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Brand-lurking Phenomenon on Social Media
Audy Martínek, Petra ; Supa, Markéta (advisor) ; Verlegh, Peeter (referee) ; Denegri-Knott, Janice (referee)
Brand-lurking Phenomenon on Social Media Abstract The key measures to assess consumer-brand engagement on social media have mainly been visible interactions with media content, including 'likes', comments and shares. However, as research into consumers' online behaviour demonstrates, only a minority of users in fact participate 'visibly'. On social media, the vast majority of users are passive participants, so called 'lurkers'. This thesis explores consumers' publicly invisible behaviours on social media and introduces an original methodological approach to exploring the otherwise invisible behavioural patterns on social media, which builds on ethnographic principles and combines digital methods with qualitative methods. Drawing on a data set of 134 hours of screen recordings obtained through ad hoc tracking devices installed on PCs and smartphones of 15 young adults from seven European countries recruited from the "Generation Z" and 15 in- depth interviews conducted with the same participants, the study proposes the following contributions. First, the thesis illustrates a research protocol to explore consumers' lurking behaviours in relation to branded content as they occur within the young people's natural social media settings. Second, it introduces the concept of invisible engagement, defined as an...
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Crisis communication of companies on social networks
Langrová, Veronika ; Švelch, Jaroslav (advisor) ; Audy Martínek, Petra (referee)
UNIVERZITA KARLOVA FAKULTA SOCIÁLNÍCH VĚD Institut Komunikačních studií a žurnalistiky Katedra Mediálních studií Studijní obor: Mediální studia Krizová komunikace firem v sociálních médiích Kritická diskurzivní analýza facebookové stránky Liberty Ostrava Diplomová práce Autor práce: Bc. Veronika Langrová Studijní obor: Mediální studia Vedoucí práce: Mgr. et Mgr. Jaroslav Švelch, Ph.D. Rok obhajoby: 2020 Abstract in English: This Master's thesis focuses on crisis communication of companies through social media. Based on practical information from ArcelorMittal Ostrava / Liberty Ostrava, there is presented a critical discursive analysis, evaluation and possible recommendations for solving problems in social media. The work also includes topics related to the crisis and its types, the strategy of companies for social media, the most common risks in communication, or comparing traditional and social media in times of crisis. On a theoretical level, it also touches on the issue of the audience in connection with the use of social media by the working class. In addition to the analysis, the research also includes the characteristics of the Moravian-Silesian Region or a description of the problem concerning the sale of Ostrava steelworks to the new owner. The expected goal of the work is to describe the processes...
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Commercialization of Czech lifestyle blogs and its relationship to the audience
Borovičková, Aneta ; Audy Martínek, Petra (advisor) ; Wolák, Radim (referee)
This thesis is devoted to blogs and their commercialization, a phenomenon of the on-line world for last few years. The aim of this work is to explore several Czech lifestyle blogs and to find out how much commercial content there is, also how the audience reacts to this content as well as how the bloggers themselves approach commercial content. In the beginning the development of blogs is described, both in the Czech and global environment. The characteristic features of blogs from different perspectives on the issues are also described. The development of blogs is then set in the context of events that made it possible at all. Furthermore, attention is paid also to the process of commercialization of content on the blogs and the possibilities monetizing the blogs' content. Emphasis is placed primarily on a detailed description of influencer marketing and its current situation, but it also discusses affiliate marketing and the use of public relations tools on blogs. The research part provides an insight into the issue of Czech blogs and the current blogosphere. First the chosen blogs are described and set in the context of the Czech blogosphere, then, based on a detailed content analysis, the level of commercial content on the selected blogs is described as well as how the audience reacts to it....
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