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Social Media- A New Instrument to Influence Brand Value

Autor práce: Sizikova, Evelina
Typ práce: Diplomová práce
Vedoucí práce: Král, Petr
Osoba oponující práci: Jurek, Martin

Informace o vysokoškolské kvalifikační práci

Název práce: Social Media- A New Instrument to Influence Brand Value
Typ práce: Master thesis
Jazyk práce: English
Abstrakt: With the rising power of Internet and especially social media which includes different communities, blogs, portals(1) , etc., nowadays brand value, - its creation and control, is not in the hands of the companies anymore, but is shifted to the consumers. One aim of this paper is to investigate and try to prove the existence of social media influence on brand value. Another goal is to introduce a different vision of brand value in connection with Internet and the rise of social media's influence on consumer's minds. For the purpose of this research the terms brand value and brand equity would bear equal meanings. My theory, which I would like to introduce, was borrowed from biology and physics, namely from I.P. Pavlov's studies and his conditioned reflex theory(2) and the physics part is based on the dispersion of light theory which was first introduced, as we know, by Isaak Newton(3). I dare to say, that nowadays creation of brand value in consumer minds works the same way. When someone, man or woman, hears a brand name, a picture and a feeling, either positive or negative is immediately formed in the person's mind from personal experience with this brand. If not, then the brand is an unfamiliar one, thus we have to rely on a provided opinion, which was previously usually conveyed to us by family, relatives and close friends while recently, also by our growing virtual community. At the beginning of the thesis, I will present the theoretical background and data on World Wide Web and social media, followed by a concise description of some of the existing brand equity models, afterwards introducing my own vision on significant brand value components, elaborating on this theory with the help of relevant case studies and researches. Brand equity has generally been defined as "a brand's power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands"(4). Further on in the second chapter I will bring together more definitions on brand equity/value to be able to propose a modified one, components of which will be discussed thoroughly in the same chapter. The main goal of my Master Thesis is to analyze the existence of a dependency between social media and brand value. A second goal is to assess whether the impact is a positive or a negative one or is a mixture of both.
Klíčová slova: brand management; soft values; brand value; brands on the Internet; Brand equity; social media

Informace o studiu

Studijní program a Studijní obor: Ekonomika a management/International Business - Central European Business Realities
Typ studijního programu: Magisterský navazující studijní program
Jméno přidělované hodnosti: Ing.
Instituce přidělující hodnost: University of Economics, Prague
Název fakulty: Faculty of International Relations
Název katedry: Department of International Trade
Instituce archivující a zpřístupňující VŠKP: University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce: 10. 10. 2011
Datum podání práce: 15. 5. 2012
Datum obhajoby: 19.09.2012
Výsledek obhajoby: Závěrečná práce byla úspěšně obhájena

Soubory ke stažení

Hlavní práce33267_qsize00.pdf [2,19 MB]
Veřejná příloha7478_qsize00.pdf [75,67 kB]
Oponentura28531_xjurm22.pdf [53,97 kB]
Hodnocení vedoucího33267_kralp.pdf [7,89 kB]

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