Bc. Rostislav Starý
Master's thesis
Influencer marketing
Influencer marketing
Abstract:
Tato práce řeší problematiku názorových vůdců v PR a marketingu. Zejména se zaměřuje na možnosti vyhledávání názorových vůdců – v moderní marketingové terminologii „influencerů“ – v sociálních médiích a online prostředí vůbec. Uživatele, které lze na základě těchto online metod označit za názorové vůdce poté konfrontuje s klasickou sociologickou metodologií určování názorových vůdců, konkrétně s tzv …moreAbstract:
This thesis deals with the topic of opinion leaders in PR and marketing. It focuses mainly on the possibility to identify opinion leaders – in modern marketing terminology called “influencers” – in social media and the digital environment as a whole. Users identified as opinion leaders, thanks to digital methodology, were then asked to fill in a questionnaire used in the Test of Personality Strength …more
Language used: Czech
Date on which the thesis was submitted / produced: 30. 9. 2014
Identifier:
https://is.vsfs.cz/th/aj4sm/
Thesis defence
- Date of defence: 3. 11. 2014
- Supervisor: Ing. Tereza Dvořáková
- Reader: doc. Ing. Milan Kašík, CSc.
Full text of thesis
Contents of on-line thesis archive
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Institution archiving the thesis and making it accessible: Vysoká škola finanční a správníUniversity of Finance and Administration
Master programme / field:
Economics and Management / Marketing Communication
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