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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.
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Opinion Leaders Among Czech 21st Century Journalists
Kolomazníková, Eliška ; Moravec, Václav (advisor) ; Osvaldová, Barbora (referee)
The objective of this master's thesis is to examine the concept of opinion leadership-to define it, to describe where it originated from, how it has developed over time, and finally, to apply this phenomenon to the Czech journalist community and its current members. Based on relevant international literature, the author of this paper assumes that opinion leaders exist in every social group or community around the globe, possessing an extraordinary personal influence on the decision-making and opinion-forming process of the people within their social network. Simply put, opinion leaders are the individuals to whom others look for guidance, credible and accurate information and context when they are in doubt or experiencing indecisiveness. For journalists, the possibility to have someone to whom they can turn for all the above-mentioned is crucial, the author believes, for it is a daily part of the profession to handle information cautiously, to evaluate news critically and objectively, and to get acquainted with a confusing topic in a relatively short period of time. Firstly, the paper offers a thorough theoretical framework for understanding the concept of opinion leadership, which is followed by a practical part consisting of a two-phase research examining opinion leaders in the ranks of Czech...
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The media coverage of topics related with education in the national daily press and televisions and attitude of parents
Budnikovová, Petra ; Kartous, Bohumil (advisor) ; Wolák, Radim (referee)
The aim of this thesis is to analyze how selected national newspapers and television inform the public about education and schooling. Four national newspapers, namely MF Dnes, Deník Právo, Hospodářské noviny and Lidové noviny, as well as four television stations: CT1, CT2, CT24 and TV Nova, were subjected to a quantitative content analysis. The whole research focused on outcomes of 2012. Firstly, it was necessary to describe different views of the definition of education. In addition to the definition of pedagogical focus, dictionary definitions, definitions of historical and ideological nature, we outlined how education is being perceived by selected opinion leaders, followed by an insight into the history and present state of the Czech education system. The results of the quantitative analysis confirmed the hypothesis assuming that media coverage of education and schooling is not sufficient. The media mainly deal with administration, activities of the Ministry of Education and other sub-themes that have nothing to do with what students learn in school within individual subjects. The results of this analysis were compared with the expectations of the target groups - parents. A survey was conducted including a series of semi-structured interviews, results of which indicate that parents are...
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Marketing Communication of Fashion Brands in Czech Online Blogs
Hnídková, Zuzana ; Hejlová, Denisa (advisor) ; Máchová, Eva (referee)
The main theme of this bachelor thesis is development of a phenomenon of fashion blogs in the Czech Republic focused on using this platform for marketing communication mainly of fashion and cosmetic brands. The main goal is to, by descriptive analysis, describe most common methods of marketing techniques that are used to promote products by using authors of fashion blogs as opinion leaders and also describe penetration of this communication to author's content of blogs and analyse readers' responses to such content. The first chapter focuses on fashion blogs characteristics, second part is about establishment and development of this phenomenon in foreign countries and its influence to democratization of fashion. Third part deals with three main points that have principal influence on development of Czech fashion blogs, which allowed progress in marketing use of this media. In the fourth part I concentrate on the blog's authors and their position as opinion leaders, who are effectively used for spreading awareness of a brand. The following chapter is focused on techniques of bloggers' communication with their readers and also the readers' reaction to sponsored content. The conclusion is dedicated to summing up the key ideas of the thesis and the supplement includes photo documentation of the H&M showroom as...
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