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Porovnání marketingové komunikace módních značek designérů a influencerů
Thesis title in Czech: Porovnání marketingové komunikace módních značek designérů a influencerů
Thesis title in English: Comparison of marketing communication of designer and influencer fashion brands
Key words: Značka, fashion marketing, influencer, designér, móda, merch
English key words: Brand, fashion marketing, influencer, designer, fashion, merch
Academic year of topic announcement: 2018/2019
Thesis type: Bachelor's thesis
Thesis language: čeština
Department: Department of Marketing Communication and Public Relations (23-KMKPR)
Supervisor: Ing. Bc. Petra Koudelková, Ph.D.
Author: hidden - assigned by the advisor
Date of registration: 16.07.2019
Date of assignment: 16.07.2019
Date and time of defence: 16.09.2021 08:00
Venue of defence: Hollar - Smetanovo nábřeží 6,Praha 1, H108, Hollar - místn. č. 108
Date of electronic submission:27.07.2021
Date of proceeded defence: 16.09.2021
Opponents: PhDr. Tereza Klabíková Rábová, Ph.D.
 
 
 
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Preliminary scope of work
Tato bakalářská práce je rozdělena do dvou hlavních částí. V první části je teoretický základ k tématu fashion marketingu, využití sociálních sítí ve fashion marketingu a popis zkoumaných skupin módních designérů a influencerů. Spolu s tím je v první části nastíněno i teoretické pozadí k chování uživatelů na sociálních sítích, které je důvodem k různé odezvě na módní značku influencerů a designérů. Ve druhé praktické části byla provedena hloubková analýza polostrukturovaných rozhovorů s influencery a designéry. Na základě analýzy byly porovnány totožné a odlišné faktory marketingové komunikace obou skupin a ve výsledku zjištěn vhled do pocitu podcenění na straně designérů a naopak motivace na straně influencerů.
Preliminary scope of work in English
This bachelor thesis is divided into two main parts. The first part provides a theoretical background to the topic of fashion marketing, the use of social networks in fashion marketing and a description of the groups of fashion designers and influencers studied. Along with this, the first part also outlines the theoretical background to user behaviour on social media, which is the reason for the different response to the fashion brand of influencers and designers. In the second practical part, an in-depth analysis of semi-structured interviews with influencers and designers was conducted. Based on the analysis, both identical and different factors of marketing communication of the two groups were compared, resulting in insights into the feeling of underestimation on the part of designers and, conversely, motivation on the part of influencers.
 
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