{"?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-RCLDZ5OT/7c26d2cf-0745-46b0-ae91-bb5306d678ff/PDF","dcterms:extent":"154 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-RCLDZ5OT/879e3fb6-9aab-43ec-9800-570b7353dce7/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-RCLDZ5OT","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-NBP8CVHZ"},{"@xml:lang":"sl","#text":"Akademija MM"}],"dcterms:issued":"2014","dc:creator":["Burja, Maja","Kropivnik, Samo"],"dc:format":[{"@xml:lang":"sl","#text":"letnik:13"},{"@xml:lang":"sl","#text":"številka:23/24"},{"@xml:lang":"sl","#text":"str. 109-122"}],"dc:identifier":["ISSN:1408-1652","COBISSID_HOST:33197917","URN:URN:NBN:SI:doc-RCLDZ5OT"],"dc:language":"sl","dc:publisher":{"@xml:lang":"sl","#text":"Marketing magazin"},"dc:subject":[{"@xml:lang":"en","#text":"advertising"},{"@xml:lang":"sl","#text":"oglaševanje"},{"@xml:lang":"sl","#text":"strategija"},{"@xml:lang":"sl","#text":"tehnike"},{"@xml:lang":"sl","#text":"tržno komuniciranje"}],"dcterms:temporal":{"@rdf:resource":"1997-2023"},"dc:title":{"@xml:lang":"sl","#text":"Ključni vsebinski dejavniki uspešnosti virusnega oglaševanja|"},"dc:description":[{"@xml:lang":"sl","#text":"Since consumers have learnt to actively avoid traditional forms of marketing communication, viral advertising is becoming an increasingly important marketing technique. However, little research has been done in this area, especially on the Slovenian market. The aim of this paper is to explore the characteristics of Slovenian viral advertising and to define key factors that contribute to their viral effect. Taking memetic approach to advertising, which treats advertisements independently from consumers, the focus is on content factors. The empirical research compares samples of Slovenian viral and non-viral adverts, where categories, such as purpose, advertising appeal, provocativeness, authenticity and performers, are analysed. The results show that the emotional appeal stimulating positive emotions with a high level of activation is the most important factor of viral advertising effectiveness. Furthermore, the purpose of viral advertisements is more often branding, in contrast to non-viral advertisements, whose aim is mostly to give information or call to action. Lastly, some other important factors are also humor appeal, sexual appeal, anomalous juxtaposition, celebrities, intertextuality and provocativeness"},{"@xml:lang":"sl","#text":"Virusno oglaševanje postaja vse pomembnejša marketinška tehnika, saj so se potrošniki naučili aktivno izogibati tradicionalnim oblikam tržnega komuniciranja. Vendar je to področje še vedno dokaj neraziskano, predvsem na slovenskem trgu. Namen te raziskave je bil preučiti značilnosti slovenskih virusnih oglasov in izpostaviti ključne dejavnike, ki povečajo njihovo virusnost. V skladu z memetičnim pristopom k oglaševanju, ki oglas obravnava neodvisno od potrošnika, se osredotočamo predvsem na vsebinske dejavnike. V raziskavi z analizo vsebine primerjamo vzorca slovenskih virusnih in nevirusnih oglasov, pri katerih preučimo kategorije, kot so namen, vrsta apela, provokativnost, avtentičnost, nastopajoči in druge. Rezultati kažejo, da je najpomembnejši dejavnik uspešnosti virusnega oglaševanja čustveni apel, ki spodbuja pozitivna čustva z visoko stopnjo aktivacije. Virusni oglasi se od nevirusnih razlikujejo tudi po namenu, saj je pri virusnih ta mnogo pogosteje usmerjen v znamčenje, medtem ko gre pri nevirusnih večinoma za informiranje ali poziv k akciji. Drugi pomembni dejavniki virusnosti so še humorni apel, seksualni apel, nenavadna postavitev elementov, slavne osebe, intertekstualnost in provokativnost"}],"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-RCLDZ5OT","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:doc-RCLDZ5OT"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:doc-RCLDZ5OT/7c26d2cf-0745-46b0-ae91-bb5306d678ff/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-RCLDZ5OT/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:doc-RCLDZ5OT"}}}}