The diploma thesis focuses on marketing communication of Craft Beer & Food pub U Vašinů. The first part is focused on theoretical knowledge of marketing and marketing mix. The second part contains an analysis of the environment and the current marketing communication. In the last part suggestions are presented to improve the current situation, which are based on analyzes.

Purpose - With the social media's emergence in recent times, the main purpose of this study is to generate knowledge about social media communication’s impact on consumer-based brand equity, in terms of firm-created and user-generated social media communication. In order to make this possible, knowledge about customer’s perception about a specific brand is required. Furthermore, we are interested in explaining issues concerning how fashion companies can efficiently use social media, and the study’s intention is also to present recommendations of how companies can use social media as a marketing communication tool. Theory and hypothesis – This chapter deals with theory about consumer-based brand equity, where the different components of the model are presented. Also theory about social media, different social media applications and a social media strategy are described. Finally, firm- created and user-generated social media communications impact on brand equity are discussed, which leads to the study’s hypotheses. Methodology – The study has a triangulation consisting of both a qualitative and a quantitative part and has essentially a deductive approach. The study interviewed one expert in the fashion industry and one expert in the area of social media. An interview with the analysed company’s marketing manager was also made. The quantitative study was made on 624 respondents, which were all members of the company’s customer club. 97 of these 624 respondents were investigated in order to observe the impact of firm-created and user- generated social media communication on brand equity. Empirical findings and results – The findings in the study indicate that firm-created social media communication positively impact brand equity, while user-generated did not show to be significant. In this study it was shown that the majority of the respondents use social media, especially Facebook, and the content that most valuable was access to discounts and promotions as well as information about the brand and its products. Conclusion - Our study confirms the importance for companies to use social media as a marketing tool and it should be in all managers’ interest to make use of this channel. Also the importance of having high brand equity is highlighted and how the customer’s perceptions about a brand can be used as guidelines in order to increase brand equity.

This thesis investigates how English Christian leaders and churches use the internet for personal and corporate communication, and looks for evidence of challenges to traditional understandings of authority arising from online communication. Early studies in this area suggested that online religion would cause enormous change but more recent studies reflect less polarised opinions. Religious people tend to use the internet to augment rather than replace practice of their faith, holding true for different religions globally. Leaders use the internet for a wide variety of religious information tasks. The project uses a longitudinal website census, quantitative content analysis and semi-structured interviews. 400 churches in four English denominations (Baptist, Methodist, Anglican and Catholic) were surveyed over a three year period to establish if they published a website. 147 churches from the same four denominations, located in an area equivalent to Chelmsford Diocese, were assessed on 75 categories of information and their hyperlinks analysed. Interviews with church leaders and interested parties helped foster understanding of why and how sites were created, and explored the leaders personal use of the internet. The percentage of churches with a website increased over the survey period for all denominations. Content analysis showed that currency, extent and accessibility of information on websites varied, with some being out of date, others showing no contact details and few having specific information for newcomers to church. Interview findings revealed perceptions of email overload, varying degrees of governance and control of websites by church leaders, and leaders own use of the internet and social media. Interactivity was rare on church websites. Different levels of expertise are mooted as reasons why control and governance varies between leaders. Perceptions of the internet may be influenced by moral panic. The influence of the age of congregations on adoption of social media, and the impact of volunteer webmasters are examined. Recommendations for churches planning to revisit or review their sites are included, limitations are noted and suggestions for further research made

The rapid rise and popularization of social media has a profound impact on the society today. The emergence of the social media broadens the channels of communication and the people's vision. Citizens can freely express information such as words and pictures, and freely exchange their views on social media. This study will focus on Sina Weibo which is the most popular social media in China. The purpose of this research is to study how to attract so much attention by protagonist‘s post and this certain hot event. Simultaneously, it also focuses on attitude and opinions of audience through the comments of this incident. This research aims to do rhetoric analysis and content analysis by selecting the most popular posts and top 100 hot comments. It is interesting to discover that the most feasible ways of attracting attention are creating emotional response, strengthening credibility and persuading in rational approach. This event has received most of the audience support. The audience expressed their concern and compassion towards this event. They share the valuable information in the comments to express their feelings. However, there still exist some different opinions on it. Although it is hard to guarantee the same attitude of the spectators, the huge number of audience on Micro-blog is an important factor in the rapid spread of this event.

Background: Online platforms have nowadays been more developed and used by the population. For this reason, companies use to share more information through them. Moreover, the interest in sustainability also increases by people. Therefore, companies are trying to communicate sustainability through different techniques and actions.   Problem: we have noticed that companies create different content depending on which social media are they communicating. For this reason, we found interesting to look for how companies communicate sustainably.   Purpose: the purpose of this thesis is to answer the question about how companies communicate sustainability through social media. Moreover, the thesis aims to contribute to the existing knowledge.   Method: To answer this question the researchers conducted a multiple case study of three companies that communicate sustainability through the different 4 online platforms studied (Website, Facebook, Instagram, and Twitter).   Results: the main result find by conducting the research is in how companies place the product in order to communicate sustainability, as some of them place it as a protagonist and some others do not.

The fashion industry is gradually shifting from its dependence on a wasteful system towards the integration of increasingly sustainable practices. Accordingly, players in the fashion industry are beginning to communicate sustainability through channels such as Sustainability Reporting and Social Media. This study’s purpose is to explore the connections between annual Sustainability Reporting and Social Media by observing the way they convey Sustainability Communication. Each key concept of this study is researched at length by current academics, however, the combination of the three in the context of Sustainable Fashion is not well researched. Sustainable Fashion is understood as the next reality for the industry, embracing all aspects of the Triple Bottom Line, to overcome current challenges. Hence, engaging in Sustainability Communication and Reporting is a step towards transparency, in which the role of Social Media is growing. Studying Sustainability Communication through Social Media and Sustainability Reporting provides an idea of how Sustainable Fashion brands communicate their sustainability efforts. Two Swedish companies were observed, Dedicated and Lindex, both with a focus on elements of the Triple Bottom Line: Environmental and social sustainability respectively. The study was conducted with an explorative and abductive approach, through a Qualitative Content Analysis following two main parts: Firstly, analyzing the content of the brands’ sustainability reports, and secondly analyzing and categorizing the content of their Instagram posts. A final analysis examined contents from sustainability reports and Social Media to identify diverse Sustainability Communication practices. The main findings were discussed in line with the set purpose. First, the analysis suggested that Sustainability Communication is disparate from reports to Social Media. As Social Media was seldom used to disclose their sustainability practices, it was instead embedded in the brands’ identities. When sustainability practices were communicated on Social Media, only a portion reflected the reports’ contents. Second, it was observed that despite the different sustainability focus between the brands and the lack of mandatory reporting standards, the two approached Sustainability Communication similarly. Overall, according to the findings and supported by previous research, Social Media presents an opportunity for brands to communicate their complex sustainability activities in a simplified way. Harnessing it can potentially heighten transparency and make information accessible to most consumers. The managerial contributions of this study concern managers for Sustainable Fashion brands to understand and synthesize their Sustainability Communication on Social Media.

順應智慧型手機及隨身智慧裝置的普及，人人天天滑手機、對美食拍照、分享社群網站，成為儀式般的全民運動，亦是時下最夯的社會景象。本研究主要描繪影像食物戀者，透過拍攝美食上傳分享的行為，在社群媒介下演進的樣貌。 本研究將依據Meyrowitz媒介情境論及布迪厄資本理論，並透過文本分析法，直接以研究對象過去的美食分享文作分析內容，再以深度訪談法結果為依據，並與文本分析的社群內容作比對，瞭解影像食物戀者的行為演進現象觀察。最後以民族誌參與觀察法，實際驗證研究對象在餐廳用餐時的行為動作記錄，並與深度訪談結果作深度觀察交叉分析。 研究發現，影像食物戀者拍照分享的行為可分為兩大階段、六個歷程，包括基礎演進階段的記錄、分享、學習；以及進階階段的炫耀分享、美食意見領袖及形成自媒體。透過社群媒介的展演，影像食物戀者藉由美食圖文故事的包裝，持續依據自身品味資本在社群上傳播，達到提升個人獨特性及品味層次的目的。 關鍵詞：影像食物戀、媒介情境論、自媒體、社群傳播 / Nowadays, corresponding to the widespread of smartphones and mobile devices, the most popular scenes are that people keep on sliding and checking their mobile phones, taking pictures of fine food, and sharing them in social media communities, which has become a viral phenomenon. This research is based on the Medium Theory by Joshua Meyrowitz and Social Capital Theory by Pierre Bourdieu, in order to understand the behavior evolution of “food shooting addicts,” persons who love to take fine food pictures and upload them to social media communities. Its methodologies include content analysis, in-depth interview, and ethnographic participation and observation. The study finds that there are two stages and six phases in the behavior evolution of food shooting addicts. Primary stage includes: record, share and learn. Advanced stage includes: show-off, becoming opinion leaders and “we media” of fine food. Through their presentation in social media, packaged by beautiful fine food pictures and related stories, food shooting addicts build up their taste capital and achieve the goal of raising up their uniqueness and taste. Keywords: Food Shooting Addicts, Medium Theory, We Media, Social Media Communication

Die externe Unternehmenskommunikation über das Medium Corporate Blog stellt einen relevanten, aber zu Teilen noch recht unerforschten Bereich der Social Media Kommunikation dar. Um eine gelingende Unternehmenskommunikation über Corporate Blogs zu fördern und eine Reflexionsbasis für die Kommunikationsverantwortlichen bereitzustellen, wird in der Arbeit die Forschungsfrage gestellt: „Wie gestaltet sich der Managementprozess externer Unternehmenskommunikation über Corporate Blogs, aus der Sicht der beteiligten Unternehmensakteure?“. Das Forschungsziel liegt in einer qualitativen, facettenreichen Rekonstruktion des Managementprozesses, aus Sicht der beteiligten Unternehmensakteure. Die Beschreibung der sozialen Praxis soll es ermöglichen, den Prozess in seiner Funktionsweise und seinen interdependenten Beziehungen zwischen Struktur und Handlung zu verstehen. Im Rahmen von 22 Fallstudien konnte der Prozess rekonstruiert und durch die Ausführungen der Unternehmensakteure erklärt werden. Die Ergebnisse zeigen, dass die Prozessphasen variabel und situationsspezifisch ablaufen und gestaltet werden müssen. Insbesondere die Gestaltung der Faktoren Aufmerksamkeit, Veröffentlichungsintervall und die Kommunikationskultur des Unternehmens sind elementar, um den Prozess zum Gelingen zu führen.

Delningsekonomiföretag kännetecknas av digitala plattformar vars värde ökar med antalet användare. Tidigare forskning har dock visat på att svårigheter existerar angående vem, samt vilka kanaler marknadskommunikationen ska ske genom för att nya användare ska attraheras. Konsumenter idag spenderar allt mer tid på internet och sociala medier har setts möjliggöra för smidigare interaktioner mellan användare och mellan användare och företag på digitala plattformar. Då forskning däremot saknas om innebörden av sociala medier som kommunikationskanaler inom delningsekonomin samt hur dessa används för att uppfylla företagens mål ses det därför som väsentligt att skapa förståelse för hur dessa agerar i sin kommunikation genom sociala medier, för att nå kunder. / Sharing economy companies are characterized by digital platforms, where value increases with the number of users. Previous research has, however, shown difficulties regarding who, and which channels should be used in marketing communication in order to attract these users. As consumers today are more digital, social media has shown to enable smoother interactions between companies and consumers as well as between consumers. As research is lacking on the relevancy of these channels for communication purposes, within the sharing economy, and how these are used to fulfil company goals, it is therefore considered essential to create an understanding of how existing sharing economy companies communicate to reach users.

This study, Life at Skanska, aims to examine how Skanska Sweden portrays gender norms on Instagram, differentiating between their official Swedish account, @skanskasverige, and their employee-driven account, @livetpaskanska. The analysis is based on previous research on gender studies with a focus on male-dominated industries, as well as social media and how companies can use it to their advantage. The method used for the study was a multimodal semiotic analysis and with this method an analysis of five posts from each account was made. To support the analysis theories regarding gender, representation, ambassadorship, and social identity were applied to the study.   The study reveals that there are variations in how gender is represented on both accounts. Most notable being the differences in lexical choices and communications strategies. On the official account, @skanskasverige, there is a variation of images presenting both women and men therefore signifying diverse perspectives. However lexical choices, such as job titles, may partly diminish women’s credibility. In comparison, @livetpaskanska, present a more diverse and inclusive representation of women, which can be a side-effect of it being an employee-driven account. In a comparing analysis of the two accounts the differences between them became clear in how they represent women on the channels. On @livetpaskanska women tend to be more present in the content than on @skanskasverige. The study identifies differences in communication styles, indicating that the employee-driven account prioritizes individual achievements and experiences, while the official account emphasized corporate identity and the company’s values.