Influencer marketing v moderním komunikačním mixu – Bc. Valeriia Udalova
Bc. Valeriia Udalova
Master's thesis
Influencer marketing v moderním komunikačním mixu
Influencer marketing in the modern communication mix
Abstract:
Diplomová práce se zaměřuje na influencer marketing v módním průmyslu a jeho využití na sociální síti Instagram. Cílem je zhodnotit pozici influencer marketingu v rámci moderního komunikačního mixu, včetně jeho hlavních benefitů a nedostatků. V teoretické části jsou popsány základní teoretická východiska komunikačního mixu, spotřebního chování a influencer marketingu. V praktické části je proveden …moreAbstract:
The thesis focuses on influencer marketing in the fashion industry and its use on the social network Instagram. The aim is to evaluate the position of influencer marketing within the modern communication mix, including its main benefits and shortcomings. The theoretical part describes the basic theoretical background of the communication mix, consumer behaviour and influencer marketing. In the practical …more
Language used: Czech
Date on which the thesis was submitted / produced: 5. 7. 2021
Thesis defence
- Date of defence: 30. 8. 2021
- Supervisor: Ing. Hana Volfová, Ph.D.
- Reader: Jana Přikrylová, Ph.D.
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Institution archiving the thesis and making it accessible: ŠKODA AUTO a.s., ŠKODA AUTO VYSOKÁ ŠKOLA o.p.s.ŠKODA AUTO a.s.
ŠKODA AUTO VYSOKÁ ŠKOLA o.p.s.Master programme / specializace:
Economics and Management / International Marketing
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