Startups and Digital Media: Gaining a Competitive Advantage

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.

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