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Trends in the news consumption within the current young generation
Oravová, Tereza ; Klimeš, David (advisor) ; Macková, Veronika (referee)
This diploma thesis deals with the topic of consumption of news content among representatives of the current young generation Z in the Czech Republic. The thesis aims to describe how university students from generation Z consume news content, what are their habits when obtaining current information and how representatives from generation Z perceive the issue of news content that is not created by journalists, but by citizen journalists or influencers. The theoretical part of the work is devoted to news, new formats and changes in journalism and in the media in the 21st century. Then it describes how people consume news and the characteristics of Generation Z. Theory is followed by research, which has two parts. First, a quantitative research method, specifically i tis a questionnaire survey among representatives of generation Z, which aims to answer the first research question: How do current university students, representatives of generation Z, consume news content. The questionnaire survey will be followed by qualitative research in the form of semi-structured interviews, which aims to answer the second research question of the thesis: How do representatives of generation Z perceive the issue of news content that is not created by journalists, but by citizen journalists or influencers. The data...
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Nanoinfluencer marketing
Panýr, David ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
The thesis deals with nanoinfluencer marketing. The theoretical part of the thesis explains the basic concepts such as word of mouth, influencer marketing and credibility of recommendations. The main content of the analytical part is the elaboration of case studies from campaigns using paid or unpaid influencers. The objectives of each campaign, its course, specifics and results are presented and then evaluated. These campaigns were conducted on the social media platforms Facebook and Instagram. The analysis of nanoinfluencer marketing is supported by two interviews, one with a representative of an agency specializing in word of mouth and the other with a marketing expert of a brand with which an influencer communication campaign was conducted. The thesis offers a comparison between the two types of influencers, i.e. paid and unpaid nano. Their effectiveness and appropriateness of use is compared. At the same time, market segments using nanoinfluencers are defined and their suitability and success in these collaborations is assessed.
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The use of social media as new information platforms during the war in Ukraine
Smržová, Aneta ; Jirků, Jan (advisor) ; Charvát, Jakub (referee)
The Diploma thesis titled "The use of social media as new information platforms during the war in Ukraine" is primarily devoted to the Twitter social network and its content. In the diploma work is defines not only a journalist, but also an ordinary user and influencer. The author also focuses on new journalistic sources, the deprofessionalization of journalism and the issue of social media. The thesis aims to analyze the behavior and reasons for reporting on the war in Ukraine by both sides - journalists and ordinary users who do not make a living from journalism. The content of the work is also dedicated to an analysis of the Twitter posts of all ten respondents from the first two weeks of the war. The conclusion summarizes the most important findings.
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Implementation of Influencer Marketing in a Specific Company
Matyášová, Gabriela ; Šedivá, Zuzana (referee) ; Mráček, Pavel (advisor)
This thesis deals with the implementation of influencer marketing in a specific company. The first part of the thesis focuses on the theoretical and general concept of marketing, communication mix and social media marketing. In the second part, an analytical part is elaborated, where a proposal for the implementation of influencer marketing in the company is made. Based on the analytical part, suggestions and recommendations are proposed to facilitate the integration of influencer marketing into the brand strategy and also for individual influencers.
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The problems of contemporary society in the novels of Delphine de Vigan
KRŠKOVÁ, Petra
The bachelor's thesis is focused on the literary works of the contemporary French writer Delphine de Vigan (*1966), who is known for her novels inspired by her own life experiences as well as negative aspects of modern civilization, particularly Jours sans faim (2001), No et moi (2007), Les heures souterraines (2009), and Les enfants sont rois (2021). The thesis introduces Delphine de Vigan and her literary work in the context of contemporary French literature, and analyses the ways in which the author addresses various current topics such as workplace relationships, homelessness, addiction, anorexia, and the impact of social media on children.
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Influencer marketing v cestovním ruchu
Baletková, Michaela
The bachelor thesis deals with the topic of influencer marketing in tourism, specifically with the cooperation of destination agencies and influencers in order to promote destinations. The theoretical part is focused on internet marketing, influencer marketing, tourism and tourism destinations. The practical part includes the analysis of data that were obtained using qualitative and quantitative surveys in the form of interviews and questionnaires. Based on the knowledge gained from the theoretical and practical part, recommendations were made for destination agencies and influencers, which can help with more effective future cooperation. At the end of the work, an optimal way of cooperation of both subjects in the destinations of the Czech Republic is proposed.
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Vnímání influencer marketingu v oblasti fashion se zaměřením na sociální síť Instagram
Krpalová, Aneta
This bachelor thesis researches how fashion influencers can affect the users of the social network Instagram and how influencer marketing is perceived by the target group and the influencers themselves. The theoretical part of the thesis is focused on marketing in general point of view, marketing communication, social media and influencer marketing. The practical part contains qualitative research in the form of in-depth interviews with selected fashion influencers who have account on the social network Instagram and quantitative research in the form of a questionnaire survey, which is focused primarily on users of the social network Instagram. Based on the obtained knowledge and results from the theoretical and practical parts, recommendations will be proposed on how influencer marketing should be carried out in order to achieve positive results.
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The convergence of esport and streaming in professional trajectories on the Czech gaming scene
Jerman, Petr ; Švelch, Jan (advisor) ; Švelch, Jaroslav (referee)
The thesis focuses on the topic of the convergence of esports and streaming on the Czech gaming scene. Its aim is to find specific areas and activities which connect the two seemingly different, but closely linked areas of media entertainment and video game industry. The theoretical part presents the phenomena of esport and streaming, including both their unique connecting and dividing elements. The thesis focuses primarily on the role of streamers and streaming platforms in esports, but also on their common connection to media entertainment and creative work in digital or video game culture. In the research section, the data is collected using in-depth semi-structured interviews focused on streamers and esports participants or employees who have experience or operate within both industries. Subsequent data analysis and final discussion answer the established research questions. It thus uncovers common areas and activities that contribute to the convergence of esports and streaming. The thesis also addresses monetization methods as well as the current situation and working conditions in the Czech esports environment. The presented results point to the mutual cooperation between the two sectors, with an emphasis on the more independent role of streaming compared to esports, which in turn tries to...
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Travel publicistic journalism in the era of new media and multimedia platforms
Strasmajer, Matěj ; Halada, Jan (advisor) ; Jirků, Jan (referee)
The first part of the theoretical part of the thesis deals with the functioning of social networks, for example their monetization elements and functions, enabling the creation of travel content. It explained the space of the social networks studied and their relevant importance in the fields of social sciences, marketing, journalism and content creation. Thesis explained the topic of social networks for content creation from many professional definitions through which we can deepen our knowledge of social media content creation. This section explained the monetization and creative principles of Facebook, Instagram and especially YouTube. The second part focused on content creation and terms such as Web 2.0 or participatory culture. She tried to explain content creation as a separate professional discipline that has its own methodology and space in the world of social media. She explained the many forms of collaboration and monetization of content, which in the social media space not only allow creators to consume and collect information, experiences and knowledge from the content, but also gives the authors the opportunity to make a professional living from the content. In the third part, she elaborated on the travel content form and the areas through which travel content is created, for example,...
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Influencer marketing: contemporary theory and practice on the Czech market
Vedralová, Adéla ; Hejlová, Denisa (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis deals with the phenomenon of influencers and influencer marketing in the Czech Republic. Its goal is to define the theoretical framework of influencer marketing and then verify whether the practice corresponds to the defined theoretical framework. First, the work discusses public relations, propaganda, the two-level model of communication, and opinion leaders. Subsequently, influencer and influencer marketing are defined, social networks are introduced and statistics of Czech users on the internet and social networks is defined. In the last part, the work is focused on the analysis of academic works younger than four years in order to keep the topic up-to- date. Findings from the analysis of academic papers are then compared with examples of influencer marketing on the Instagram.
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