Analysis of Digital Marketing Impact on Local Firms: Case Study of Czech Influencers

abs. v. š. Sadiya Khafizova, BA

Bakalářská práce

Abstract:

The ultimate goal of the following thesis is to understand if domestic companies and subsidiaries of international organizations tend to cooperate with Czech influencers and content creators from Instagram for the promotion of their service. For this purpose, the author will create a special set of criteria to evaluate the cooperation between influencers and firms and further on, the author will distribute an online questionnaire to Czech influencers in order to obtain information from them suitable for hypothesis testing. In order to reach the objectives and aims described in the earlier chapter, the author primarily uses a quantitative approach in her study, which will be represented by an analysis of online questionnaire results distributed to Czech influencers online. Consequently, the author analyzes the results of the given questionnaire using a piece of statistical software called SPSS, where the author will perform hypothesis testing using Chi-Square tests and Fisher exact tests. Consequently, the author reaches the conclusion that having influencer profession as a main source of income and ever being contacted by a company to promote products are related; having paid promotions as the main source of income and being satisfied with the growth of one’s social media are related; being criticized by one’s audience and being satisfied with the growth of social media are not related; having paid promotion as the main source of income and gender are not related; having paid promotion as the main source of income and age are not related; time of being involved in Instagram blogging and income are related; frequency of being contacted by companies and gender are not related and frequency of being contacted by companies and age are not related.

Keywords

Czech Republic, Influencers, Digital marketing

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 16. 3. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 16. 5. 2023
• Vedoucí: Ing. Olga Regnerová, Ph.D.
• Oponent: Tomáš Macák, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration