New types of media and its influence on the corporate communication.

Ing. Michala Žitná

Master's thesis

Abstract:

The diploma thesis deals with the topic of new media. The main purpose of the thesis was to identify the influence of new media on corporate communication. The example research object was a large corporation with long-lasting market experience. The thesis consists of the 3 main chapters. The first chapter deals with the theory of new media and corporate communication. The second chapter describes work methodology, sources and research object. The next chapter consists of the analysis of the example corporation through which is shown how new media are used in different corporate communication clusters. The thesis concludes by final chapter discussing findings, final remarks, conclusion of the hypotheses and recommendations. One of the main conclusions made is that the control of brands is shifting into the hands of consumers and employees, and that one of the most valuable features of new media is the possibility of interactive dialogue, despite the physical distance, between the stakeholders and the organization.

Abstract:

The diploma thesis deals with the topic of new media. The main purpose of the thesis was to identify the influence of new media on corporate communication. The example research object was a large corporation with long-lasting market experience. The thesis consists of the 3 main chapters. The first chapter deals with the theory of new media and corporate communication. The second chapter describes work methodology, sources and research object. The next chapter consists of the analysis of the example corporation through which is shown how new media are used in different corporate communication clusters. The thesis concludes by final chapter discussing findings, final remarks, conclusion of the hypotheses and recommendations. One of the main conclusions made is that the control of brands is shifting into the hands of consumers and employees, and that one of the most valuable features of new media is the possibility of interactive dialogue, despite the physical distance, between the stakeholders and the organization.

Keywords

Media, New Media, Communication, Social media, Corporate communication, Internal communication, Audience, External communication

Language used: English

Date on which the thesis was submitted / produced: 11. 4. 2017

Thesis defence

• Date of defence: 9. 6. 2017
• Supervisor: Ing. Jiří Šnajdar
• Reader: PhDr. Ilona Toufarová

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication