Ivana Mikulková

Bachelor's thesis

Influencer marketing a udržitelnost

Influencer marketing and sustainability
Abstract:
The subject of my bachelor thesis is to determine the extent a particular influencer has on opinions and behaviours of their followers as well as to examine concrete characteristic traits and actions that impact the influencer's audience. The theoretical section aims to outline terms such as online marketing and social media, as well as studies influencers and their marketing strategies. Subsequently …more
Abstract:
Hlavnou témou bakalárskej práce je zistiť, do akej miery má konkrétny influencer vplyv na postoje a správanie sa svojich sledujúcich a zároveň skúmame vlastnosti a aktivity, ktorými daný influencer na svoje publikum pôsobí. V teoretickej časti vymedzuje pojmy ako on-line marketing, sociálne médiá, zameriava sa aj na rozbor influecer marketingu a influencerov. Následne je predstavený koncept udržateľnej …more
 

Keywords

Influencer influencer marketing generácia Z rýchla móda udržateľná móda nákupné správanie tematická analýza generation Z fast fashion sustainable fashion consumer behavior thematic analysis
 
Language used: Slovak
Date on which the thesis was submitted / produced: 10. 5. 2021
Identifier: https://is.muni.cz/th/aeon0/

Thesis defence

  • Date of defence: 14. 6. 2021
  • Supervisor: doc. Ing. Alena Klapalová, Ph.D.
  • Reader: Ing. Dušan Mladenović, Ph.D.

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Institution archiving the thesis and making it accessible: Masarykova univerzita, Ekonomicko-správní fakulta
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