Marketing communication models and surveillance economy

Ing. Bogdan Santovac

Master's thesis

Abstract:

This thesis researches surveillance economy and marketing communication models in the online marketing communications environment. In the first part, after the lay out of the research methodology, relevant literature is reviewed with the focus on the surveillance economy, consumer behaviour in such an environment and the role of social media, search engines and other online platforms. Further on, marketing communication models and online marketing communication models are presented in the context of surveillance economy. In the second part, the author presents the research made through the questionnaire on the sample of Millennial respondents. Overall results showed that Millennials’ perception of surveillance and related marketing practices is generally negative. Finally, conclusion and managerial recommendations are presented based on the research findings.

Abstract:

This thesis researches surveillance economy and marketing communication models in the online marketing communications environment. In the first part, after the lay out of the research methodology, relevant literature is reviewed with the focus on the surveillance economy, consumer behaviour in such an environment and the role of social media, search engines and other online platforms. Further on, marketing communication models and online marketing communication models are presented in the context of surveillance economy. In the second part, the author presents the research made through the questionnaire on the sample of Millennial respondents. Overall results showed that Millennials’ perception of surveillance and related marketing practices is generally negative. Finally, conclusion and managerial recommendations are presented based on the research findings.

Keywords

Surveillance economy, marketing communication models, social media, internet of things, millennials

Language used: English

Date on which the thesis was submitted / produced: 6. 1. 2020

Thesis defence

• Date of defence: 4. 2. 2020
• Supervisor: doc. Ing. Alena Klapalová, Ph.D.
• Reader: Ing. Dušan Mladenović, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Economy and Management / Business Management (Eng.)