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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Ethical aspects of communication of influencers on Instagram as modern opinion leaders
 Orgoníková, Daniela ; Ortová, Nina (advisor) ; Křeček, Jan (referee)
This diploma thesis, Ethical aspects of influencers' communication on Instagram as modern opinion leaders aims to understand the role of ethics of influencers' communication on Instagram with their audience. The theoretical part focuses on understanding the concept of social networks and also defines the concept of influencer. The introductory part also works with the key concepts of authenticity, self-branding or opinion leader, which brings interesting perspectives on the basis of which influencers can be viewed. The thesis further illustrates the phenomenon of influencer marketing and its possible pitfalls. The research part of the paper focuses on two levels of ethics on Instagram through a mixed research. The first part is a qualitative research that describes the perception of the ethics of influencer communication among users on Instagram, which also serves as preparation for the next phase. The next part is qualitative research using semi-structured interviews with influencers, which aims to map the view of influencers, and what role ethics plays in their work on Instagram.
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Mgazine active beauty as an effective toll of marketing communication
 Orgoníková, Daniela ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
This thesis is focused on communication efectivness of the customer magazine active beauty within the framework of communication activities dm drogerie markt company on the Czech market. In the first part based on theoretical resources the role of customer magazine is defined and supported with real examples. The aim of the thesis is to find out whether the customer magazine is an efective tool of marketing communication of the company. As a main method the descriptive analysis is used along with competition analysis and questionare survey. The findings are formulated as recommendations for future improvements and development of the magazine in order to become more effective marketing tool within the communication of the company.
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