Fenomén YouTube a jeho využití k marketingovým účelům

This bachelor thesis focuses on the phenomenon of youtubers and their use in influencer marketing. The first chapter describes online marketing and its advantages and disadvantages, social media platforms and how companies can use them to fulfill their marketing goals. The following chapter explains how YouTube works, who we consider as a youtuber and what kinds of videos are the most popular ones. The last chapter focuses on influencer marketing as a term, describes the process of creating a campaign in collaboration with youtubers and provides tips how to make these campaigns successful. In addition, a survey within the youtubers’ audience was conducted to acknowledge their view on paid promotion. The aim of this thesis is to create a step by step manual that brands should follow during the process of making a campaign which uses youtubers as people with great influence.