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Blending of media and marketing content on the example of Ambiente Restaurants company
Červenka, Jan ; Láb, Filip (advisor) ; Halada, Jan (referee)
This thesis deals with the blending of journalistic and marketing content on the example of Ambiente Restaurants, namely its corporate blog Jídlo a radost which was created in 2015 primarily for promotional purposes. The main aim of this thesis is to find out what procedures in the editorial of the Jídlo a radost blog editor uses, where the editors of the blog get information and whether their editorial routine is comparable to that in the classical publishing houses. At the same time, the work examines who the blog readers of Jídlo a radost are, how they perceive the content that Ambiente Restaurants publishes, whether the Jídlo a radost blog is for them the primary source of information about gastronomy and whether they trust the information from the blog. The practical part of this diploma thesis contains mixed research, which uses two research methods. The first is a quantitative method of questionnaire survey, in which readers of the Jídlo a radost blog readers were asked. The second is a qualitative method, namely a semi-structured interview with Ambiente Restaurant's communications manager Sarka Hamanova. Data from the research of were used to answer the five main research questions.
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Information spread in online communities: Example of the Czech foodie community
Němečková, Hana ; Souček, Jiří (advisor) ; Diviák, Tomáš (referee)
This master's diploma thesis focuses on the dissemination of information in the context of the Czech community of so-called foodies (people who like good food and are constantly looking for new experiences in this field). The theoretical part outlines the development of online communities environments, from web forums to social media. It also examines the possibility of applying Katz and Lazarsfeld's model of the two-step flow of communication in the online environment. We also explain the features of online food communication and present widespread social media foodie platforms, including the Czech app Scuk. The research part of the thesis uses the social network analysis method to identify opinion leaders of this online community in the environment of Twitter, Instagram and Scuk and examines how the information spread and the form of this community changes with regards to the particular online environment in question. The thesis also includes qualitative research on the impact of the online information spread on the offline environment - more specifically, on sales, visit rate and reputation of selected Prague restaurants.
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