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The influence of YouTube on users
Houdková, Eliška ; Truhlář, Filip (advisor) ; Čupak, Daniel (referee)
This bachelor thesis examines the impact YouTube has on its viewers. The goal of this thesis is to determine, what kind of video content has the most emotional influence on the viewers. Firstly, the data for the analysis was taken from the comment section of selected videos, secondly the sentiment analysis was executed. This determined the emotional subtext of said comments. The theoretical part of this thesis defines YouTube in contrast to other social networks, describes general types of YouTube channels and sums up basic psychological knowledge related to media psychology. Results of this thesis can be used by YouTube content creators, who want to improve their content. The analysis can be used to further examine behaviour of social network users as well.
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Nikon's social networking with overlapping into other digital channels
Halaničová, Lucie ; Truhlář, Filip (advisor) ; Čupak, Daniel (referee)
This bachelor thesis deals with the mapping of Nikons activities on social networks and other digital channels. The work is logically structured into three parts. The methods used in this thesis are descriptive and analytical. The descriptive method is used mainly in the first part, which serves as a theoretical overview. This section discusses online marketing, digital channels, and also deals with social networks with a particular focus on Facebook and Instagram. In the second part, the aktivity on companys social networks is described. By using the theoretical knowledge from the first part, the analysis and evaluation of the current activities of the company on social networks is carried out. Based on the results of mapping the companys activities on social networks and other digital channels, recommendations and suggestions for potential improvement of marketing activities are presented in the third and final part. These recommendations are based on the analysis and are applied to the See-Think-Do-Care framework. The thesis ends with a conclusion summarizing the results achieved.
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Building a corporate brand and evaluation of campaign Idelyn
Kačírek, Štěpán ; Truhlář, Filip (advisor) ; Čupak, Daniel (referee)
This Bachelor thesis is focused on the process of building brand in corporate environments and seeks an answer to the key question "How to create a brand able to compete on developed markets?". To be able to answer this question, it is necessary to examine what are aspects of corporate brand building, how create brand image and how companies should effectively manage corporate communications. In the practical part I will evaluate digital campaign FindTheName on which I worked as Leader of project on executive level.
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