This diploma thesis is focused on internet and mobile advertising and its usage in promoting the Qool.cz project. The beginning of thesis is dedicated to general possibilities of using mobile advertising, possible payment methods and advertising formats. Throughout the whole thesis, there is a focus on three main parts of the mobile environment - mobile web, mobile applications and mobile advertising. Practical part of the thesis focuses on using all these methods in promoting the Qool.cz project. The secondary goal of this thesis is to present a high-level perspective on using mobile technologies in a marketing mix.

Social media is nowadays one of the best ways to reach new potential customers. Social media platforms allow influencers to promote brands and reach even more customers. These new platforms are relatively untested as regards its effectiveness. The purpose of this thesis was to investigate if influencers affected customers´ attitudes and purchase intentions more than online adverts, regarding energy drinks. The thesis used an experiment in order to investigate this further. Combined with previous research in this area and the data from the study’s questionnaire, a result for this thesis could be formulated. The study showed that there was no statistical significant difference of effectiveness between using an influencer or an online advert when it comes to what affects consumers attitudes and purchase intentions, regarding energy drinks.

Background - The thesis topic was selected because of the increased value of ads as a promotional tool and the growing avoidance arising from the exposure rate towards advertising. The principle of native advertising gives marketers a less intrusive pathway. Despite the increased trend and the benefits of using native advertising as a digital marketing tool, native advertising has been criticized for its approach. However, we hope to provide another insight into the positive side of native advertising.  Purpose - We seek to help advertisers improve native advertising content based on individuals' preferences by focusing our attention on what motivates consumers to affect their attitude towards online advertisement in the form of native advertising. Therefore, the purpose of this thesis is to investigate the factors influencing internet users’ attitude towards native advertising.  Method - The thesis is an exploratory study which is based on a qualitative method along with an abductive approach within the interpretivism stance. Data collection was done through primary. Within the primary data, it is collected through a semi-structured interview with the eleven internet users. Both genders are included in the data collection as well as it consists of several nationalities. Also, the data analysis is done through a thematic analysis method.  Conclusion - Entertainment, informativeness, irritation and credibility were applied to research the attitude of customers towards native advertising. Participants agreed that native advertising itself is not enough to encourage them for consumption, but they find it a smart and new idea that makes it easier to recognize the brand. While all four factors were crucial, we could discover different categories within each type that can influence customers’ attitude. Moreover, participants did not feel overwhelmed or deceived by native ads.

Background. Since e-commerce has grown rapidly the focus and attention towards online advertisement are critical. Twitch.tv, one of the big streaming websites had in April 2020 an average of 2.48 million concurrent viewers.  Bigger brands have taken notice and started to invest in advertisements during e-sports and other online streams. This thesis has conducted an experiment that analyses the recognition of animated advertisements with different shading styles during gameplay streaming. Objectives. This thesis compared animated advertisements shaded in two different ways. The advertisements were shown during a clip from a game. One of the shadings was a toon-shading which was the same art style as the game. This was compared with Unreal Engine 4’s standard shading (Default Lit with Surface as Material Domain). The aim was to find out which of the shading styles were more likely to be recognized. Methods. An experiment was conducted where participants watched a clip of gameplay from Borderlands 2. At certain moments during the clip different advertisements would appear for a short time, one at a time.  The advertisements had different shadings, toon-shading, or standard-shading. The goal was to find out which type of shading participants would recognize more than the other. The participants answered a survey after watching the clip where they chose from different images. The images were either images of the animated advertisement or mock images to test what the participant recognized. Results. The data gathered from the survey showed that the standard shading in Unreal Engine 4 had a recognition rate of 75.0% whilst toon-shaded characters had 82.7%. This means that there was a difference of 7.7% in the rate of recognition between the shading styles. There were a total of 26 participants between the ages of 19 to 30. Conclusions. The expected outcome was that the users would not recognize the cartoon styled advertisements since it would blend into the gameplay of Borderlands 2. The standard shaded advertisements would not blend in with the gameplay and should have a higher recognition rate. The result, however, proved that the expected outcome of the experiment was incorrect. There were a few other noteworthy findings that can be further researched.

Bakgrund: Sociala medier har blivit en plattform för kommunikation mellan företag och konsumenter. Konsumenter kan samla information innan ett köp och därför är annonsering på sociala medier ett strategiskt verktyg för att rikta in sig på konsumenter och skapa behov. När pandemin av Covid-19 inträffade gav det konsekvenser som att stanna hemma och social distansering. Detta resulterade i att företagen var tvungna att anpassa sig till de förändrade kosnumentbeteendena. Syfte: Denna studien syftar till att studera hur konsumenter upplevde sabbmode-reklamen på sociala medier under Covid-19-pandemin. Dessutom, hur konsumenter har upplevt individualiserad snabbmode-reklam på sociala medier under pandemin. Slutligen, om reklamen har påverkat konsumenternas köpbeslut under pandemin. Forskningsfrågor: Hur och på vilket sätt har konsumenter upplevt snabbmode-reklam på sociala medier under Covid-19-pandemin? Hur och på vilket sätt har konsumenter upplevt individualiserad snabbmodereklam på sociala medier under Covid-19-pandemin? Hur och på vilket sätt har fast fashion-reklamen på sociala medier påverkat konsumenternas köpbeslut under Covid-19-pandemin? Teorier: Det teoretiska ramverket börjar med teorier kopplade till sociala medier som inkluderar reklam på sociala medier och rörlighet. Den består också av individualiserad reklam med teorier om interaktiv kommunikation och beteendereklam online. Slutligen kommer konsumentbeteende där köpbeslut, varumärkesimage och förtroende presenteras. Metod: En kvantitativ metod användes i denna studie med en deduktiv ansats. En enkät skickades ut för att få fram den data som behövdes för denna studie. 312 svar samlades in och analyserades med hjälp av SPSS. Resultat: Baserat på analysen av studiens empiriska data kan det konstateras att svenska konsumenter upplevde reklam på sociala medier och individualiserad reklam om snabbmode under pandemin på olika sätt. Flera faktorer och jämförelser hade inverkan. Samma resultat kunde hittas när det gäller konsumentköpbeslut för snabbmode under pandemin. / Background: Social media have become a platform for communication between companies and consumers. Further, consumers can gather information before a purchase and therefore social media advertising is a strategic tool to target consumers and create needs. However, when the pandemic of Covid-19 occurred it gave consequences such as staying home and social distance. As a result, companies had to adapt to the changed behaviors. Purpose: This research thesis aims to study how consumers experienced fast fashion advertising on social media during the pandemic of Covid-19. Furthermore, how consumers have experienced individualized fast fashion advertising on social media during the pandemic. Lastly, if the advertisement has impacted consumers' purchase decisions during the pandemic. Research questions: How and in what way have consumers experienced fast fashion advertising on social media during the pandemic of Covid–19? How and in what way have consumers experienced individualized fastfashion advertising on social media during the pandemic of Covid-19? How and in what way has fast-fashion advertising on social media affected consumers' purchase decisions during the pandemic of Covid-19? Theoretical framework: The theoretical framework starts with theories connected to social media which includes advertising on social media and vividness. It also consists of individualized advertising with theories about interactive communication and online behavioral advertisements. Lastly, comes consumer behavior where purchase decision, brand image and trust is presented. Methodology: A quantitative method was used in this study with a deductive approach. A survey was sent out to obtain the data necessary for this study. 312 answers were collected and analyzed with the help of SPSS. Findings: Based on the analysis of the study’s empirical data it can be stated that Swedish consumers experienced advertising on social media and individualized advertising about fast fashion during the pandemic in different ways. Several factors and comparisons had an impact. The same result could be found regarding consumer purchase decisions for fast fashion during the pandemic.

В современном мире цифровизация стала неотъемлемой частью развития практически всех отраслей экономики. Одним из ключевых аспектов цифровой трансформации является Интернет-реклама, которая играет важную роль в продвижении продуктов и услуг, увеличении продаж и повышении рентабельности бизнеса. По данным Ассоциации развития интерактивной рекламы объем российского рынка интерактивной рекламы и продвижения в Интернете в 2023 году увеличился на 55% по сравнению с 2022 г. и составил 807 млрд руб. В условиях высокой конкуренции на IT-рынке компании вынуждены искать эффективные инструменты для привлечения клиентов и увеличения доходов. Целью работы является разработка цифрового инструмента, направленного на оптимизацию стратегий ценообразования Интернет-рекламы и позволяющего повысить рентабельность IT-бизнеса. Объектом исследования является электронный справочник ООО «ДубльГИС». Практическая значимость заключается в возможности разработки и внедрения эффективных стратегий ценообразования на Интернет-рекламу и повышения рентабельности IT-компаний за счет использования предложенного цифрового инструмента. / In the modern world, digitalization has become an integral part of the development of almost all sectors of the economy. One of the key aspects of digital transformation is online advertising, which plays an important role in promoting products and services, increasing sales and increasing business profitability. According to the Association for the Development of Interactive Advertising, the volume of the Russian interactive advertising and online promotion market in 2023 increased by 55% compared to 2022 and amounted to 807 billion rubles. In conditions of high competition in the IT market, companies are forced to look for effective tools to attract customers and increase revenue. The aim of the work is to develop a digital tool aimed at optimizing online advertising pricing strategies and increasing the profitability of the IT business. The object of the study is the electronic directory of DoubleGIS LLC. The practical significance lies in the possibility of developing and implementing effective pricing strategies for online advertising and increasing the profitability of IT companies through the use of the proposed digital tool.

Magistro baigiamajame darbe išanalizuota ir įvertinta Lietuvos viešbučiuose taikomų internetinės rinkodaros priemonių efektyvumas, iškeltos pagrindinės internetinės rinkodaros naudojimo problemos bei pateikti siūlymai, kaip šias problemas spręsti. Pirmoje darbo dalyje, remiantis įvairiais Lietuvos ir užsienio autoriais pateikiama internetinės rinkodaros samprata, teoriniu aspektu tiriamas internetinės rinkodaros turinys, tikslai, komunikacijos priemonės, sąsaja su socialiniais tinklais. Taip pat nagrinėjamos ir optimizavimo paieškos sistemoms bei ryšių su klientais valdymo sąvokos. Antroje dalyje analizuojamos ir vertinamos internetinės rinkodaros tendencijos Lietuvoje ir pasaulyje. Trečioje darbo dalyje aptariama tyrimų metodika bei organizavimas. Ketvirtoje dalyje nagrinėjama paslaugų gavėjų patirtis ir ekspertų požiūris į internetinę rinkodarą, jos priemones bei tų priemonių taikymo efektyvumą. Išnagrinėjus teorinius internetinės rinkodaros aspektus ir tendencijas bei abiejų pusių požiūrius, yra pateikiamso išvados bei siūlymai. / Master's thesis analyzes and evaluates efficiency of internet marketing measures used in Lithuanian hotels, brings up the main challenges for the use of online marketing and provides suggestions how to solve the problems. In the first part of the work, using the literature of different Lithuanian and foreign authors, the concept of online marketing is presented, the content of online marketing as well as objectives, means of communication and interface with social networks are studied from a theoretical point of view. This section also analyzes the concepts of search engine optimization and customer relationship management. The second part analyzes and assesses the trends of online marketing trends in Lithuania and worldwide. The third chapter discusses the research methodology and organization. The fourth section analyzes the user‘s experience and expert approach to online marketing, its tools and effectiveness of their application. Conclusions and suggestions are presented after theoretical analysis of online marketing aspects, trends and attitudes of both sides.

Utvecklingen av tekniken sker i snabb takt vilket gör att människors vetskap om OBA inte alltid hänger med, inte heller lagar och regler som ska skydda deras integritet. Därför är det intressant att undersöka hur effektiv marknadsföringstypen OBA är beroende av konsumenternas medvetenhet om fenomenet. Syftet är att analysera hur hög, respektive låg medvetenhet hos konsumenter om online behavioral advertising påverkar deras köpintentioner, med fokus på Generation Ys uppfattningar. Denna studie visar på samband mellan lägre medvetenhet om OBA och högre köpintentioner. Lägre medvetenhet om denna typ av marknadsföring förknippas även med en högre oro kring integriteten. / The development of technology takes place at a rapid pace, which means that people's knowledge of OBA does not always keep up, nor laws and regulations that supposed to protect their privacy. Therefore, it is interesting to investigate how effective online behavioral advertising is as a marketing strategy, based on consumers’ awareness of the phenomenon. The purpose is to analyze how a high and a low level of consumers’ awareness about OBA affects their purchase intentions, focusing on Generation Y’s perceptions.This paper reveals a connection between lower awareness of OBA and higher purchase intentions. Even a higher concern about integrity in the context is associated with lower awareness about this type of marketing.

Submitted by Guilherme Pita (guipita@microsoft.com) on 2011-10-04T13:18:06Z No. of bitstreams: 1 Guilherme Pita - Internet share of advertising expenditure - September 2011.pdf: 524076 bytes, checksum: f58a78310c026c879f11e272faac0db7 (MD5) / Approved for entry into archive by Vera Lúcia Mourão (vera.mourao@fgv.br) on 2011-10-04T13:39:45Z (GMT) No. of bitstreams: 1 Guilherme Pita - Internet share of advertising expenditure - September 2011.pdf: 524076 bytes, checksum: f58a78310c026c879f11e272faac0db7 (MD5) / Approved for entry into archive by Vera Lúcia Mourão (vera.mourao@fgv.br) on 2011-10-04T13:40:23Z (GMT) No. of bitstreams: 1 Guilherme Pita - Internet share of advertising expenditure - September 2011.pdf: 524076 bytes, checksum: f58a78310c026c879f11e272faac0db7 (MD5) / Made available in DSpace on 2011-10-04T13:43:54Z (GMT). No. of bitstreams: 1 Guilherme Pita - Internet share of advertising expenditure - September 2011.pdf: 524076 bytes, checksum: f58a78310c026c879f11e272faac0db7 (MD5) Previous issue date: 2011-09-21 / Internet advertising spending as a percentage of total advertising expenditure varies significantly from one country to another. The figure is as low as 4.7% in the Brazilian market and as high as 28.5% in the British market (ZenithOptimedia, 2011b). A few reasons explain such disparity. At the macro level, Internet share of advertising spending is strongly connected to variables such as gross domestic product per capita and Internet penetration within the population. At the micro level, qualitative research has been done to identify drivers and inhibitors of Internet share of advertising spending growth in the Brazilian market. The vast list of inhibitors appears to have deeper impact on how market professionals make decisions of advertising investment allocation per media type. Due to regulation, self-policing and industry dynamics, much of the decision-making authority is performed by advertising agencies. These appear to have strong economic incentives to select other media types than Internet when defining media plans. At the same time, regulation and self-policing provide disincentives for companies known as media brokers to operate in the local market. The lack of qualified professionals and the limited standardization also play important roles to inhibit a higher Internet share of advertising spending in Brazil. The convergence of the quantitative results with the qualitative findings indicates possible outcomes to why Internet share of advertising spending in Brazil is so low. Firstly, the share is explained by the development stage of countries. The richer and the more developed a country is, the higher the Internet share of advertising spending tends to be. Secondly, the economic emerging stage of Brazil potentially gives room to the raising of market inefficiencies such as disproportionate rebate programs offered to key decision makers of media budget allocation. This fact apparently produces a negative feedback, contributing to keep the Internet share of advertising spending low in the overall advertising spending. / Os investimentos com publicidade na Internet como uma percentagem das despesas totais de publicidade variam significativamente de um país para outro. O número é tão baixo quanto 4,7% no mercado brasileiro e tão alto como 28,5% no mercado britânico (ZenithOptimedia, 2011b). Algumas razões explicam tal disparidade. No nível macro, a participação dos gastos com publicidade na Internet está fortemente ligada a variáveis como o produto interno bruto per capita e à penetração da Internet na população. No nível micro, uma pesquisa qualitativa foi feita para identificar os fatores que contribuem e inibem o crescimento da participação da publicidade online no mercado brasileiro. A vasta lista de inibidores parece ter profundo impacto sobre como os profissionais de mercado tomar decisões de alocação de investimento em publicidade por tipo de mídia. Devido à legislação, à auto-regulamentação e às dinâmicas da indústria, grande parte da tomada de decisão é realizada por agências de publicidade. Estas parecem ter fortes incentivos econômicos para selecionar outros tipos de mídia e não a Internet ao definir planos de mídia. Ao mesmo tempo, a legislação e a auto-regulamentação fornecem desincentivos para corretores de mídia a operar no mercado local. A falta de profissionais qualificados e a padronização limitada também desempenham papéis importante para inibir uma maior participação da Internet nos gastos com publicidade no Brasil. A convergência dos resultados quantitativos com os qualitativos indica possíveis motivos pelos quais a participação da publicidade online no Brasil é tão baixa. Em primeiro lugar, a participação é explicada pelo estágio de desenvolvimento dos países. Quanto mais rico e mais desenvolvido um país, maior a proporção de gastos com publicidade online tende a ser. Em segundo lugar, o estágio econômico emergente do Brasil potencialmente dá espaço para o aumento do ineficiências do mercado, tais como programas de descontos oferecidos de forma desproporcional para os principais decisores de alocação de investimentos de mídia. Este fato aparentemente produz um feedback negativo, contribuindo para manter a baixa participação da publicidade online no total dos investimentos publicitários.

This master thesis focuses on e-commerce, online marketing and Social Media marketing potential from theoretical factual and practical perspective. On the example of real start-up e-shop Didogo Group Ltd. it aims to show various possibilities how to enhance the company's and brands' recognition while implementing various online marketing and advertising tools. Particular focus is put on Social Media as up to date platforms suitable for marketing and advertising usage. After providing general theoretical and factual overview of e-commerce in the world as well as in Czech Republic, detailed description of various internet marketing tools and Social Media, it analysis Didogo's current state and marketing tools used up to date, and further provides list of recommendations for future marketing communication strategy of this company. Master thesis contains 79 pages, 10 figures, and 7 Appendixes.