National Repository of Grey Literature 72 records found  1 - 10nextend  jump to record: Search took 0.01 seconds. 
Marketing communications and the use of influencer marketing of PRIME, hydration drinks
Soukup, Richard ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
Influencer marketing is nowadays a very widespread and powerful tool used especially on social networks to implement marketing strategies. This paper discusses the use of influencer marketing in connection with the PRIME brand of beverages based on just two influencers. The thesis includes a description of the other marketing communication activities of this brand with an emphasis on sports sponsorship and collaboration with athletes. An analysis of the brand's competition in the United States has been conducted and reasons have been given for the brand's decision to target European sports clubs in particular. The aim of the thesis was to present the success the brand has gained in its short existence in the foreign market and to compare it with the general perception in the Czech market. The effect of influencer marketing and other communication tools of the brand on the Czech consumers, the awareness of the brand founders and the perception of the products offered were investigated using an anonymous quantitative online questionnaire survey conducted on 100 respondents. As a result, it was found that the Czech market is familiar with both brand founders and influencer marketing has an effect on 66% of all respondents, however, other communication tools of the brand do not have the desired effect...
Body Representation and Eating Disorders in the Communication Strategy of Czech Influencers
Řezáčová, Natálie ; Heřmanová, Marie (advisor) ; Soukup, Martin (referee)
1 Abstract This masters thesis aims to analyse the everyday practice of Czech influencers on social media. It asks how they approach topics that may influence the onset and development of a particular form of eating disorder within their audience. The thesis also aims to find out the Czech influencers attitudes towards regulation of social platforms and who they think should communicate experttopics and in what way. Last but not least, the thesis aims to analyze how the influencers articulate and use the influence they have gained through their activity on theplatforms during their career. The text of the thesis is divided into three parts. The first part is dedicated to the current state of knowledge. It consists of several chapters that review publications dealing with influencers, social media in relation to eating disorders, and the current regulation of these platforms. The research methodology, which is built on the grounded theory method, is introduced in the second section The method of data collection through semi-structured interviews is also described in more detail. The third, empirical part of the thesis then analyses the interviews. The statements from these interviews are placed in the context of current knowledge. Those that relate specifically to eating disorders are then considered in the...
Influencer involvement in Czech 2023 presidential campaigns from the perspective of political communication
Floriánová, Eliška ; Konrádová, Marcela (advisor) ; Rosenfeldová, Jana (referee)
This master's thesis explores the involvement of influencers in the Czech presidential campaigns of 2023 from the perspective of political communication. It analyzes the phenomenon of influencers' engagement in political campaigns through shared content on social media platforms. The theoretical part of the thesis examines the current issues surrounding social media and its successful creators, influencers, who have the ability to influence the opinions and attitudes of their followers. The thesis relies on the concept of the celebritization of politics, which explores the process by which politicians adopt communication strategies and elements associated with celebrities and the entertainment industry to gain greater public attention. However, a part of the celebrity culture theory also involves celebrities entering politics, which will be thoroughly examined in the theoretical section. The research is conducted using two quantitative methods: content analysis and questionnaire survey. By employing these research methods, the research questions will be answered, which investigate the most common forms and methods of involving influencers in political campaigns during elections. The research will clarify the role of influencers in contemporary political communication and their level of ability to...
The importance of authenticity in influencer marketing in gastronomy
Čapková, Ema ; Klabíková Rábová, Tereza (advisor) ; Koudelková, Petra (referee)
With a growing need to differentiate themselves on the market, companies are increasingly turning to influencers to engage potential customers. This bachelor thesis focuses on the role of authenticity in influencer marketing campaigns in the foodservice industry. The thesis first builds a theoretical foundation where the concepts of influencer marketing, authenticity and its influence on consumer behaviour are defined. In order to answer the research question of whether authenticity plays a role in the success of influencer marketing campaigns in the gastronomy industry, a mixed-methods research involving qualitative social media analysis and quantitative questionnaire survey was conducted. In the practical part of the thesis, two specific campaigns are examined: the collaboration of chef Přemek Forejt with McDonald's and a youtuber duo called Kluci z Prahy with Wolt. The analysis of social media, specifically YouTube and Instagram, where the campaigns were primarily communicated, and the subsequent questionnaire survey revealed that authenticity is important for the success of campaigns in gastronomy. Authentic communication was associated with positive audience reception, while an inauthentic approach resulted in negative reactions. Due to the complexity of the issue, this paper does not provide...
Sharing kids online from the perspective of Czech kidfluencers and their parents
Pospíšilová, Tereza ; Hejlová, Denisa (advisor) ; Rosenfeldová, Jana (referee)
The thesis "Sharing Kids Online from the Perspective of Czech Kidfluencers and Their Parents" explores the phenomenon of kidfluencers in the Czech Republic. It integrates a theoretical framework with empirical research through interviews with child influencers and their parents. The data from these interviews are analyzed using the open coding. The research primarily focuses on ethical concerns, privacy, and the digital footprints of children's online activities, alongside the positive aspects like the enhancement of creativity and communicative abilities of kidfluencers. Additionally, the thesis discusses sharenting and its impact on online privacy and safety of children, as well as the legal and ethical measures for child protection on the internet. It underscores the importance of educating both children and parents about digital literacy and the steps needed to create a safer online space for children. The findings provide a detailed perspective on the role of child influencers in the Czech Republic and offer valuable recommendations for parents, child welfare professionals, and the general public concerned with digital era challenges.
Comparison of T-Mobile, Vodafone and O2 brand strategies: effectiveness of communication and adaptation of trends addressing Gen Z
Sedláčková, Barbora ; Rosenfeldová, Jana (advisor) ; Houdek, Petr (referee)
Telecommunications technology surrounds us every day. Generation Z, along with Millennials, are the so-called digital natives and currently represent the strongest direct and indirect buying power. Companies have thus shifted their communications in a big way to the digital space in an effort to effectively target and reach this age group. This bachelor thesis compares the communication strategies of telecommunication brands T-Mobile, O2 and Vodafone on social media platforms, specifically Facebook, Instagram and TikTok. It focuses primarily on the effectiveness of communication and the ability to adapt trends that appeal to Generation Z. The theoretical part of this thesis introduces and explains basic terms such as Generation Z, trends, social networks and influencer marketing, which are key to this thesis. In the methodological part, the author presents four set research questions, which are answered in the conclusion of this thesis. The research part of this thesis is divided into two parts - an analysis of telecommunication brands' communication on selected social media platforms, which focused on the time period from August 1, 2023 to February 29, 2024, and a quantitative questionnaire survey. The research part of this bachelor thesis shows that the T-Mobile brand performed best not only in...
Experiment Influencer
Urbanová, Nikol ; Trnková, Barbora (referee) ; Mazanec, Martin (advisor)
In my bachelor's thesis, I delve into the functioning of social networks and the rapid transformation of ordinary users into influencers. Part of the thesis involves documenting a process where I will be active in the Czech influencer scene, exploring questions of epigones, pastiche, and appropriation in interactions. The project's output is an online identity presented on social media platforms and subsequently, a edited video documenting the process. Within my research, I explore genres such as pseudodocumentary, mockumentary, and manipulative algorithmically-driven narratives.
Anglicism in the Discourse of Lifestyle Influencers
Pospíšilová, Alžběta ; Sojka, Pavel (advisor) ; Vlčková, Jana (referee)
This bachelor thesis focuses on anglicisms in the discourse of Czech lifestyle influencers. It is divided into two parts - theoretical and practical. The theoretical part describes how English language and culture has affected Czech language. It also unveils the phonological, grammatical and word-forming adaptation principles. Finally, it defines the community of online content creators and the lifestyle category. The practical part analyses the collected anglicisms. The main focus is on the used adaptation principles. All of the lexical material has been extracted from recent (i.e. 2023, 2024) YouTube and TikTok posts. A dictionary with every collected anglicism is also included in this thesis.
Influencers in destination marketing
BURIÁNKOVÁ, Anna
The bachelor thesis focuses on the use of influencers as a part of marketing in tourist destination Vltavotýnsko. The theoretical part of the thesis focused on concepts like tourism, social media, and topics related to influencer marketing. The practical part is based on observations, structured interviews, and focus group. Based on these findings, recommendations are developed for collaborating with regional influencers, which can enhance the destination's cooperation with these personalities on social media.
Proposal to Improve the Marketing mix of e-shop
Roztočilová, Zuzana ; Havíř, David (referee) ; Kaňovská, Lucie (advisor)
The submitted master thesis is focused on proposals that lead to improvements of the marketing mix of a company About You GmbH. The first part of the thesis contains a theoretical description of important terms from marketing and selected analyses. The analytical part of the thesis follows, it contains the introduction of the company, analysis of the internal and external environment and then evaluates the questionnaire survey applied to customers from the Czech Republic. In the final part of the thesis, based on the analysis and questionnaire survey, there are shown proposals lead for possible improvement of the marketing mix and also their risk analysis.

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