|
|
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.
|
|
|
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.
|
|
|
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.
|
|
|
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.
|
|
|
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.
|
|
|
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...
|
|
|
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,...
|
|
|
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.
|
|
|
Social media marketing trends and their use in creating an advertising campaign for the brand Czech Surfers
Veselka, Dominik ; Crossan, William Morea (advisor) ; Voráček, Josef (referee)
Title: Social media marketing trends and their use in creating an advertising campaign for the brand Czech Surfers Objectives: The aim of this thesis is to identify current social media marketing trends through the analysis of secondary data and then describe these trends in more detail so that they can be used in the creation of the advertising campaign Czech Surfers. Methods: To identify these social media marketing trends, the work uses content analysis of 40 papers. These papers are evenly distributed across the research period from January 2020 to November 2021. The following studies and broader trend specifications are conducted in a case study, which describes the 12 most important social media marketing trends in more detail. Results: The results of the research show that the 12 trends identified are highly interconnected. At the same time, it turned out (with two exceptions) the defined trends are applicable to all social media platforms examined, such as Facebook, Instagram, Twitter, and TikTok. In the process of creating an advertising campaign plan, its SMART goals were set, the strategy was defined, and the specific implementation of the identified trends into the environment of Czech Surfers social media profiles was carried out. It all ends up with a content posting plan for the...
|
|
|
Legal aspects of cooperation of influencers with advertisers
Havránková, Anna ; Patěk, Daniel (advisor) ; Hurychová, Klára (referee)
Legal aspects of cooperation of influencers with advertisers Abstract The diploma thesis deals with the legal aspects of cooperation of influencers with advertisers. These entrepreneurs connect with influencers who are people with influence over social network users, in order to help promote their brand or product. The thesis is divided into a total of six parts. In the first part, the central concept of an influencer is foremost defined and its inclusion in the groups established by practice is determined. At the same time, the legal status of the influencer is thoroughly analysed in this part, while special attention is paid to the qualification of the influencer as an entrepreneur, competitor, processor and distributor of advertising. The second part deals with the broader context of influencer's work, the conceptual definition of advertising and influencer marketing, and describes the functioning of social networks. The third part maps the current legislation relating to advertising in general and examines the possibilities of its application for advertising created by influencers. The fourth part deals with self-regulatory organizations and initiatives operating in the field of advertising. In addition to European self-regulation, space is given mainly to Czech self- regulators, who are then subjected...
|
guest ::
