Influencer marketing and impact on consumers
| Thesis title: | Influencer marketing a ovlivňování spotřebitele |
|---|---|
| Author: | Veselý, Jan |
| Thesis type: | Bakalářská práce |
| Supervisor: | Černá, Jitka |
| Opponents: | Fořt, Milan |
| Thesis language: | Česky |
| Abstract: | Tato bakalářská práce pojednává o influencer marketingu na sociálních sítích. Cílem práce je zjistit, jakými postupy a metodami lze zvýšit efektivnost komunikace mezi influencerem a firmou, zjistit nedostatky komunikace jak ze strany influencerů, tak ze strany firem. V teoretické části jsou vysvětleny pojmy využívající se v části praktické a také jsou zde shrnuty dosavadní poznatky o influencer marketingu. Praktická část vychází z kvalitativních výzkumů, mezi kterými jsou hloubkové rozhovory a metoda komparace. |
| Keywords: | opinion leaders; sociální sítě; Influencer marketing; marketingový mix; Instagram; komunikace |
| Thesis title: | Influencer marketing and impact on consumers |
|---|---|
| Author: | Veselý, Jan |
| Thesis type: | Bachelor thesis |
| Supervisor: | Černá, Jitka |
| Opponents: | Fořt, Milan |
| Thesis language: | Česky |
| Abstract: | This bachelor thesis deals about influencer marketing on social networks. The aim of this work is to find out what processes and methods can increase the efficiency of communication between an influencer and the company. Identify communication deficiency from both influencers and companies as well. The theoretical part explains the terms which are used in the practical part and also summarizes the current knowledge about influencer marketing. The practical part is based on qualitative research which includes proper interviews and the method of comparison. |
| Keywords: | Influencer marketing; opinion leaders; social medias; instagram; marketing mix; communication |
Information about study
| Study programme: | Ekonomika a management/Arts Management |
|---|---|
| Type of study programme: | Bakalářský studijní program |
| Assigned degree: | Bc. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 16. 10. 2019 |
|---|---|
| Date of submission: | 11. 5. 2021 |
| Date of defense: | 23. 6. 2021 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/71310/podrobnosti |