Instagram jako nástroj marketingové komunikace

Leila Ataieva

Bachelor's thesis

Instagram as a Marketing Tool

Abstract:

Tato bakalářská práce se zaměřuje na marketing, konkrétně na on-line marketing a využití Instagramu v marketingové komunikaci. Práce je ukotvena teorií marketingu, zejména se jedná o pojmy marketing a marketingová komunikace a on-line marketing. Práce zahrnuje analýzu a vysvětlení specifik komunikace mezi obchodem a klientem na Instagramu s ohledem na příležitosti, které poskytuje internet. Podstatnou částí práce je popis vlastnosti Instagramu a možnosti uplatnění reklamy a komunikace s potenciálním klientem na této síti.

Abstract:

This bachelor thesis focuses on marketing, specifically on online marketing and the use of Instagram in marketing communications. The thesis is anchored by the theory of marketing, especially the concepts of marketing and marketing communication and online marketing. The work involves analyzing and explaining the specifics of communication between the store and the client on Instagram, taking into account the opportunities provided by the internet. An essential part of the work is the description of the features of Instagram and the possibility of applying advertising and communicating with a potential client on this network.

Keywords

marketing, Instagram, marketingová komunikace, sociální sítě, online marketing.

Language used: Czech

Date on which the thesis was submitted / produced: 15. 4. 2022

Thesis defence

• Date of defence: 15. 6. 2022
• Supervisor: doc. Dr. Mgr. Lukáš Novotný, M.A.
• Reader: doc. Giuseppe Maiello, Ph.D.

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Marketing Communication