New types of media and its influence on the corporate communication

Bc. Pavla Mautvicová

Diplomová práce

Anotace:

The aim of this diploma thesis is to thoroughly define what “new media” are, to describe in detail how they work and to discover how influential they are on corporate communication. These findings are then demonstrated on real-life business causalities. The thesis is divided into two parts. Part one deals predominantly with the above mentioned definition of the term “new media” and the description of its uses within a corporation. The following practical part then engages in analysing corporate communications of two chosen companies through case studies, illustrating the influences of new media.

Abstract:

The aim of this diploma thesis is to thoroughly define what “new media” are, to describe in detail how they work and to discover how influential they are on corporate communication. These findings are then demonstrated on real-life business causalities. The thesis is divided into two parts. Part one deals predominantly with the above mentioned definition of the term “new media” and the description of its uses within a corporation. The following practical part then engages in analysing corporate communications of two chosen companies through case studies, illustrating the influences of new media.

Keywords

Media, new media, social media, corporate communication, corporate identity, corporate social responsibility, image, the Internet, Web 2.0

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 14. 4. 2016

Obhajoba závěrečné práce

• Obhajoba proběhla 10. 6. 2016
• Vedoucí: Ing. Jiří Šnajdar
• Oponent: doc. Giuseppe Maiello, Ph.D.

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication