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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...
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Analysis of the promotion of modern tobacco products on Instagram
Bílková, Karolína ; Hejlová, Denisa (advisor) ; Rosenfeldová, Jana (referee)
The thesis aims to map the current promotion of modern tobacco products on Instagram. The thesis focuses on the main topics that are currently topical in the promotion of these products, the use of influencer marketing, but also potential ethical problems in this communication. To fulfil the aim of the thesis, a qualitative content analysis was used so communication of tobacco companies could be examined in depth. The main themes of the brands studied were the use of design, fashion, and art. In their communication, the brands worked with the idea that the device could be used by the user anytime and anywhere (as opposed to a conventional cigarette). Particularly, brands focusing on tobacco heating devices tended to present their product as a luxurious, technologically advanced device, and a great accessory. During the research period, brands on Czech Instagram also targeted the young generation, mainly through organizing or sponsoring events, and made good use of the language of youth in their communication. Brands also used themes related to the lower harmfulness of these products. These themes were communicated by the brands themselves through their own profiles but also through influencers. Marketing communication of brands during the period was often very unobtrusive, sometimes without a...
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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...
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Impact of influencers on consumer behavior and purchasing behaviour
KLÍMOVÁ, Nela
This master thesis aimed to assess the degree of influencers' impact on consumer behavior and purchasing decisions, depending on the type of purchase and consumer characteristics. The practical part was divided into testing the main hypothesis through multicriteria research and testing subsidiary hypotheses using the chi-square test of independence. For the purposes of this research, a survey method was chosen, and some questions were commented on at the end of the analysis. Statistically significant results confirm that gender and education have a significant impact on the extent to which consumers are influenced by influencers. The supplementary hypotheses cannot be rejected; however, the author suggests further research and confronts her results with those of other authors.
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Influencer marketing as a Tool for Marketing Communication on Social Networks
Šedivá, Zuzana ; Schüller, David (referee) ; Mráček, Pavel (advisor)
This thesis deals with marketing communication. The first part of the work is focused on the theoretical and general concept of marketing, communication mix and marketing communication on social networks. In the second part of thesis is realized a survey in the field of influencer marketing and there are recommended suggestions for improving the activity of influencers towards followers, and especially suggestions inspiring companies that do not use this form of promotion on social networks.
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Instagram jako komunikační nástroj prevence plýtvání potravinami u generace Z
Štěpánková, Tereza
ŠTĚPÁNKOVÁ, T. Instagram as a communication tool for prevention of food waste in Generation Z. Diploma thesis. Brno: Mendel University in Brno, 2023. At present, food waste is considered to be a serious problem worldwide, as thousands of tonnes of food are wasted every year. Food waste occurs at all stages of the food chain, but households account for the largest share. A change in consumer behaviour is therefore needed to minimise this waste. This thesis therefore aims to propose an appropriate communication campaign on the popular Instagram network aimed at preventing food waste and promoting sustainable behaviour, based on the identification of key factors influencing food waste rates among final consumers of the Z generation. This communication strategy is based primarily on information provided by quantitative and qualitative research and should make a positive contribution to changing food consumption behaviour.
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Vliv influencer marketingu na chování spotřebitele na trhu s dekorativní kosmetikou
Hausknechtová, Tereza
Hausknechtová, T. The impact of influencer marketing on consumer behaviour in the decorative cosmetics market. Bachelor thesis. Brno: Mendel University in Brno, 2023. This bachelor thesis examines the impact of influencer marketing on the consumer behaviour of women aged 15 – 26 in the decorative cosmetics market. The study identifies the influences on consumer purchasing decision making processes related to influencers and social media. Primary research findings were used to formulate recommendations for the successful use of influencer marketing as part of marketing strategy.
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Influencer marketing v rámci propagace destinace v cestovním ruchu
Rozumová, Veronika
The bachelor thesis deals with the topic of influencer marketing within the promotion of the destination in the tourism industry. Literary research or theoretical part mainly deals with the issue of destination marketing, internet means of communication such as social media and finally the topic of influencer marketing. The practical part includes analysis of the secondary data and also analysis of the data that were obtained using quantitative survey, more precisely questionnaire survey, which was aimed at generation Z. Based on the acquired knowledge from survey, recommendations were created for the selected area, i. e. Eastern Moravia.
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Právní aspekty propagace zboží a služeb na internetu
Pernecká, Otilie
Pernecká, O. Legal aspects of promoting goods and services on the internet. Bache-lor thesis. Brno: Mendel university, 2022 This bachelor thesis is focused on legal aspects of promoting goods and ser-vices on the internet. In the first two chapters are described methods of internet promotion such as PPC, word-of-mouth marketing, e-mail marketing, influencer marketing and largely described social media and their legal aspects in context of advertisement, influencer marketing and consumer law. In the last chapter the previously gathered knowledge of internet marketing and law is applied in online marketing promotion cases for two companies, whereof the first specializes on the tobacco market and the second on the non-alcoholic beverage market.
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