Evaluation of Marketing Communication: Role of Bloggers

Lucie Stejskalová

Bachelor's thesis

Abstract:

The aim of this thesis is to evaluate the marketing communication of when blogs, as a new form of brand promotion, became popular. The theoretical part includes a definition of marketing communication and basic terms related to this topic. It describes the means of communication mix and its link to the Internet. The main social media and its basic description and importance in todays marketing are presented. Also, this review introduces blogs and bloggers and tools of marketing communication used on their blogs. Own research is firstly introducing the current situation of blogging in the Czech Republic and afterwards is focusing on interviews with Czech bloggers, with the aim of evaluating how cooperation between brands and bloggers works. Aside from the interviews, the questionnaire designed for public was created with the goal of determining how people perceive bloggers and how much influence they have on them.

Keywords

marketing communication, online communication, blog, social media, brands

Language used: English

Date on which the thesis was submitted / produced: 13. 3. 2016

Thesis defence

• Supervisor: Ing. Tereza Balcarová, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme / field:
Economics and Management / Economics and Management