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Communication Mix on the Social Networks
Lunda, Radek ; Jelínek, Vojtěch (referee) ; Kaňovská, Lucie (advisor)
This diploma thesis deals with a suitable proposal for a combination of promotional tools on social network sites Facebook and Instagram. In particular, the Reach, Views, and Followers variables will be tracked. In the theoretical part, the basic knowledge of the online marketing environment, knowledge of history and the advantages and disadvantages of classical and online marketing will be defined. In the upcoming analytical part from the described area, will be described potential opportunities for the development of social networking sites, which the author of this work uses to promote cultural events in Brno. The author of this work describes the competitive sites and profiles in the field of promotion of cultural events in Brno. In order to fulfill the stated goals of this work, a combination of paid or unpaid tools and their alternatives on the social networking sites Instagram and Facebook will be formulated.
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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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Marketing Communication of a Company via Instagram
Veselá, Marie ; Króner, Tomáš (referee) ; Chlebovský, Vít (advisor)
My thesis analyzes marketing communication of the company fyftstore s.r.o. (hereinafter referred to as Fyft) via a social network called Instagram. The company owns an e-shop and a stone shop in Brno. They sell leisure time products, for example yoyo, rubiks cube, board games etc. This thesis proposes to improve the promotion of the company on the social network by creating a useful publication template. In two months of our collaboration, Fyft managed to gain over 300 new instagram followers and finally reach the „1000 followers milestone.“
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Czech first football league teams fans perception of social media
Růžička, Adam ; Opelík, Daniel (advisor) ; Čáslavová, Eva (referee)
Title: Perception of social media by fans of czech first football league clubs Objectives: The objective of this thesis is to find out how fans perceive the communication of Czech football clubs on social media. Methods: The main method used in the research was electronic survey conducted on social media networks. Also an analysis of the current communication was conducted using secondary data in order to put the subsequent interpretation into context. Results: The data obtained from the questionnaire provided a general view of how fans perceive marketing communication on social networks of Czech football clubs. The distribution of socio-demographic features corresponds to the reality on social networks and therefore it was possible to draw generally valid conclusions. The research showed that a significant proportion of fans follow several clubs at the same time. It also confirmed that all types of outlets have a large audience and therefore it is important to stay with them. Networks have a big influence on a fan's relationship with a club and also on their purchasing decisions. It was possible to draw general recommendations that could lead to a deeper future bond with fans, boosting ticket sales and merchandising and increasing followers on the most visited platforms Facebook, Instagram and...
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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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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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Celebritization of czech youtubers and bloggers as part of marketing of czech food companies
Soukupová, Patricie ; Jirák, Jan (advisor) ; Miessler, Jan (referee)
The topic of this bachelor thesis is "Celebritization of Czech Youtubers and bloggers as a part of marketing of Czech food companies" and tries to define four research questions (one main question and three secondary questions) using qualitative research. The introductory part of this work provides an explanation of why it differs from the original thesis, in which it is explained that the name Youtuber or blogger is summarized by the unified term micro-celebrity. The thesis focus on research of only one social network - Instagram, because of the complexity of this platform and its great popularity among young people. In any case, adolescents are not the only age group that it is focused on, the research also focuses on the cross-section of age groups. The theoretical and practical part of the thesis focuses on ways of interaction between micro-celebrity - followers - product (or company, which is by micro-celebrities promoted). Individual ways of interaction are described separately, for example how the company establishes cooperation with micro-celebrity. The practical part of the work contains description of the main monitored product Coca-Cola, research questions and the course of qualitative research, which includes a graph representation. Several research methods were needed to complete the research -...
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Marketing Communication of a Company via Instagram
Veselá, Marie ; Króner, Tomáš (referee) ; Chlebovský, Vít (advisor)
My thesis analyzes marketing communication of the company fyftstore s.r.o. (hereinafter referred to as Fyft) via a social network called Instagram. The company owns an e-shop and a stone shop in Brno. They sell leisure time products, for example yoyo, rubiks cube, board games etc. This thesis proposes to improve the promotion of the company on the social network by creating a useful publication template. In two months of our collaboration, Fyft managed to gain over 300 new instagram followers and finally reach the „1000 followers milestone.“
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Communication Mix on the Social Networks
Lunda, Radek ; Jelínek, Vojtěch (referee) ; Kaňovská, Lucie (advisor)
This diploma thesis deals with a suitable proposal for a combination of promotional tools on social network sites Facebook and Instagram. In particular, the Reach, Views, and Followers variables will be tracked. In the theoretical part, the basic knowledge of the online marketing environment, knowledge of history and the advantages and disadvantages of classical and online marketing will be defined. In the upcoming analytical part from the described area, will be described potential opportunities for the development of social networking sites, which the author of this work uses to promote cultural events in Brno. The author of this work describes the competitive sites and profiles in the field of promotion of cultural events in Brno. In order to fulfill the stated goals of this work, a combination of paid or unpaid tools and their alternatives on the social networking sites Instagram and Facebook will be formulated.
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