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Influencer marketing as a Tool for Marketing Communication on Social Networks
Šedivá, Zuzana ; Schüller, David (referee) ; Mráček, Pavel (advisor)
This thesis deals with marketing communication. The first part of the work is focused on the theoretical and general concept of marketing, communication mix and marketing communication on social networks. In the second part of thesis is realized a survey in the field of influencer marketing and there are recommended suggestions for improving the activity of influencers towards followers, and especially suggestions inspiring companies that do not use this form of promotion on social networks.
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Instagram jako komunikační nástroj prevence plýtvání potravinami u generace Z
Štěpánková, Tereza
ŠTĚPÁNKOVÁ, T. Instagram as a communication tool for prevention of food waste in Generation Z. Diploma thesis. Brno: Mendel University in Brno, 2023. At present, food waste is considered to be a serious problem worldwide, as thousands of tonnes of food are wasted every year. Food waste occurs at all stages of the food chain, but households account for the largest share. A change in consumer behaviour is therefore needed to minimise this waste. This thesis therefore aims to propose an appropriate communication campaign on the popular Instagram network aimed at preventing food waste and promoting sustainable behaviour, based on the identification of key factors influencing food waste rates among final consumers of the Z generation. This communication strategy is based primarily on information provided by quantitative and qualitative research and should make a positive contribution to changing food consumption behaviour.
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Vliv influencer marketingu na chování spotřebitele na trhu s dekorativní kosmetikou
Hausknechtová, Tereza
Hausknechtová, T. The impact of influencer marketing on consumer behaviour in the decorative cosmetics market. Bachelor thesis. Brno: Mendel University in Brno, 2023. This bachelor thesis examines the impact of influencer marketing on the consumer behaviour of women aged 15 – 26 in the decorative cosmetics market. The study identifies the influences on consumer purchasing decision making processes related to influencers and social media. Primary research findings were used to formulate recommendations for the successful use of influencer marketing as part of marketing strategy.
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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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Právní aspekty propagace zboží a služeb na internetu
Pernecká, Otilie
Pernecká, O. Legal aspects of promoting goods and services on the internet. Bache-lor thesis. Brno: Mendel university, 2022 This bachelor thesis is focused on legal aspects of promoting goods and ser-vices on the internet. In the first two chapters are described methods of internet promotion such as PPC, word-of-mouth marketing, e-mail marketing, influencer marketing and largely described social media and their legal aspects in context of advertisement, influencer marketing and consumer law. In the last chapter the previously gathered knowledge of internet marketing and law is applied in online marketing promotion cases for two companies, whereof the first specializes on the tobacco market and the second on the non-alcoholic beverage market.
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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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Low cost influencer marketing campaingn for Armed King, s.r.o.
Zajícová, Veronika ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
Influencer marketing is an increasingly common form of promotion of products or services of smaller and larger companies worldwide. However, in the last few years it has become an increasingly expensive one, which can be problematic not only for start-ups but also for small and medium-sized businesses with generally lower advertising budgets. The aim of this thesis is therefore to design a low-budget influencer campaign for Armed King, s.r.o., a company selling airsoft goods and services. The combination of influencer marketing and the still very limited coverage of the topic of airsoft is very unique. Thus, in this thesis it will be examined in more detail whether even in the case of such a specific industry as airsoft it will be non- negligible. Due to the specific legislative and marketing situation in the airsoft market, the thesis will also examine individual social networks to see if they are suitable for collaborating with influencers. The thesis will use the compilation of personas to define suitable groups of influencers for the needs of the company to build the campaign itself. The thesis will explore two research questions, both regarding the suitability of influencers for small businesses with low marketing budgets, and the suitability of using only a barter form of collaboration in the...
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Case Study of MADMONG as an example of marketing on Twitch
Pecíková, Laura ; Koudelková, Petra (advisor) ; Vranka, Marek (referee)
The aim of this diploma thesis is to identify which specific marketing tools were used by MADMONQ in order to reach its current stable position on Czech-Slovak gaming and streaming scene. The brand, originally a startup, became famous by bringing a whole new product to the gaming market, the first nutritional supplement made specifically for gamers. And its breakthrough was able to happen mainly thanks to the Twitch streaming platform. Therefore, the qualitative research of this thesis is set into a context of history and characteristics of Twitch, game marketing, the streaming phenomenon and influencer marketing. The research itself, which results in a complex case study, is based upon an in-depth interview with MADMONQ's founder and current CEO Michal Noga, on an analysis of the brand's online marketing tools, a SWOT analysis and on a survey in which streamers promoting products by this brand on their streaming channels took part. The case study is exposing the best and worst practices which led MADMONQ to its current position and explains the brand's communication strategy, which is from the very beginning focused on solely gamers, while striving to fulfill its mission that every gamer gives health the same amount of attention, they give to their hardware setup.
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Proposal of Online Marketing Communication for an Emerging Company
Mošťková, Božena ; Havíř, David (referee) ; Kaňovská, Lucie (advisor)
The master thesis is focused on the online marketing communication of the newly established company Argana Cosmetics, s.r.o., with the aim of improving their online marketing communication. The theoretical part of the thesis defines the basic marketing background. The practical part includes company introduction and its environment together with the analyses from the theoretical part and the questionnaire survey, the results of which are used in the third part. The final part is focused on suggestions and recommendations that could lead to the improvement of the company's online marketing communication.
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