Digital marketing has been changing continuously and rapidly since the introduction of Web 2.0 ten years ago (Lin, Li, Deng, & Lee, 2013). Companies are now engaging their users in their digital marketing by providing with interactive contents in digital campaigns. The digital campaigns are getting more converge with SNS (social networking sites) in order to let the user share the content with others and therefore the e-WOM (electronic word of mouth) helps the companies digital campaigns to be shared by more users (Moran, Muzellec, & Nolan, 2014). The interactive content in the digital campaigns have shown to provide for engaged users and therefore leads to loyal users. The reason for this has its roots in the culture of consumption that has brought our everyday consumption to a whole new level where we no longer just consumes a product, we are the brand (Davis, 2013). The study, Click here for solidarity, aims to explain the interactive phases and rhetorical elements that companies use to engage the user to interact with the content of the digital campaigns. The study is based on four digital campaigns in four different market areas in order to provide with an overall picture of how companies work with interactive and rhetorical elements. Thus the study falls into the area of marketing and branding. The study is conducted with a qualitative content analysis and a rhetorical analysis in order to interpret the interactive and rhetorical elements in the four digital campaigns. Our goal for this study is therefore not to see to what the digital campaigns in the study has failed on, neither to create a new theoretical framework. Finally, a few conclusions of the interactive and rhetorical elements are drawn. First of all, the study showed that in order to engage users in digital campaigns the content needs to respond fast. The interactive parts, such as toolbars and various clickable icons, needs to engage the user. Also, the digital campaigns in the study all showed the rhetorical element pathos, which appeared in their attempts to persuade the user. Thus makes the rhetorical elements in the digital campaigns important so that the users will feel an urge to engage with the content.

This diploma thesis "Development of model of goals, instruments and performance indicators for digital advertising campaigns for universities" deals with the issue of marketing commu-nication and is specifically focused on advertisement of higher education in the Czech repub-lic. Theoretical part examines goals of marketing communication, instruments of digital adverti-sing campaings and their performance indicators. In practical part, this knowledge is further modified to suit the specific segment of higher education and there is created a model of goals, instruments and performance indicators. This model is then used as a base for analysis of the digital campaign Buď dobrej!, which had been made for the University of economics in Prague, specifically for the Faculty of informa-tics and statistics. Using the results from the previous analysis, we made practical recommendations, which further expand the model created in the practical part.