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Are game journalists sold out: the perception of game media marketing activities and sponsored content by gamers
Krečová, Tereza ; Švelch, Jan (advisor) ; Shavit, Anna (referee)
This bachelor thesis focuses on the connection between gaming journalism and marketing practices utilized by gaming journalism, which generate revenue and enable this activity to be conducted. Its aim is to find out how players and users of gaming media perceive advertising integrated into gaming media content and how advertising can influence the perception of content that is not associated with it, particularly why players refer to gaming media reviews and gaming media as "bribed." Assumptions about "corrupt" gaming media are slowly seeping into the corners of the gaming community, and this bachelor thesis seeks to identify the reasons behind these assumptions. It utilizes a combination of qualitative and quantitative research methods. Qualitative research examines players' reactions to gaming media content, specifically game reviews produced by gaming media, and their potential connection to paid collaborations that have taken place on the gaming media's websites and channels. Quantitative research builds on the evaluation of qualitative research and, through a semi-structured questionnaire, investigates how players perceive advertising in gaming media and how such advertising can affect the perception of other content produced by gaming media, or its credibility. Qualitative research...
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Advertising impact of influencers as perceived by the young online users
Kadeřábková, Tereza ; Supa, Markéta (advisor) ; Reifová, Irena (referee)
This work titled Advertising impact of influencers as perceived by the young online users defines the term influencer in its theoretical part, offering several perspectives through which this phenomen can be viewed. For example, the number of followers on influencers' profiles, the interaction between these two sides, or the characteristic features of influential figures, such as their behaviour on the Internet. Furthermore, this work deals with influencer marketing, some types of collaboration between influencers and companies within social media, and the issue of tagging the sponsored commercial content. Also, one of the chapters summarizes some of the findings from several relevant studies, creating an initial insight into the topic. The research part of this work explores the issue as perceived by the young online users, using the research sample comprising 179 respondents in the range of 16-26 years old. The data collected through the electronic standardized questionnaire revealed, for example, that respondents require tagging sponsored posts on influencers' profiles, even though they trust these commercial posts less. Also, the pattern of behaviour hinting some verifying information before immediate tasting influencers' recommendations was indicated. The analyzed answers also point to the...
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