Second-screen viewing - the use of smartphones, tables and laptops while watching television program - has increased dramatically in the last few years, which multi-screen usage could be considered as a new opportunity for marketing communication. This study will investigate the social media (as second screen) communication effects of TV drama series focussing on the effectiveness of characters' fashion content in leading to consumers' impulsive buying. Narrative transportation theory, use and gratification theory, flow theory, social comparison theory and para-social theory are developed and adopted in an S-O-R framework in this study. A quantitative research approach will be used to conduct online survey focusing China second screen marketing phenomenon. Results of the study provide a guide to understand the newly emerging second screen process with theoretical and managerial perspectives.

Influencer werden in der öffentlichen Wahrnehmung seit einigen Jahren zunehmend präsenter. Sie sind besonders einflussreiche Social-Media-Nutzer mit hohen Reichweiten und deshalb attraktive Kooperationspartner für Werbung. Die vorliegende Arbeit untersucht Formen der Zusammenarbeit zwischen Influencern und Bibliotheken mit dem Ziel, künftig Hilfestellung zur Einführung erfolgreicher Kooperationen zu bieten. Die Formenvielfalt der Zusammenarbeit wird an konkreten Beispielen aus der bibliothekarischen Praxis dargestellt. Dazu wurden Experteninterviews mit Bibliotheksmitarbeitern und Influencern geführt, die bereits zusammengearbeitet haben. Die Bandbreite reicht von monatlichen Buchempfehlungen einer Influencerin in der Stadtbibliothek Greifswald bis zum etablierten #blogsofa der Stadtbüchereien Düsseldorf. Auch Beispiele aus Buchhandlungen werden einbezogen. Es wird deutlich, dass jede Bibliothek mit Influencern kooperieren kann und je nach individuellen Ressourcen verschiedene Formen möglich sind. In einem Leitfaden für die Praxis werden sechs Schritte erläutert, welche die Einführung erfolgreicher Kooperationen künftig unterstützen können. Angesprochen sind vor allem Social-Media-Beauftragte in Bibliotheken, aber auch das interessierte Fachpublikum. Die Ergebnisse sind für alle Bibliothekstypen relevant, Beispiele mit Öffentlichen Bibliotheken überwiegen jedoch. Ebenso ist die Arbeit für Influencer von Interesse, die eine entsprechende Zusammenarbeit anstreben.

LINGUOCULTURALAND PRAGMATIC FEATURES OF TRAVEL BLOGS Autor práce: Korshunova Daria Školitel: Mgr. Ekaterina Rycheva, Ph.D. Annotation: Everyday communication on the Internet has become an integral part of life of a modern person. A blog is one of the relevant genres of Internet communication. It has some specific features, such as the complexity of form and content, interactivity, interaction of verbal and non-verbal components and pragmatic orientation. The investigation is devoted to the definition of linguocultural and pragmatic features of travel blogs. An analysis of the use of expressive means and cultural stereotypes in travel blogs in the comparative aspect (based on Russian and Czech blogs) is carried out. Key words: Internet, Internet-discourse, Internet communication, genre, blog, blogger, travel blog, blogosphere, expressive means, cultural stereotype.

社群網站因為網友生態的改變越來越蓬勃發展，部落格是社群網站其中一種型式；在女性族群中，大多女性對化妝品的話題都有些許的興趣，也是造成美妝部落格受到很多網友喜愛的原因之一。化妝品品牌有商品置入的配合，希望這些達人只要用分享的角度，最好不要公開和品牌之間的關係，純粹就以自己喜歡使用，或自己渴望嘗試新產品的角度去寫，讓網友們從中相信產品真的是有優勢。本研究依據深度訪談法&內容分析法，全面性的討論美妝達人部落格商品置入,希望由這二種研究方式，可以對美妝部落格的置入過程及其置入對網友的影響有所了解。

The main objective of the thesis was to explore the phenomenon of fashion blogs. Not in terms of their marketing or journalistic function as it was originally intended, but in a way of an examination of the position of the blog author. We focused on the reasons for the motivation of the authors of the blog leading them to continue their work. The first chapter outlined the process of creation of the blog and the development of the blog in general. Based on research of the literature related to the fashion and media, the development of the fashion blog in the Czech Republic was described. The second chapter studied theoretical preview on blogs, which showed the strong relationship between media and blogging, defined marketing influence in the blogging and described product placement. At the same time we have shown from a theoretical point of view, based on the literature sources, the importance for the authors of the blogs of building social capital by blogging. This fact was analysed in the research part of the thesis when the individual answers of the Czech bloggers were presented. The research part of the thesis compared the theory with the practice based on conclusions of the Czech discourse on fashion. This was achieved by analysing of the interviews with leading domestic bloggers. Using qualitative...

The main objective of this master thesis is to discuss the phenomenon of fashion blogs and exploring its features and benefits for the Czech discourse about fashion. The evolution of blogging as a technological phenomenon with mass expansion of the internet and its development is mapped by researching respective literature that deals with fashion and its communication in the media, besides that there is also explored the nature of blogs and their place among traditional media such as print, television or radio. The research would not be complete without proper examination of the motivation that leads to the formation of blogs and of course results of such blogging that can be considered successful. Given that the fashion industry is built on communication of trends and subsequent sales of products that can be described as fashionable, the work aims to deal with the transformation in use of media for this purpose. Following that there is then examined the relationship between blogging and journalism, respectively fashion magazines and the nature of advertising, which is inevitably included in the fashion industry. The research part then verifies conclusions made based on theory in practice of the Czech discourse about fashion, which is achieved by analysis of interviews with leading domestic...

Bakgrund: Användningen av sociala medier har blivit väldigt populärt och är ett effektivt verktyg för att kommunicera, inspirera, publicera och dela med sig om sig själv vilket kan ske genom bland annat bloggar. Bloggandet har haft en snabb tillväxt och är idag ett enormt effektivt marknadsföringsverktyg. Företag har i allt större utsträckning börjat uppmärksamma bloggarna som ett kommunikationsverktyg då det anses vara ett tidseffektivt sätt att marknadsföra sig på. Eftersom bloggvärlden blivit så pass stor finns det idag flera olika typer av bloggare. Modebloggar är en av flera bloggtyper som blivit stora då de skiljer sig från de traditionella marknadsföringskanalerna på så vis att modebloggare kan skapa såväl intimitet med som förtroende hos läsaren vilket är något en vanlig marknadsföringskanal inte kan. Syfte: Syftet med denna uppsats är att undersöka hur ett personligt varumärke skapas och vilka faktorer i omgivningen som påverkar synen på varumärket. Studien kommer baseras på hur bloggare själva ser på sitt personliga varumärke och även hur andra aktörer, så som företag och läsare, uppfattar bloggares personliga varumärke. Teori: Det valdes ut fyra teorier som handlar bland annat om en rätta tidpunkten att satsa på ett varumärke, vad som krävs för att ett äkta varumärke skall nås, definition om det personliga varumärket och slutligen varumärkestillgångar och mervärde som är kopplade till varumärket. Metod: En kvalitativ studie som består av sju semistrukturerade intervjuer. Empiri: Insamlad data har genererats genom intervjuer med respondenterna. Alla har koppling till bloggvärlden på ett eller annat vis då uppsatsen har fått med aspekten av hur både bloggare, företag samt läsare ser på bloggar och varumärken. Slutsats: Det krävs flera faktorer för att både skapa men även bibehålla sitt varumärke. Det krävs att ständigt sticka ut och vara annorlunda samt genomlysa en tydlig identitet för att på så sätt kunna vara attraktiv för läsare och företag. För bloggaren krävs det stort engagemang och en vilja att ta för sig, vilket bör synas i allt från bildkvalité till uppmärksamhet i sociala medier mer än bara bloggen i sig.

This diploma thesis focuses on fashion blogs and the perception of bloggers by their readers. The thesis is divided into three parts - theoretical, methodological and analytical. In the first part, I explain the terms that are associated with blogging and therefore journalism, online journalism, blogging, social networks, but also the character of journalist, blogger and the concept of an opinion leader. In the second part, I will present the procedures that I used for date collection, I will also introduce the research objective and describe the research file. In the last part, I describe the research itself, which I translated through a mixed analysis when I used both quantitative and qualitative approaches. Using a questionnaire survey, I perceived the perception of a fashion blogger from the viewpoint of its followers, their identification with the blogger's figure, but I also chose the supplementary question where I studied, whether the readers prefer fashion blogs or magazines and also the reason for their preferences. The results confirm the positive relationships of readers to the blogger, they consider him as an inspirational person who influences fashion trends, but also opinions on current topics. I see the added value of this diploma in revealing what readers think about bloggers and...

Conselho Nacional de Desenvolvimento CientÃfico e TecnolÃgico / CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior / O objetivo da presente pesquisa foi revisar o percurso teÃrico-metodolÃgico para o estudo de comunidades discursivas de Swales de forma que se pudesse dar conta de uma maneira mais apropriada de comunidades complexas como as comunidades online. Nossa suposiÃÃo foi a de que dada a complexidade de grupos como os blogueiros, aqui analisados, havia a necessidade de pesquisÃ-los tanto do ponto de vista de suas caracterÃsticas gerais como em relaÃÃo a possÃveis sub-grupos seus, formados a partir da especificaÃÃo dos objetivos gerais da comunidade blogueira como um todo. Dessa forma, em um primeiro momento desta dissertaÃÃo, procuramos propor uma reformulaÃÃo do conceito de comunidade discursiva, analisando-o numa perspectiva bifurcada que procure dar conta do aspecto macro, global, da comunidade, bem como das especificidades de seus sub-grupos. Para nomearmos esses elementos, utilizamo-nos dos termos comunidade discursiva global e comunidade discursiva local. Num segundo momento, procuramos aplicar essa revisÃo em um grupo de internautas conhecido como blogueiros. Para construÃÃo dos dados utilizamos como mÃtodo a etnometodologia dando Ãnfase Ãs falas dos membros, interpretadas a partir do entendimento do contexto maior de que fazem parte. Os resultados da anÃlise demonstraram que de fato a comunidade global blogueira à formada a partir de mÃltiplas comunidades locais, tendo sido descrita a comunidade local âbar do escritorâ, que possui em relaÃÃo Ãs caracterÃsticas da comunidade global blogueira especificidades tanto em relaÃÃo aos seus objetivos como Ãs suas demais caracterÃsticas, mas que se une Ãs demais comunidades locais blogueiras por partilhar os mesmos objetivos gerais e por estabelecer-se hierarquicamente no todo maior da comunidade global, o que a torna parte da comunidade global blogueira e nÃo uma comunidade discursiva isolada desta. / The aim of this research was to go over the theoretical-methodological way of studying discourse communities by Swales so that it was possible to account in a more suitable way on complex communities like those one find on online environment. Our hypothesis was based on the idea that because of the complexity of groups like the bloggers, for example, it was necessary to investigate them from their general characteristics as much as in relation to likely sub-groups, shaped from the specification of some objectives of the group as a whole. Therefore, in a first moment of this dissertation we tried to propose a review of the discourse community concept subdividing it into two related concepts: global discourse community and local discourse community. In a second moment, we tried to apply that review in an online group called bloggers. To get the necessary data for our analysis we used the ethnomethodology as a method, focusing in the members speeches which was interpreted based on the major context they take part of. The results of analysis indeed evidences that the blogger global discourse community is the result of multiple local discourse communities, one of them, called âbar do escritor (writterÂs bar), we described. This local community, if compared to his global community, presents specificities in relation to his objectives as much other singular characteristics, all of that tributary from the global community, so that it became it part of the blogger global community and not an aside discourse community. (247 words)

[pt] A escrita e a leitura ocidentais vêm sofrendo transformações relevantes através dos tempos. Algumas destas transformações estão relacionadas aos suportes de escrita e de leitura e aos modos pelos quais a evolução destes afeta as relações entre os escritores, os leitores e os textos. Este estudo tem como foco principal investigar a revolução que o aparecimento da escrita eletrônica e o uso da tela do computador como suporte textual trouxeram à contemporaneidade. Em outras palavras, esta investigação se concentra nas alterações e transformações nas práticas de leitura e de escrita e nas relações entre escritores e leitores a partir da tela do computador. Com o objetivo de investigar tal revolução, primeiramente foi escolhida uma ferramenta textual na Internet conhecida como blog. Posteriormente, foi realizada uma pesquisa qualitativa, na qual foram entrevistados 10 blogueiros (aqueles que escrevem blogs). Os depoimentos dos participantes revelam que a decisão de criar e manter um blog está ligada à liberdade de expressão, ao prazer em escrever e, sobretudo à possibilidade de interação com os leitores. No entanto, a análise dos depoimentos mostra que, apesar de os blogs disporem de um espaço para interação entre os blogueiros e seus leitores, esta interação ainda não se concretiza plenamente. / [en] Western reading and writing has been going through considerable transformations throughout the times. Some of these transformations are related to the media that support writing and reading and to the ways their evolution affects the relations between writers, readers and texts. The main aim of the present study is to investigate the revolution brought about by the advent of electronic texts and of the use of the computer screen as textual support. In other words, this investigation concentrates on the changes that occurred in electronic reading and writing as well as in the forms of relationship between writers and readers by means of the computer screen. For such purpose, a recent textual tool available on the Internet, called blog, and its writers, called bloggers, were chosen. A qualitative research with 10 bloggers was conducted. An analysis of their discourse reveals that the decision of writing blogs is related to the freedom of expression, to the pleasure of writing and also to the possibility of interaction with their readers. Nevertheless, the same analysis revealed that, in spite of the fact that blogs make available a space for interaction between bloggers and their readers, such interaction is not yet fully materialized in blogs.