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Social CRM and new approaches to marketing on the internet
Harášek, Luboš ; Basl, Josef (advisor) ; Kroupa, Lukáš (referee)
The goal of this thesis is to analyse ways companies, entrepreneurs or individuals can present themselves in terms of marketing on the internet especially with regards to the spread of social networks and growing significance of internet as a means of communication. Along with the possibilities of new marketing instruments, I focus on their influence on consumers and internet users. Goals of the thesis will be achieved by means of studying internet sources, specialized magazines and books, and by research among internet users. The research will be done by means of an internet questionnaire. The thesis is divided into five parts. The first two parts describe the environment of contemporary internet such as social networks, technologies, social CRM, and a definition of Web 2.0. Third part addresses technological possibilities of linking social networks to external applications. The fourth, practical part of the thesis is focused on the research among internet users and their opinion and behaviour on the internet with regards to marketing and the fifth part brings a thought on future development and use of marketing on the internet. I can see a contribution of this thesis in bringing new knowledge to potential advertisers on the internet so that they can -- based on my findings - decide and get inspiration in some of the contemporary or future advertising solutions and also for current advertising space providers and advertisers who get information on how different ways of promotion influence the consumers.
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Socialn and community networks
Harášek, Luboš ; Nekvasil, Marek (advisor) ; Chudán, David (referee)
The aim of thesis is to examine and compare the most important world and Czech internet social networks. For these social networks then secondly to describe the benefits to society and their usability in marketing, but also their seamy sides which represent a danger for users. The objectives of this thesis are the exploration of the internet and book resources and their evaluation. Another source of support for the research results is an Internet questionnaire. This bachelor thesis is divided into four main parts. The first explains the theory of the social and community networks, Web 2.0 and Semantic Web. The second part describes the various social networks and compared their basic services. This is followed by a summary of trends in social networks, the benefits and dangers of social networks. In the last part are presented the results of Internet surveys and reflection on the ideal social network. Benefit of this thesis is to create an overview of most social networks and alert readers to the dangers of these social networks. In reflecting on the ideal social network, describes how this social network might look like, what would allow and how it was solved. Poll among Internet users, shows the view of respondents on the issue and their behaviour in social networks.
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