Booktube and Bookstagram in the context of the primary book market in the Czech Republic
| Thesis title: | Booktube a Bookstagram v kontextu primárního knižního trhu v České republice |
|---|---|
| Author: | Horáčková, Iveta |
| Thesis type: | Diplomová práce |
| Supervisor: | Zelený, Martin |
| Opponents: | Hanzlík, Jan |
| Thesis language: | Česky |
| Abstract: | Diplomová práce se zaměřuje na roli platforem BookTube a Bookstagram v marketingové komunikaci na primárním knižním trhu v České republice. Zvolenou hlavní výzkumnou metodou je kvalitativní analýza podložená polostrukturovanými rozhovory s pěti českými knižními influencery a se zástupkyní tuzemského knižního nakladatelství. Práce popisuje vznik a průběh spoluprací, identifikuje účinné platformy a formáty a ukazuje, jak aktéři definují a měří úspěch a jaký dopad mají tyto aktivity na poptávku. |
| Keywords: | Booktube; bookstagram; influenceři; knižní trh; marketing |
| Thesis title: | Booktube and Bookstagram in the context of the primary book market in the Czech Republic |
|---|---|
| Author: | Horáčková, Iveta |
| Thesis type: | Diploma thesis |
| Supervisor: | Zelený, Martin |
| Opponents: | Hanzlík, Jan |
| Thesis language: | Česky |
| Abstract: | The Master´s thesis focuses on the role of the BookTube and Bookstagram platforms in marketing communication within the Czech primary book market. The main research method is a qualitative analysis based on semi-structured interviews with five Czech book influencers and a representative of a domestic publishing house. The thesis describes how partnerships are initiated and conducted, identifies effective platforms and formats, and shows how define and measure success and what impact these activities have on demand. |
| Keywords: | bookstagram; influencers; book market; marketing ; Booktube |
Information about study
| Study programme: | Arts Management |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Arts management |
Information on submission and defense
| Date of assignment: | 9. 1. 2025 |
|---|---|
| Date of submission: | 20. 8. 2025 |
| Date of defense: | 8. 9. 2025 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/90913/podrobnosti |