b/PDF","dcterms:extent":"522 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-29KFDWG5/1f752df1-5dfe-4956-9e83-83c413fd1cce/TEXT","dcterms:extent":"57 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-29KFDWG5","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-NBP8CVHZ"},{"@xml:lang":"sl","#text":"Akademija MM"}],"dcterms:issued":"2015","dc:creator":["Golob, Urša","Stojanovski, Sara"],"dc:format":[{"@xml:lang":"sl","#text":"letnik:13 i. e. 15"},{"@xml:lang":"sl","#text":"številka:25"},{"@xml:lang":"sl","#text":"str. 11-25"}],"dc:identifier":["ISSN:1408-1652","COBISSID_HOST:33807965","URN:URN:NBN:SI:doc-29KFDWG5"],"dc:language":"sl","dc:publisher":{"@xml:lang":"sl","#text":"Marketing magazin"},"dc:subject":[{"@xml:lang":"en","#text":"advertising"},{"@xml:lang":"sl","#text":"blagovne znamke"},{"@xml:lang":"sl","#text":"digitalna tehnika"},{"@xml:lang":"sl","#text":"digitalne komunikacije"},{"@xml:lang":"en","#text":"marketing"},{"@xml:lang":"sl","#text":"oglaševanje"},{"@xml:lang":"sl","#text":"svetovni splet"},{"@xml:lang":"sl","#text":"trženje"},{"@xml:lang":"sl","#text":"tržno komuniciranje"}],"dcterms:temporal":{"@rdf:resource":"1997-2023"},"dc:title":{"@xml:lang":"sl","#text":"Digitalne vsebine tržnih znamk in participacija porabnikov|"},"dc:description":[{"@xml:lang":"sl","#text":"Digital branded content as means of communication is considered to be one of the key marketing trends in the changing media environment. The role of consumers is also changing - they are no longer just passive receivers but rather engaging participants. A concept of consumer engagement is therefore an integral part of transformation associated with new media. The aim of this paper is to recognize which types of digital branded content encourage engagement on a higher/lower level by comparing owned, earned, and paid media. We argue that paid media is becoming less and less effective compared to the other two. Our research is based on a case study analysis of a digital branded content campaign. Our analysis indicates that digital content is becoming increasingly important but may still not be enough for a successful campaign. Informed by the theory of media convergence the practice shows that the combination of paid, owned, and earned media remains a critical success factor for an online communication strategy"},{"@xml:lang":"sl","#text":"Digitalne vsebine tržnih znamk se v stroki vse bolj uveljavljajo kot eden izmed pomembnejših trendov in so odgovor na spremenjeno medijsko okolje. V tem okolju se spreminja tudi vloga porabnikov, ki se iz pasivnih spreminjajo v aktivne. K aktivnosti porabnikov sodi tudi koncept participacije. Namen prispevka je bil ugotoviti, kateri tipi digitalnih vsebin tržnih znamk participacijo bolj ali manj spodbujajo. To smo raziskali s primerjavo lastnih digitalnih vsebin z vsebinami, kjer je potreben zakup prostora oz. s spletnim oglaševanjem. Preverili smo predpostavko, da je spletno oglaševanje v novem medijskem okolju vse manj učinkovito. Pri tem smo za metodo uporabili študijo primera; analizirali smo kampanjo digitalnih vsebin tržnih znamk. Ugotovitve analize so pokazale, da digitalne vsebine v praksi dobivajo vedno večji pomen, vendar same po sebi niso zadostne. V skladu s teorijo o konvergenci medijev je za uspeh še zmeraj ključna kombinacija plačanih, lastnih in prisluženih medijev"}],"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-29KFDWG5","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:doc-29KFDWG5"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:doc-29KFDWG5/7042949b-bb74-48df-817a-2ae458d0408b/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-29KFDWG5/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:doc-29KFDWG5"}}}}