{"?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-YOREKWX0/ea50ffb5-f23f-4e25-b18c-2d055b7d9333/PDF","dcterms:extent":"258 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-YOREKWX0/834b5e38-21e6-41aa-8bf0-79adb3ef897a/TEXT","dcterms:extent":"34 KB"}],"edm:TimeSpan":{"@rdf:about":"2005-2025","edm:begin":{"@xml:lang":"en","#text":"2005"},"edm:end":{"@xml:lang":"en","#text":"2025"}},"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:doc-YOREKWX0","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-8ER5ZBJN"},{"@xml:lang":"sl","#text":"Farmacevtski vestnik"}],"dcterms:issued":"2021","dc:creator":["Kos, Mitja","Prevolšek, Aljaž"],"dc:format":[{"@xml:lang":"sl","#text":"številka:1"},{"@xml:lang":"sl","#text":"letnik:72"},{"@xml:lang":"sl","#text":"str. 65-74"}],"dc:identifier":["ISSN:0014-8229","COBISSID_HOST:55530499","URN:URN:NBN:SI:doc-YOREKWX0"],"dc:language":"sl","dc:publisher":{"@xml:lang":"sl","#text":"Slovensko farmacevtsko društvo"},"dc:subject":[{"@xml:lang":"sl","#text":"digitalno trženje"},{"@xml:lang":"sl","#text":"Družbena omrežja"},{"@xml:lang":"sl","#text":"Farmacevtska industrija"},{"@xml:lang":"sl","#text":"Marketing"}],"dcterms:temporal":{"@rdf:resource":"2005-2025"},"dc:title":{"@xml:lang":"sl","#text":"Upravljanje javnih podob vodilnih farmacevtskih podjetij na spletnih družbenih omrežjih| Management of leading pharmaceutical companies' online social network profiles|"},"dc:description":[{"@xml:lang":"sl","#text":"Online social network sites provide marketers with a better understanding of patients' needs compared to traditional media, yet research shows that pharmaceutical companies devote less attention to them compared to other industries. We performed a computer-mediated discourse analysis of five blogs and for ten international pharmaceutical companies on three online social network sites. Our research shows that the digital strategy of managing profiles of pharmaceutical online social network sites still trails behind other industries. Leading pharmaceutical companies aren't implementing recommendations for the effective management of profiles on online social network sites consistently. They poorly implement recommendations on the use of sponsored posts, stories, live videos and vertical or square videos. The implementation of recommendations for listing of company data, regular posting and displaying logos in the first three seconds of videos should be more regular to achieve higher engagement rates and better recognition. The most important tool for profile management is video. Pharmaceutical companies pay the most attention to LinkedIn"},{"@xml:lang":"sl","#text":"Spletna družbena omrežja omogočajo tržnikom boljše razumevanje bolnikovih potreb v primerjavi s tradicionalnimi mediji, kljub temu pa raziskave kažejo, da jim farmacevtska podjetja posvečajo manj pozornosti kot druge industrije. Izvedli smo analizo računalniško posredovane razprave na petih spletnih dnevnikih ter za deset mednarodnih farmacevtskih podjetij na treh spletnih družbenih omrežjih. Raziskava je pokazala, da digitalna strategija upravljanja javnih podob na spletnih družbenih omrežjih v farmacevtski industriji še vedno zaostaja za drugimi industrijskimi panogami. Vodilna farmacevtska podjetja priporočil za učinkovito upravljanje javnih podob na spletnih družbenih omrežjih ne izvajajo dosledno. Pomanjkljivo izvajajo priporočila o uporabi finančno stimuliranih objav, objav z zgodbami, videi v živo in videoposnetki v navpični ali kvadratni obliki. Za večjo odzivnost in boljše prepoznavanje s strani uporabnikov spletnih družbenih omrežjih bi lahko pogosteje izvajala priporočila glede navajanja podatkov podjetja, rednega objavljanja in prikazovanja logotipov v prvih treh sekundah videoposnetkov. Kot najpomembnejše orodje so se izkazali videoposnetki. Farmacevtska podjetja največ pozornosti posvečajo LinkedInu"}],"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-YOREKWX0","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:doc-YOREKWX0"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:doc-YOREKWX0/ea50ffb5-f23f-4e25-b18c-2d055b7d9333/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":"Slovensko farmacevtsko društvo"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:doc-YOREKWX0/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:doc-YOREKWX0"}}}}