Digital library of University of Maribor
Not a member yet
81039 research outputs found
Sort by
Organisations\u27 owners as ambassadors of sustainability: searching for synergies between formal higher education woth micro-credentials and the economy to increase sustainability
Get PDFTrajnostno upravljanje in vodenje organizacij postaja vedno bolj pomembno za dolgoročno uspešnost organizacij, pri tem pa imajo pomembno vlogo lastniki kot upravljalci in oblikovalci politike podjetja. Magistrsko delo obravnava vlogo lastnikov organizacij kot ambasadorjev trajnostnosti in preučuje sinergije med formalnim visokošolskim izobraževanjem, mikrodokazili, razvojem gospodarstva in podjetji za povečanje trajnostnosti. Predstavljeni so ključni koncepti trajnostnosti, integralnega managementa in vpliva lastnikov kot upravljalcev na organizacijo in njene trajnostne usmeritve. Predstavljeni so zakonodajni okviri, standardi, protokoli in druge komponente poročanja organizaciji o trajnostnosti ter povezava tega s pomenom izobraževanja o trajnostnosti za organizacije. V empiričnem delu sta izvedeni dve študiji primera, prva se nanaša na analizo izbranih izobraževanj o trajnostnosti v poslovanju v Sloveniji, druga pa na preučitev izbranih tujih visokošolskih študijskih programov s področja trajnostnosti. Na podlagi ugotovitev je oblikovan predlog modela kurikuluma za trajnostno izobraževanje lastnikov organizacij z uporabo mikrodokazil v visokem šolstvu. Raziskava je pokazala, da je izobraževanje na področju trajnostnosti v poslovanju pomembno, vendar v Sloveniji še ni sistematično urejeno. Zato se mikrodokazila izkazujejo kot potencialno učinkovito orodje za povezovanje akademskega sveta in gospodarstva, kar bi lahko omogočalo boljši prenos znanja ter večjo izobraženost o trajnostnosti v poslovanju.Sustainable governance and management of organizations are becoming increasingly important for the long-term success of businesses, with owners playing a crucial role as governors and as decision-makers of business policy. This master’s thesis examines the role of business owners as sustainability ambassadors and explores the synergies between formal higher education, micro-credentials, the economy development and business sector in enhancing sustainability. Key concepts of sustainability, integral management, and the influence of owners as governors on organization and its sustainability orientations are presented. The thesis also outlines legislative frameworks, standards, protocols, and other reporting components related to organizations\u27 sustainability, emphasizing the importance of sustainability education for businesses. The empirical section includes two case studies. The first case study analyzes selected education programs on sustainability in business in Slovenia, while the second case study examines selected international higher education programs focused on sustainability. Based on the findings, a proposed curriculum model for sustainability education for business owners is developed, proposing incorporating micro-credentials in higher education. The results indicate that sustainability education in business is essential but remains unsystematically structured in Slovenia. Consequently, micro-credentials emerge as a potentially effective tool for bridging academia and the business sector, enabling better knowledge transfer and greater awareness of sustainability in business practices
Behavioral expectations of business school students concerning extreme climate events
Get PDFAbstract: This article presents the role of environmental attitudes and self-efficacy in shaping the behavioral expectations of business students in Southeast Europe regarding extreme climate events. Conducted across twelve public and private business schools in five countries, the study provides a baseline for comparison with similar empirical research. Using multiple linear regression, we analyze the relationship between the proenvironmental attitudes and environmental self-efficacy to the students’ climate change expectations. Our results indicate that pro-environmental attitudes significantly predict the students’ expectations of extreme climate events, while environmental self-efficacy plays a secondary but statistically significant role. These findings extend the extant literature by focusing on the role of sustainability in business school curricula and the potential positive outcomes of experiential learning methods and approaches
Construction of a test fixture for pcb assemblies using fea analysis
Get PDFV diplomskem delu so opisane različne vrste testnih priprav, ki se uporabljajo v proizvodnji elektronik. Diplomsko delo govori o konstrukciji testne priprave za določeno elektroniko, na kateri je potrebno preveriti funkcionalnost elektronike. Po končani konstrukciji se s pomočjo MKE analize preveri, ali je elektronika med samim testiranjem preobremenjena. Po uspešni analizi je potrebno sprogramirati programe za elemente testne priprave, ki bodo izdelani na CNC rezkalnem stroju. Za elemente, ki so bili izdelani na klasičnem rezkalnem stroju ali univerzalni stružnici, se pripravijo delavniške risbe. Za lažjo sestavo testne priprave so se izdelale sestavne risbe, s katerimi si je sestavljalec pomagal.This thesis covers the different types of test fixures, that are used in electronics manufacturing. The thesis is mainly about the construcion of a text fixturefor specific electronics of the electronics that has to be tested and checked. After the design is completed, an FEA analysis is used to check whether te electronics are overloaded during the actual testing. After a successful analysis, it is required to program the test fixture elements that have beedn manufactured on the CNC milling machine. For the elements that have been produced on a classical milling machine or a universal lathe, drawing are prepared. To help the assembler to asseble the test fixture , i have prepared assembly drawing to help assembler
The impact of non-financial reporting on sustainable corporate governance
Get PDFV preteklih letih so se pojavili številni dogodki (kot so finančne krize, neodgovorno korporativno upravljanje itd.), ki so negativno vplivali na gospodarske družbe, gospodarstvo in s tem tudi na deležnike in širšo družbo. S strani ključnih deležnikov gospodarskih družb se je tako začela pojavljati vedno večja potreba po celovitosti poročanih informacij s strani gospodarskih družb in po večji transparentnosti. Z vpeljavo Evropske direktive 2014/95/EU (v nadaljevanju NFRD) je bila na evropski ravni vpeljana zahteva za poročanje nefinančnih podatkov za določene skupine gospodarskih družb. Z objavo tovrstnih informacij naj bi gospodarske družbe njihovim deležnikom in širši javnosti prikazale celovitejšo plat svojega poslovanja, ki se ne navezuje primarno na finančno stanje in pridobivanje dobička, temveč tudi na vlogo prilagajanja poslovanja gospodarske družbe v smeri ohranjanja naravnega in družbenega okolja. S tem bi se širši javnosti prikazala dodatna področja poslovanja in upravljanja gospodarskih družb, ki bi pripomogla k večjemu zavzemanju gospodarskih družb za doseganje ciljev, ki so vsebinsko naravnani k trajnostnemu in družbeno odgovornemu razvoju. Glavni poudarek doktorske disertacije se nanaša na raziskavo vpliva zakonodaje nefinančnega poročanja na kakovost poročanih nefinančnih informacij (raziskovalni konstrukt 1) in na vpliv zakonodaje nefinančnega poročanja na trajnostno korporativno upravljanje (raziskovalni konstrukt 2). Tovrstni vpliv je v raziskavi doktorske disertacije proučevan na podlagi lastnega raziskovalnega modela, ki je bil vzpostavljen na temelju zahtev NFRD, CSRD, standardov ESRS in MER-modela integralnega managementa in upravljanja. Doktorska disertacija je razdeljena na teoretični in empirični del. Prvo poglavje doktorske disertacije predstavlja uvodno poglavje, ki vsebuje opredelitev problema raziskave, raziskovalno tezo, cilje raziskave, raziskovalna vprašanja, kot tudi predpostavke in omejitve raziskave ter opis raziskovalnih metod. Drugo in tretje poglavje doktorske disertacije se nanašata na opis teoretične podlage, zgodovinskega razvoja in zakonodaje na področju korporativnega upravljanja in družbeno odgovornega ter trajnostnega korporativnega upravljanja. Četrto poglavje doktorske disertacije vsebuje opis celovitega in trajnostnega upravljanja gospodarskih družb na podlagi MER-modela integralnega managementa in upravljanja. V petem poglavju so opisani pravni viri na področju družbeno odgovornega in trajnostnega korporativnega upravljanja v EU in medsebojna primerjava pravnih okvirjev izbranih držav (Slovenije, Nemčije in Francije), ki so vključene v empirični del raziskave doktorske disertacije. Ugotovitve, pridobljene v drugem, tretjem, četrtem in petem poglavju, so bile uporabljene za pripravo lastnega raziskovalnega modela, ki je
opisan v šestem poglavju doktorske disertacije. Lasten raziskovalni model za ovrednotenje nefinančnih informacij je bil uporabljen za izvedbo empirične raziskave. Empirična raziskava, ki je predstavljena v sedmem poglavju, je bila izvedena na podlagi kvalitativne metode pluralne razlagalne študije primera. Za analizo podatkov je bila v raziskavi študije primera uporabljena kvalitativna metoda analize vsebine v povezavi z metodo primerjalne analize. V raziskavo je bilo vključenih 30 gospodarskih družb iz Slovenije, Nemčije in Francije (10 gospodarskih družb iz vsake države). Raziskava je bila izvedena na podlagi javno objavljenih letnih poročil in trajnostnih poročil, objavljenih za leti 2017 in 2021. Predstavljenim rezultatom empiričnega dela raziskave sledi opis implikacij rezultatov raziskave za gospodarske družbe in širšo družbo v osmem poglavju ter sklep s ključnimi ugotovitvami raziskave.In recent years, numerous events have occurred (such as financial crises, irresponsible corporate governance, etc.) that have had a negative impact on companies, the economy, and, thus, also on stakeholders and the broader society. From the side of the key stakeholders of the companies, an ever-increasing need for the integrity of the reported information by the companies and for greater transparency began to appear. With the introduction of the European Directive 2014/95/EU (hereinafter: NFRD), a requirement for reporting non-financial data for certain groups of companies was introduced at the European level. By publishing this kind of information, companies should show their stakeholders and the general public a more comprehensive side of their business which is not primarily related to the financial situation and profit making but also to the role of adapting the company\u27s business in the direction of preserving the natural and social environment. This would show the general public additional areas of business and governance of commercial companies, which would contribute to a greater commitment of commercial companies to achieving goals that are substantively oriented towards sustainable and socially responsible development. The main focus of the doctoral dissertation relates to research on the impact of non-financial reporting legislation on the quality of reported non-financial information (research construct 1) and on the impact of non-financial reporting legislation on sustainable corporate governance (research construct 2). This type of influence is studied in the research of the doctoral dissertation based on our research model which was established based on the requirements of the NFRD, CSRD, ESRS standards, and the MER model of integral management and governance. The doctoral dissertation is divided into a theoretical and an empirical part. The first chapter of the doctoral dissertation is the introductory chapter which contains the definition of the research problem, research thesis, research objectives, and research questions, as well as research assumptions and limitations and a description of research methods. The second and third chapters of the doctoral dissertation refer to the description of the theoretical basis, historical development, and legislation in the field of corporate governance and socially responsible and sustainable corporate governance. The fourth chapter of the doctoral dissertation contains a description of the comprehensive and sustainable management of companies based on the MER model of integral management and governance. In the fifth chapter, legal sources in the field of socially responsible and sustainable corporate governance in the EU and a comparison of the legal frameworks of selected countries (Slovenia, Germany, and France) are described.
These countries are included in the empirical part of the doctoral dissertation research. The ascertainments obtained in the second, third, fourth, and fifth chapters were used to prepare our research model which is described in the sixth chapter of the doctoral dissertation. Our research model for the evaluation of non-financial information was used to conduct the empirical research. The empirical research, which is presented in the seventh chapter, was carried out based on the qualitative method of an explanatory multiple case study. For data analysis, the qualitative method of content analysis in conjunction with the method of comparative analysis was used in the case study research. 30 companies from Slovenia, Germany, and France (10 companies in each country) were included in the research. The research was conducted based on publicly published annual reports and sustainability reports published for the years 2017 and 2021. The empirical part of the research are followed by a description of the implications of the research results for economic companies and broader society in the eighth chapter, as well as the conclusion
Personnel tsunami
Get PDFDiplomska naloga se osredotoča na pojav kadrovski cunami, ki predstavlja enega največjih izzivov sodobnega trga dela, ter njegov vpliv na organizacije. Razvoj kadrovanja iz administrativne funkcije v strateško področje omogoča globlje razumevanje pomena ljudi kot najpomembnejšega vira organizacije. Osrednji poudarek pa je na pojavu kadrovski cunami, ki opozarja na nestabilnost in hitre spremembe na trgu dela.
Kadrovski cunami odraža izzive, kot so naraščanje pomanjkanje talentov, povečana fluktuacija zaposlenih in širši gospodarski vpliv. Pandemija je te dinamike še dodatno pospešila in podjetja spodbudila k ponovnemu premisleku o delovnih pogojih in angažiranju zaposlenih.
Organizacije lahko izziv obrnejo v priložnost z razumevanjem potreb zaposlenih, prilagajanjem njihovim pričakovanjem ter gradnjo kulture, ki spodbuja povezanost in dolgoročno zvestobo. Posebno vlogo ima tudi generacija Z, ki s svojo tehnološko pismenostjo, iskanjem smiselnega dela in poudarkom na ravnovesju med delom in življenjem preoblikuje trg dela in vpliva na sam pojav. Priporočila vključujejo uvajanje hibridnih modelov dela, podporo duševnemu zdravju in vlaganje v digitalno transformacijo, da bi zadostili tehnološko napredni naravi generacije Z.
Med raziskavo smo ugotovili, da neizpolnjeni delovni pogoji, kot so nejasna pričakovanja, pomanjkanje podpore in omejene možnosti za razvoj, pomembno prispevajo k odhodu zaposlenih ter zmanjšujejo zavzetost. Generacija Z, kot eden izmed večjih vplivnežev samega pojava dajejo prednost prilagodljivim delovnim pogojem, uravnoteženosti med delom in zasebnim življenjem ter skladnosti z vrednotami organizacije, kar povečuje njihovo fluktuacijo, če ta pričakovanja niso izpolnjena. Poleg tega kadrovski cunami je vse bolj razširjen pojav, ki vpliva na različne sektorje zaradi pomanjkanja usposobljene delovne sile in hitrih sprememb na trgu dela.The thesis focuses on the phenomenon of the "personnel tsunami," which represents one of the greatest challenges of the modern labor market, and its impact on organizations. The evolution of human resource management from an administrative function to a strategic domain enables a deeper understanding of the importance of people as the most valuable asset of any organization. The central emphasis is on the personnel tsunami, which highlights the instability and rapid changes in the labor market.
The personnel tsunami reflects challenges such as the growing talent shortage, increased employee turnover, and broader economic implications. The pandemic has further accelerated these dynamics, prompting companies to rethink working conditions and employee engagement.
Organizations can turn this challenge into an opportunity by understanding employee needs, adapting to their expectations, and building a culture that fosters connection and long-term loyalty. Generation Z plays a significant role in this transformation, with its technological proficiency, search for meaningful work, and focus on work-life balance reshaping the labor market and influencing the phenomenon itself. Recommendations include implementing hybrid work models, supporting mental health, and investing in digital transformation to meet the technologically advanced nature of Generation Z.
The research found that unmet working conditions, such as unclear expectations, lack of support, and limited development opportunities, significantly contribute to employee departures and lower engagement. Generation Z, as one of the key influencers of this phenomenon, prioritizes flexible working conditions, work-life balance, and alignment with organizational values, which increases their turnover if these expectations are not met. Additionally, the personnel tsunami is an increasingly widespread phenomenon affecting various sectors due to a lack of skilled labor and rapid changes in the labor market
DEVELOPMENT OF LOCAL SELF-GOVERNMENT IN THE MUNICIPALITY OF MIKLAVŽ NA DRAVSKEM POLJU
Get PDFV Republiki Sloveniji je bila po osamosvojitvi leta 1991 izvedena reforma lokalne samouprave, z uvedbo občin kot njenih temeljnih oblik, ki je bila posledica približevanja evropskemu tipu moderne lokalne skupnosti in samouprave.
V diplomskem delu sem se osredotočil na kraj svojega prebivanja, na občino Miklavž na Dravskem polju in poskušal predstaviti njen upravnopravni razvoj skozi čas. V prvem delu naloge sem podrobneje predstavil problematiko zgodovinskega obdobja, od zametkov prvih upravnih oblasti v poznem srednjem veku in kasneje v obdobju banovin ter skupne Države Srbov, Hrvatov in Slovencev, preko obdobja druge svetovne vojne, obdobja socializma in federalizma ter sistema samoupravnih lokalnih skupnosti v obliki komun kot temeljnih enot lokalne samouprave. V nadaljevanju sem poskušal osvetliti pobude, napore in dejanja medkrajevnega odbora za ustanovitev samostojne občine Miklavž na Dravskem polju, skupaj z referendumom za ustanovitev ter kasnejšimi lokalnimi volitvami župana in občinskega sveta v letih 1998, 2002 in 2006. V drugem delu nato obravnavam tematiko samega delovanja in funkcioniranja občine, preko njenih nalog in pristojnosti ter z opredelitvijo funkcij in medsebojne povezanosti občinskih organovžupana, občinskega sveta, nadzornega odbora ter občinske uprave. Dotaknil sem se tudi problematike financiranja občine in obenem prikazal razvoj proračuna oziroma prihodkov občine v minulih letih njenega delovanja. V zaključku samega diplomskega dela pa obravnavam še vidik sodelovanja občanov v občini, z osvetlitvijo naknadnega referenduma kot oblike sodelovanja občanov, ki je bil izpeljan v Miklavžu leta 2009.After the independece of Slovenia in the year 1991 and all the necessary legal actions regarding this process, there was a big urge to reform local self-government. The main goal was to transform the existing local self-government in the direction of a modern type of local communities as it is known in western Europe.
In my thesis I focuse on my home town and try to present development of local self-government in municipality of Miklavž na Dravskem polju. In the first part, my intention is to highlite development of local self-government in the period from the initial government administrations in late middle ages, over to the period of joint state of Serbs, Croatians and Slovenians in early 20th century and finally over the time of second world war followed by the socialism and federalism in former Yugoslavia. In the next chapter I try to shed light on the strong efforts of the joint committee formed with the goal of establishing independent municipality Miklavž na Dravskem polju, culminating with the referendum for it´s creation and following with local elections in years 1998, 2002 and 2006. In second part, I discuss the actions, functions and areas of competence of municipality, functions of the mayor, municipal board and municipal administration and furthermore, their legal interconnection issues. In the last part of my thesis, I lay out problems considering municipality funding and financing and also the development and growth of the municipality budget income in the past decade of it`s operation. In closing chaper I present examples of participation of community members in municipality self-government decissions. Finaly, I present an example of a local referendum which took part in Miklavž in the year 2009
Fear of Crime in the Municipality of Krško
Get PDFStrah pred kriminaliteto je ena najbolj raziskovanih kriminoloških tem po vsem svetu. Raziskave segajo v 60. leta prejšnjega stoletja, s poudarkom na preučevanju vzrokov za njegov nastanek, kdo je zanj najbolj dovzeten ter kako in zakaj ga meriti. Na tem področju je pomembno opravljati redne študije in raziskave, saj lahko tako olajšamo delo akterjev na področju varnosti ter prispevamo k izboljšanju življenjskih razmer. V diplomskem delu smo se osredotočili na strah pred kriminaliteto v Mestni občini Krško. Prvi del naloge vsebuje pregled znanstvene in strokovne literature, v drugem delu pa predstavljamo rezultate izvedene študije med prebivalci Mestne občine Krško. Zanimalo nas je predvsem, kako občani občutijo strah pred kriminaliteto ter kako se ta razlikuje glede na starost, spol in tip okolja. Rezultati so pokazali, da se mlajši, ženske in respondenti, ki prihajajo iz mest bolj bojijo kriminalitete kot starejši, moški ali respondenti, ki prihajajo z vasi. Kar se tiče preventivnih ukrepov, smo v raziskavi ugotovili, da se jih bolj poslužujejo naslednji: starejši, ženske in respondenti iz mest. V raziskavi smo želeli predstaviti tudi uporabnost rezultatov z umestitvijo v lokalni kontekst. Tako lahko rečemo, da večina prebivalcev čuti, da se je stopnja kriminalitete pri njih v zadnjih letih povečala, zato bi bilo smiselno razmisliti o ukrepih, ki bi lahko pozitivno vplivali na občutek strahu pri občanih. Iz podatkov raziskave bi bilo najbolj smiselno, da se ti ukrepi osredotočajo na reševanje romske problematike in priseljevanja, prav tako pa bi bilo, kot so poročali respondenti, treba povečati prisotnost policije in izboljšati javno razsvetljavo.Fear of crime is one of the most researched topics in worldwide criminology. Research dates back to the 1960s, focusing on the causes of fear, who is most likely to fear crime, and how and why to measure it. It is important to carry out regular studies and research in this field, as it can help to improve the work of security actors and contribute to the improvement of living conditions. In this diploma thesis, we focused on the fear of crime in the Municipality of Krško. The first part of the diploma thesis contains a review of scientific and academic literature, and in the second part of the thesis we present the results of a study conducted among the residents of the Municipality of Krško. We were particularly interested in how citizens perceive their fear of crime and how it varies according to age, gender, and type of environment. The results of the survey showed that younger people, women, and respondents from urban areas are more afraid of crime than older people, men or respondents from rural areas. In terms of preventive measures, the study found that the following groups are more likely to use them: older people, women, and respondents from urban areas. In the study, we also wanted to demonstrate the applicability of the results by placing them in the local context. It can be said that the majority of the residents feel that the crime rate has increased in their area over the past few years, and it would therefore be useful to consider measures that could have a positive impact on citizens\u27 fear of crime. From the survey data, it would make the most sense for these measures to focus on tackling the Roma and immigration issues and, as reported by respondents, to increase police presence and improve street lighting
The impact of social media influencers\u27 reputation on followers\u27 purchase intentions
Get PDFV zadnjih letih so platforme družbenih medijev spremenile komunikacijsko krajino in omogočile posameznikom in organizacijam takojšnjo interakcijo z globalnim občinstvom. Ker več kot polovica svetovnega prebivalstva aktivno uporablja platforme, kot so Instagram, YouTube in TikTok, so se družbeni mediji pojavili ne le kot medij za osebno izražanje, temveč tudi kot močan kanal za trženje in gradnjo blagovne znamke. Hitro širjenje vsebin je spremenilo način, kako odjemalci odkrivajo izdelke, oblikujejo mnenja in sprejemajo nakupne odločitve. Posledično so se tržniki od tradicionalnega oglaševanja preusmerili k bolj niansiranim, medosebnim pristopom, ki izkoriščajo sposobnost ustvarjalcev vsebin za spodbujanje zaupanja, pristnosti in angažiranosti.
Znotraj tega razvijajočega se digitalnega ekosistema so vplivneži, opredeljeni kot posamezniki, ki so si pridobili predano bazo sledilcev in kažejo sposobnost oblikovanja stališč in vedenja s svojimi vsebinami, postali osrednje osebnosti. Za razliko od slavnih osebnosti, ki pogosto postanejo znane prek tradicionalnih kanalov (film, šport ali glasba), vplivneži na družbenih omrežjih običajno pridobijo prepoznavnost z dosledno angažiranostjo in avtentičnostjo. Njihova verodostojnost izhaja iz njihove sposobnosti poistovetenja ali zaznanega strokovnega znanja na določenem področju, kar jim daje raven zaupanja, ki v mnogih primerih presega zaupanje konvencionalnih oglaševalcev. Sčasoma so blagovne znamke spoznale, da lahko partnerstvo s takimi vplivneži obide del skepticizma, ki ga ustvarja tradicionalno oglaševanje, in omogoči bolj organske in integrirane oblike oglaševanja izdelkov.
Vplivnostno marketinško komuniciranje, strateško sodelovanje med blagovnimi znamkami in vplivneži za promocijo izdelkov ali storitev, se je hitro razvilo v večmilijardno industrijo in postalo nepogrešljiv del sodobnih marketinških strategij. Ta pristop izkorišča obstoječo bazo sledilcev vplivneža za okrepitev sporočil blagovne znamke na način, ki se zdi naraven za družbeno platformo. Namesto da bi prekinilo uporabniško izkušnjo z tradicionalnimi oglasi, vplivnostno marketinško komuniciranje brezhibno integrira promocijsko vsebino v običajne objave vplivnežev. Ta pristop velja za bolj pristnega in vodi do večje angažiranosti, saj sledilci bolj zaupajo priporočilom vplivnežev kot priporočilom iz tradicionalnega korporativnega oglaševanja.
Vendar pa temelji učinkovitosti vplivnostnega marketinškega komuniciranja negotovo slonijo na kompleksnem in pogosto krhkem elementu – ugledu. Za blagovne znamke ugled predstavlja kolektivno zaznavo njihove verodostojnosti, zanesljivosti, kakovosti in vrednot v očeh odjemalcev in deležnikov, ki se razvija skozi čas. Podobno je ugled vplivnežev temeljnega pomena za njihovo sposobnost vplivanja in ustvarjanja komercialne vrednosti. Ko blagovna znamka sodeluje z vplivnežem, se učinkovito uskladi z vrednotami in javno podobo te osebe. Zato morajo blagovne znamke temeljito oceniti ugled vplivneža, da zagotovijo skladnost vrednot, tona in stopnje zaupanja, ki jo vzbuja pri svojem občinstvu.
Končni cilj večine marketinških kampanj vplivnežev je pozitivno vplivati na vedenje odjemalcev, pri čemer je nakupna namera ključni predhodnik in kazalnik uspeha. Nakupna namera predstavlja odjemalčev zavestni načrt ali verjetnost, da bo v prihodnosti kupil določen izdelek ali storitev.
Magistrsko delo se izrecno osredotoča na ugled vplivnežev skozi štiri različne dimenzije – komunikacijske sposobnosti, vpliv, avtentičnost in strokovnost – in si prizadeva raziskati povezanost med temi dimenzijami in nakupno namero z uporabo korelacijske analize.In recent years, social media platforms have transformed the landscape of communication, enabling individuals and organizations to interact with global audiences instantaneously. With over half of the world’s population actively engaging on platforms such as Instagram, YouTube and TikTok, social media has emerged not only as a medium for personal expression but also as a powerful channel for marketing and brand building. The rapid diffusion of content has altered how consumers discover products, form opinions, and make purchasing decisions. As a result, marketers have shifted away from traditional advertising toward more nuanced, relational approaches that leverage content creators’ ability to foster trust, authenticity, and engagement.
Within this evolving digital ecosystem, influencers, defined as individuals who have amassed a dedicated following and exhibit the capacity to shape attitudes and behaviors through their content, have become central figures. Unlike celebrities who often rise to prominence through traditional channels (film, sports, or music), social media influencers typically gain recognition through consistent engagement and authenticity. Their credibility stems from their relatability or perceived expertise or in a particular domain, thereby granting them a level of trust that, in many cases, outstrips that of conventional advertisers. Over time, brands have recognized that partnering with such influencers can bypass some of the skepticism generated by traditional advertising, enabling more organic and integrated forms of product endorsement.
Influencer marketing, the strategic collaboration between brands and influencers to promote products or services, has rapidly evolved into a multi‐billion‐dollar industry and became indispensable component of contemporary marketing strategies. This approach leverages the influencer’s existing follower base to amplify brand messages in a way that feels natural to the social platform. Rather than disrupting the user experience with traditional advertisements, influencer marketing integrates promotional content seamlessly into the influencer’s usual posts. This approach is seen as more authentic, leading to increased engagement, as followers tend to trust the influencer’s recommendations more than those from traditional corporate advertising.
However, the very foundation of influencer marketing\u27s effectiveness rests precariously on a complex and often fragile element – reputation. For brands, reputation represents the collective perception of their credibility, reliability, quality, and values in the eyes of consumers and stakeholders, developed over time. Similarly, an influencers reputation is fundamental to their ability to influence and generate commercial value. When a brand collaborates with an influencer, it effectively aligns itself with that individual’s values and public image. Therefore, brands must thoroughly evaluate an influencer’s reputation to ensure alignment in values, tone, and the level of trust they inspire in their audience.
This master’s thesis focuses explicitly on influencer reputation through four distinct dimensions—communication skills, influence, authenticity, and expertise—and aims to investigate the relationship between these dimensions and purchase intention using correlation analysis
Language characteristics of the second age group children narrativein the continuation of the story about muca Copatarica (Cat the Slipper Cobbler)
Get PDFDiplomsko delo z naslovom Jezikovne značilnosti pripovedovanja otrok drugega starostnega obdobja v nadaljevanju zgodbe o muci Copatarici obravnava razvoj govora pri otrocih ter vpliv pripovedovanja zgodb na njihov jezikovni razvoj. V teoretičnem delu sta podrobno opredeljena pomen in razvoj govora, pri čemer je posebna pozornost namenjena razlikovanju med narečnim in knjižnim jezikom. Posebej se osredotoča na prleško narečje, vključno z njegovimi oblikoslovnimi in skladenjskimi značilnostmi. Prav tako obravnava metode spodbujanja pripovedovanja pri otrocih, analizira strukturo povedi ter razvijanje domišljije skozi pripovedovanje. Poleg tega vključuje pregled slikanice Muca Copatarica kot pomembnega didaktičnega orodja v procesu jezikovnega razvoja. Empirični del predstavlja rezultate raziskave, osredotočene na jezikovne značilnosti pripovedovanja otrok drugega starostnega obdobja. Vključuje podrobno analizo pripovedovanja otrok v nadaljevanju zgodbe o muci Copatarici, zbranih v vrtcu Cezanjevci. Analiza se osredotoča na razmerje med rabo knjižnega jezika in narečja, na rabo enostavčnih in večstavčnih povedi ter na rabo najpogosteje uporabljenih besednih vrst. Rezultati so predstavljeni tabelarično in opisno, dodane so interpretacije in ugotovitve, ki izhajajo iz opazovanj. Tako smo ugotovili, da v pripovedovanju otrok v nadaljevanju zgodbe o muci Copatarici prevladuje knjižni jezik. Zanimivo je, da so otroci uporabljali več večstavčnih povedi, kar kaže na njihovo sposobnost kompleksnejšega izražanja in razvoja sintaktičnih struktur. Poleg tega so pri pripovedovanju uporabljali največ samostalniških besed, kar nakazuje, da je njihovo pripovedovanje osredotočeno predvsem na poimenovanje oseb, predmetov ipd.The thesis with a title Language characteristics of the second age group children narrative in the continuation of the story about muca Copatarica (Cat the Slipper Cobbler) addresses the development of speech in children and the impact of storytelling on their language development. In the theoretical part, the meaning and development of speech are defined in detail, paying special attention to the distinction between dialect and literary language. The thesis focuses particularly on the Prlekija dialect, including its morphological and syntactic features. The thesis also discusses methods for encouraging storytelling in children, analyses the structure of sentences and the development of imagination through storytelling. In addition, it includes a review of the picture book Slipper Keeper Kitty as an important didactic tool in the process of language development. The empirical part presents the results of a research focused on the linguistic features of the storytelling of children of the second age period. It includes a detailed analysis of the storytelling of children in the continuation of the story Slipper Keeper kitty, collected in the Cezanjevci kindergarten. The analysis focuses on the relation between the use of literary language and dialect, on the use of simple and multi-clause sentences, and on the use of the most used parts of speech. The results are presented in a table and descriptivelyinterpretations and conclusions based on observations are added. Therefore, we concluded that children predominantly use literary language when continuing the story of Slipper Keeper Kitty. It is interesting to note that children used several multi-clause sentences, which indicates their ability to express themselves more complexly and develop syntactic structures. In addition, they mostly used noun words in their storytelling, which suggests that their storytelling is mainly focused on naming persons, objects, etc