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Influencer marketing v rámci propagace destinace v cestovním ruchu
Rozumová, Veronika
The bachelor thesis deals with the topic of influencer marketing within the promotion of the destination in the tourism industry. Literary research or theoretical part mainly deals with the issue of destination marketing, internet means of communication such as social media and finally the topic of influencer marketing. The practical part includes analysis of the secondary data and also analysis of the data that were obtained using quantitative survey, more precisely questionnaire survey, which was aimed at generation Z. Based on the acquired knowledge from survey, recommendations were created for the selected area, i. e. Eastern Moravia.
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Body image in the eyes of influencers of Instagram who experienced eating disorder
Vobořilová, Tereza ; Reifová, Irena (advisor) ; Soukup, Martin (referee)
This diploma thesis titled: ,,Concept of one's body in influencers with experience with an eating disorder on Instagram'' is about influencers who present themselves on social networking site Instagram and have experienced an eating disorder. The aim of the work is to find out how influencers, who have been through an eating disorder, are perceived and whether the eating disorder translates into how they present themselves on the social networking site Instagram. For this, 6 influencers meeting the above criteria were approached. For a deeper insight into the topic, an image analysis of the profiles of individual influencers has been chosen, following semi-structured interviews with each of them. After data collection, the data was analyzed using thematic analysis. The thesis aims to find out if influencers have had a change after going through an eating disorder and whether the content they share on their profiles has changed. To do this, topics such as the emergence of an eating disorder, content shared during eating disorders, but also changing the content and perception of one's body today have been explored.
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Covert advertising on social media
Sýkorová, Kristýna ; Hejlová, Denisa (advisor) ; Houdek, Petr (referee)
The aim of this bachelor thesis is to present hidden advertising on social media, its possibilities of dissemination across platforms and its definition in czech legal framework. The first part of the bachelor thesis will consist of the introduction of advertising overall (but mainly digital advertising) and the different types of advertising presented on social media shared through influencers' channels. Advertising, especially the covert form, will be defined in terms of national and European Union law. Influencing will be further presented on the basis of its nature and content, but also on the basis of the obligations of influencers that arise in the dissemination of sponsored content. In the second part, I am going to analyse the awareness of hidden advertising from the perspective of social network users. It will examine their theoretical knowledge of advertising and collaborations, as well as their ability to recognize such advertising in practice. Finally, I will reflect on the current legislation and compare it with the results of the analysis and present the possibilities of regulating this area in terms of its importance, relevance and need.
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(Un)safe social media as perceived by children
Šolcová, Tereza ; Háša, Marek (advisor) ; Vochocová, Lenka (referee)
This thesis is devoted to the safety of children on social networks from the perspective of their own experiences and their perception. Using interpretive phenomenological analysis, it tries to provide the lived experience of these participants with an emphasis on the sensitivity of the topic. The results were used using semi-structured interviews with 7 participants aged 13 from Lutín Primary School. The individual interviews were recorded and subsequently interpreted according to the individual procedures of the chosen methods of analysis.
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The influence of social media on the eating disorder recovery
Drobílková, Eva ; Hrešanová, Ema (advisor) ; Procházková, Barbora (referee)
This bachelor thesis examines the relationship between the eating disorder treatment process and the influence of fitness influencers on social media. Specifically, it uses qualitative methods to research the motivations for membership in an online fitness community of individuals with a history of these disorders, along with the benefits of the content shared there. The thesis is divided into three main parts, of which the first part defines the discussed concepts in the context of the research and presents the current state of knowledge within the topic. Eating disorders are linked to social media and broken down in the context of different treatment options, followed by an introduction to the phenomenon of creating online communities within the field of digital health, which also frames the research. The second, methodological part of the thesis is devoted to the conduct of the digital ethnographic research, the definition of the objectives and research questions, the description of the chosen methods and their ethics. The results of the analysis of data obtained through participant observation of the selected social media content and semi-structured interviews are presented within the third part of the thesis. Here, the research findings are divided into two thematic units based on the...
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The influence of social media on the development of children aged 13 to 15
Tsyhannyk, Oleksandra ; Ježková, Tereza (advisor) ; Koblovský, Petr (referee)
Social media has grown exponentially in the last few decades, and is continuing to develop, making its way into every aspect of our everyday lives. This bachelor's thesis dives into the problematic of how children aged 13-15 are influenced by social media, and how it impacts their development. It first explores the history of social media, and then moves onto presenting the current state of social media and the most popular platforms. After introducing the topic from the general perspective, the thesis delves deeper into the issue of young teenagers and social media, the processes, and effects of it. The second part of this work includes practical research on the topic, the evaluation of its results and following discussion.
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Social media activism: an analysis of how climate activists use Instagram and encourage green behaviour among their followers.
Márkus, Maja Olívia ; Neag, Annamária (advisor) ; Shavit, Anna (referee)
Climate crisis is arguably one of the most pressing issues of our societies currently. As social media has become an important part of our everyday lives and is a tool with the capacity to influence the opinion and behaviour of people, this master thesis wants to explore how climate activists portray themselves on the visual social media platform Instagram and encourage offline green action among their followers. The research is based on the qualitative content analysis of 12 semi-structured interviews with young climate activists who use Instagram and the analysis of their posts. The thesis uses Goffman's presentation of self in an online context, internet activism, the personalisation of politics, social media influencers and climate communication as its theoretical framework. Results showed that climate activists not only use social media strategies of influencers on Instagram (often unwillingly), but also heavily rely on the personification of their messages and sharing aspects of their personal lives to establish connections with their followers. Climate activists interviewed qualified as micro-influencers, which allowed them to form deep relationships with their audience because of the small follower base and gave them the possibility to assess the extent of their impact on their audience's...
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Stereotypes that Czech influencers support with their posts on the Instagram
Lesáková, Marie ; Fousek Krobová, Tereza (advisor) ; Lütke Notarp, Ulrike (referee)
The diploma thesis aims to find out whether the selected Czech woman influencers on the selected social network, Instagram, support by posts traditional stereotypes or not. The work is divided into two main blocks - theoretical and practical. The theoretical part focuses on the characteristics of new media and the phenomenon of social networks. In the next chapters, thesis does not forget to define Instagram, which is the subject of subsequent analysis. The theoretical part includes characteristics of Instagram related terms. The diploma thesis focuses on the sociological problem of gender stereotypes and presents several cases from the history of the media, which support stereotypes between men and women. The practical part first is focused on the quantitative content analysis. The next step is focused on qualitative analysis of the posts of some of the most follow Czech influencers.
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Mamabloggers and fans raction on their cooperation with companies
Baltaretu, Iva ; Vochocová, Lenka (advisor) ; Švelch, Jaroslav (referee)
In this diploma thesis I deal with the topic of blogs. My main goal was to introduce the part of blogs called mommyblogs and to define it as a separate category in the theoretical background chapter. In the practical part, I decided to use quantitative methods of data collection through a questionnaire survey. The survey was aimed at both mommy bloggers and their readers. I supplemented the questionnaires with depth interviews with selected mommy bloggers. Which helped me to obtain even more detailed data, which enriched the data obtained from both questionnaires. I found out what motivates mommy bloggers to blog, but also what their attitude is towards cooperation with companies and how they select and label collaborations. Have they ever felt exploited either by companies or by social media? The respondents also touched on the topic of ethics and responsibility - either regarding the placement of photos of children on social media or regarding products whose promotion is bound by regulations. I tried to find out the ability of the readers to recognize advertisements on blogs and social networks of mommy bloggers. And also how the advertising message of mommy bloggers affects their readers. This thesis focuses only on bloggers from the Czech Republic.
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