Strategie komunikace pro digitální tvůrce v oblasti gastronomie

This bachelor thesis focuses on the communication strategy of digital creators on social networks, with the aim of investigating their influence on the purchasing behavior of customers. The main objective was to demonstrate that collaboration with digital creators is key to effective marketing in gastronomy and brings direct benefits to brands, including increased customer loyalty and better reach. The work was structured into several parts. The theoretical part focused on social media marketing in gastronomy and explored the role of digital creators in this context. Concepts such as the importance of digital creators in the marketing mix, their types and influence on consumer purchasing decisions were clarified, and successful campaigns involving these creators were also presented. Specifically, these were campaigns for Dunkin' and Charli D'amelio, Danone and Cláudia Viera, and Oreo with Chiara Ferragni. As part of the research part, qualitative and quantitative analysis were carried out. Qualitative research included in-depth interviews with Kateřina Látalová, a popular creator on social media in the field of gastronomy, the brand Živina and the agency ShortPro, which manages these collaborations, while the quantitative research focused on the opinions and experiences of consumers with digital creators that consumers follow and brands in gastronomy on the Czech and foreign markets. The analysis of the results provided a comprehensive overview of the current approaches of Czech gastronomic brands to digital marketing. Several insights emerged from the analysis. In particular, barriers preventing the effective use of creators such as incorrect selection, limited budget, inconsistency of collaborations, ignorance of possible collaborations, failure to use collaborations to their full extent and complicated brand procedures. Based on these findings, specific recommendations for Czech gastronomic brands were formulated in the practical part of the work, namely the emphasis on authenticity and openness, high quality of content, the right choice of communication style and platforms, consistency in communication, the right choice of creators for collaboration, the use of data analytics, long-term planning and flexibility and interactivity and community involvement. At the same time, these recommendations were analyzed and evaluated for future use, their potential, challenges and recommendations for the future were examined. At the conclusion of the work, it was confirmed that digital creators have a significant influence on customers in gastronomy. The work offers valuable insights and recommendations that brands in gastronomy can apply to achieve better results on the market.