Thesis title: |
Startups and Digital Media: Gaining a Competitive Advantage |
Author: |
Habibli, Samir |
Thesis type: |
Diploma thesis |
Supervisor: |
Černý, Jan |
Opponents: |
Potančok, Martin |
Thesis language: |
English |
Abstract: |
Startups are increasingly using digital media in the digital age to build their brands, engage with customers, and gain a competitive advantage. This thesis explores how Azerbaijani startups are using digital platforms such as digital media and digital advertising to be more competitive in a market. The study uses a qualitative methodology that includes a practical experiment using Hellojob.az, a growing Azerbaijani business platform, and semi-structured interviews with representatives from seven startups across industries. In addition to identifying key platforms, the study examines the role of digital media in startup strategies and analyzes opportunities and challenges in the Azerbaijani entrepreneurial ecosystem. While the findings are region-specific, they provide insightful insights for startups in the region looking to successfully leverage digital media. The thesis concludes with tactical recommendations for business owners looking to enhance market positioning and expansion through creative use of digital media. |
Keywords: |
Startups; Competitive Advantage; Digital Media; Social Media Marketing |
Thesis title: |
Startups and Digital Media: Gaining a Competitive Advantage |
Author: |
Habibli, Samir |
Thesis type: |
Diplomová práce |
Supervisor: |
Černý, Jan |
Opponents: |
Potančok, Martin |
Thesis language: |
English |
Abstract: |
Startups are increasingly using digital media in the digital age to build their brands, engage with customers, and gain a competitive advantage. This thesis explores how Azerbaijani startups are using digital platforms such as digital media and digital advertising to be more competitive in a market. The study uses a qualitative methodology that includes a practical experiment using Hellojob.az, a growing Azerbaijani business platform, and semi-structured interviews with representatives from seven startups across industries. In addition to identifying key platforms, the study examines the role of digital media in startup strategies and analyzes opportunities and challenges in the Azerbaijani entrepreneurial ecosystem. While the findings are region-specific, they provide insightful insights for startups in the region looking to successfully leverage digital media. The thesis concludes with tactical recommendations for business owners looking to enhance market positioning and expansion through creative use of digital media. |
Keywords: |
Digital Media; Competitive Advantage; Digital Media; Social Media Marketing |
Information about study
Study programme: |
Information Systems Management |
Type of study programme: |
Magisterský studijní program |
Assigned degree: |
Ing. |
Institutions assigning academic degree: |
Vysoká škola ekonomická v Praze |
Faculty: |
Faculty of Informatics and Statistics |
Department: |
Department of Information Technologies |
Information on submission and defense
Date of assignment: |
18. 10. 2022 |
Date of submission: |
26. 6. 2025 |
Date of defense: |
2025 |
Files for download
The files will be available after the defense of the thesis.