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Competition and new strategies of competitive struggle
 Měšťanová, Eliška ; Tichá, Milena (advisor) ; Dvořáková, Michaela (referee)
The bachelor thesis is focused on competition and new strategies of competitive struggle emerging in the online environment through influencer marketing. The aim of the theoretical part is to define the concept of competition, its role in the market economy and also its basic types. Furthermore, the competition in the online environment will be presented, as well as basic principles of influencer marketing and the current situation of influencer marketing in the Czech Republic. In the following subchapters of the theoretical part the ethical and legal side of new competitive strategies are presented, including the influence of influencers on today's juvenile audience. The practical part consists of a qualitative analysis. The data are collected through the in-depth interview, which aims to map the influence of the described practices on the young generation in practice. The results of this analysis are then compared with the pre-given hypotheses.
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