|
|
The impact of influencers on Generation Z news awareness on Social media (on the example of Covid-19 pandemic)
Dostálová, Veronika ; Háša, Marek (advisor) ; Odstrčilová, Klára (referee)
This bachelor's thesis examines the role of influencers on generation Z's news awareness of current events and the covid-19 pandemic. In addition, the thesis aims to understand the attitude generation Z has towards influencers spreading information on social media, especially in connection with the relevance and authenticity of this information. The main topics include social media, influencers and generation Z, which are presented in greater detail in the theoretical part. Research was carried out in a form of six semi-structured in-depth interviews with generation Z. Implementation of the interviews and data analysis followed by the grounded theory method. Results indicate that the participants still prefer traditional media sources, not only when seeking verified information. The participants are aware of the existing impact which influencers can have on information. Nonetheless, they approach influencers rather negatively, despite the fact that they drew information from at least one influencer during the covid-19 pandemic. Main limitation of the research was primarily small number and gender imbalanced selection of interviewed participants and partial decline of interest in the topic of covid-19.
|
|
|
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.
|
|
|
Who leads public opinion? The role of opinion leaders during the COVID-19 pandemic.
Plisková, Nikol ; Jeřábek, Hynek (advisor) ; Svobodová, Tereza (referee)
This bachelor thesis focuses on opinion leaders during the COVID-19 pandemic. The purpose of this thesis is to find out, using quantitative research, who are the opinion leaders in the COVID-19 pandemic and which charasteristics and skills make them "qualified" for position. The thesis is theoretical-empirical. The first part, based on the methods of study and research of technical literature, specialized articles and thematically oriented electronic resources, creates the theoretical basis for the topic of thesis. Continuously follows the empirical part, which contains its own quantitative research in the form of CAWI and paper questionaire, which is further analyzed by using statistical methods in SPSS.
|
|
|
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...
|
|
|
Fashion Community as an example of consumer online journalism
Pavúková, Natália ; Jirák, Jan (advisor) ; Miessler, Jan (referee)
This diploma thesis focuses on fashion blogs and the perception of bloggers by their readers. The thesis is divided into three parts - theoretical, methodological and analytical. In the first part, I explain the terms that are associated with blogging and therefore journalism, online journalism, blogging, social networks, but also the character of journalist, blogger and the concept of an opinion leader. In the second part, I will present the procedures that I used for date collection, I will also introduce the research objective and describe the research file. In the last part, I describe the research itself, which I translated through a mixed analysis when I used both quantitative and qualitative approaches. Using a questionnaire survey, I perceived the perception of a fashion blogger from the viewpoint of its followers, their identification with the blogger's figure, but I also chose the supplementary question where I studied, whether the readers prefer fashion blogs or magazines and also the reason for their preferences. The results confirm the positive relationships of readers to the blogger, they consider him as an inspirational person who influences fashion trends, but also opinions on current topics. I see the added value of this diploma in revealing what readers think about bloggers and...
|
|
|
Modern opinion leaders and their influence on adolescent consumption behavior
Budinská, Alžběta ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
The main topic of this master thesis is modern opinion leaders and their influence on consumption behavior of teenagers. The aim of the thesis is to characterize the opinion leaders of the modern age, to analyze their area of influence and to derive their influence on the consumer behavior of adolescents. The partial aim of the master thesis is the comparison of boys and girls. In the theoretical part, opinion leaders are defined, as well as their social networking and their influence in the marketing purposes. The consumer behavior of teenagers and the types of opinion leaders who influence them are described in detail. The practical part deals with social media influencers and determines the degree of their influence on teenagers' purchases. The actual research was carried out through questionnaire surveys and group discussions.
|
guest ::
