The thesis focuses on bookfluencers – content creators that create content about books and reading. The study explores how they perceive the gifted books they receive from book publishers and other actors, which they are expected to create content about – often unpaid. The aim of the thesis is to investigate the aspirations behind bookfluencers’ content about gifted books and their experiences of reading them. Furthermore, it explores unpaid labour on social media platforms and attachment to art as an aspiration. How do bookfluencers on social media differ from literary critics in traditional media? The study’s methodology is semi-structured interviews with 10 Swedish bookfluencers. The theoretical framework consists of the concepts of “affective labor” (Hardt, 1999, p. 89; Hardt & Negri, 2004, p. 108), “aspirational labour” (Duffy, 2015, p. 443), “attunement” (Felski, 2020, p. 41) and “work-net” (Felski, 2020, p. 144). The analysis emphasizes on the labour behind creating content about gifted books, how bookfluencers position themselves and their content in relation to literary criticism, and the processes of attunement to books that they are gifted. Main findings are that seeing reading as an aspiration behind content gives bookfluencers a certain power to negotiate, despite collaborators’ demands. Defining themselves as book recommenders rather than literary critics may imply other expectations on their labour. Further, expectations from collaborators can affect bookfluencers’ reading experiences: the need to adapt their content to the book market can be seen as a form of affective labour. In the last section, the thesis discusses different processes that affect the reading experience of a gifted book, and how bookfluencers imagine getting paid for their work in the future. It problematizes how social media platforms do not pay their content creators. Thus, possible future research topics can explore bookfluencers’ relations to social media platforms and book streaming platforms further.

This thesis explores how organisations communicate and perform marketing nowadays, with social media platforms at the core of their strategic plan. Due to its high relevancy in B2B, the research is focused on LinkedIn and the effect of its affordances which will help dig deeper into the possibilities of using this particular social media platform as a means to define, build and shape company image and brand identity. It is a qualitative research that was conducted using mixed methods of case study, ethnography and corporate ethnography, where I benefited from my privileged role as a researcher and an employee to gather and use restricted and confidential data and information. This gave the study a broader perspective and, therefore, a better understanding of the phenomena from different focal points. However, knowing the limitations that being professionally involved with the company might bring, I have built my research on extensive literature and framed it within theories of 1. Social Media Marketing, 2. Brand Identity, and 3. LinkedIn Affordances, finding objectivity by justifying my thoughts or personal experiences with existing literature and theories. The study was conducted by gathering all LinkedIn posts after the launch of the company’s new website, considered the greatest event regarding communications. Hence, A total of 59 posts were then analysed and coded into the six main LinkedIn affordances (1. Networking, 2. Building a Connected Identity, 3. Personal and Professional Branding, 4. Professional Knowledge and Skills, 5. Communication and Etiquette, 6. Seeking and Securing Opportunities). The presented empirical data revealed how this case study located in Finland is no exception to the high potential organisations see in social media as part of their marketing and communications strategy and manifests several behaviours and uses explained along the 3. Literature Review, and 4. Theoretical Framework sections.

In recent years there has been an increase in the usage of social media. This trend coincided with the increase in promotion via influencers and with overall growth in public interest in health and fitness. This has led to an opportunity for new marketing strategies, namely influencer marketing. Through empirical observations we have identified early adopters of the influencer marketing strategy growing exponentially, especially in the sports wear fashion industry where relatively young companies have taken market share from bigger companies. Literature has shown influencer marketing to be beneficial to target customer segments efficiently and cheaper compared to traditional means of marketing. Hence, the purpose of this study is to examine how companies in the sportswear fashion industry use influencer marketing, how influencer marketing affects the consumers buying process and post-purchase behavior. By analyzing various factors of influencer marketing and the customer journey we have gained valuable insights into the interaction dynamics between companies, influencer and consumers and into what constitutes a successful influencer marketing campaign. In order to conduct this study, a theoretical framework has been designed centered on theories about influencer marketing, consumers' journey and brands. The study has used a qualitative method where 8 semi-structured in-depth interviews with industry representatives have been carried out. The respondents come from four different sportswear fashion brands and are well versed in this subject. The authors have considered all ethical aspects and made sure that non-identifying information is included that can be traced or linked back to the respondents. The interviews were conducted via Zoom and over the phone and the authors chose to do a thematic analysis to answer the research question: How do brands use social media influencers to affect consumers' journey within the sportswear fashion? The results from this study indicate that brands can use social media influencers to influence consumers' journey in sportswear fashion. The biggest and foremost reason brands can influence the consumer journey is the choice of influencers. A developed model from empirical data and analysis has been created to explain this process. The model shows how brands start by choosing an influencer, what factors influence the choice, then who the influencer should be and the desired characteristics, and finally how influencers affect consumers, how consumers react and the relationship between all parties.

This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication strategies of the Faculty of Management at the University of Economics in Prague using the knowledge acquired from the theoretical part. The practical part specifies the target group, draws up a report and chooses the way of communication. Further on, we will consider the timing of every single activity and the overall budget.

I slutet av år 2022 introducerades det nya AI-verktyget ChatGPT, en AI-modell som använder maskininlärning för att generera människoliknande svar i stor skala. ChatGPT:s snabba framväxt medför en ovisshet kring hur AI-verktyget kommer påverka praxis för digital marknadsföring. Denna studie utreder därför vilken roll ChatGPT kommer spela inom olika praxis för digital marknadsföring och ämnar därmed att utreda forskningsfrågan: Hur kommer ChatGPT att påverka praxis för digital marknadsföring? Den valda forskningsstrategin för denna studie är en kartläggning där ansikte-mot-ansikte kartläggning tillämpas. Detta stöds med hjälp av intervjuer som datainsamlingsmetod och vidare appliceras en tematisk analys för att analysera insamlad data. Fem marknadsföringsexperter intervjuades i denna studie och samtliga menade att ChatGPT på något vis påverkar praxis inom digital marknadsföring. Slutsatsen pekar därför mot att ChatGPT, trots dess nya upptäckt, redan börjat påverka processer inom praxis för digital marknadsföring och att det troligtvis i bredare utsträckning kommer fortsätta göra det på olika vis, genom att fortsätta inspirera, effektivisera och optimera. Vidare hade alla respondenter en positiv inställning till att se ChatGPT som ett komplement till dagens marknadsföringspraxis, dock en mer negativ inställning till att se det som ett substitut. / In late 2022, the new AI tool, ChatGPT, was introduced. It is an AI-model that uses machine learning to generate human-like responses on a large scale. The rapid rise of ChatGPT has resulted in a lack of sufficient knowledge about the effect that ChatGPT will have on digital marketing practices. Therefore, this study investigates the role of ChatGPT in different digital marketing practices and aims to address the research question: How will ChatGPT af ect digital marketing practices? The chosen research strategy for this study is a survey strategy, as well as the application of the face-to-face survey. This is supported by the data collection method interviews and then a thematic analysis is applied to analyse the collected data. Five marketing experts were interviewed in this thesis and all believed that ChatGPT will, and already has, in some way influenced digital marketing practices. The conclusion therefore points to the fact that ChatGPT, despite its recent discovery, has already begun to influence processes within the practice of digital marketing. Furthermore ChatGPT will most likely continue to enhance digital marketing in a variety of ways on a wider scale, through continuing to inspire as well as contribute with efficiency and optimisation. In addition, all respondents had a positive attitude towards seeing ChatGPT as a complement to current marketing practices, however a more negative attitude towards seeing it as a substitute.

Диссертация посвящена вопросам социального маркетинга – Social Media Marketing (SMM). Рассматривается статистика продвижения товаров и услуг через работу в социальных сетях. Предметом анализа выступает инструментарий SMM, статистика активных пользователей и капитализация компаний. Результаты исследования могут быть применены в сфере организации SMM-продвижения бизнес-процессов и подготовки студентов в области онлайн-маркетинга. / The article is devoted to the issues of network marketing – Social Media Marketing (SMM). We Сonsider the statistics of the promotion of goods and services through the work in social networks. The subject of the analysis is the SMM toolkit and its system application. The results of the study can be applied in the organization of SMM-support business processes and prepare students in the field of online marketing.

Integrated marketing communication (IMC) is a concept which has been explored in commercial contexts by numerous studies. Numerous scholars in the literature highlight the benefits of adopting an IMC approach which creates message consistency, amongst others. However, there is still limited literature on the adoption and use of IMC in the context of non-profit organisations involved in social marketing campaigns to support their behavioural change messages. Insight into the adoption and use of an IMC approach could be useful to non-profit organisations involved in social marketing as it could increase the success of behavioural change messages. This study aims to explore the use of IMC by one non-profit organisation within a social marketing context. By doing so the study proposes and refines IMC criteria for social marketing to support behavioural change messages and thus contributes to the existing body of knowledge on using IMC in social marketing. The study uses a single case study approach which includes using three data collection methods to collect data from the South Africa National Blood Service (SANBS) to evaluate its social marketing campaigns according to proposed IMC criteria for social marketing. Based on the findings revised IMC criteria which are more tailor-made for social marketing to support behavioural change messages are proposed. It became evident that non-profit organisations need to be sensitive to the complexities of communicating messages aimed at behavioural change. A proper understanding and application of more tailor-made IMC criteria for social marketing can thus benefit non-profit organisations to effectively communicate behavioural change messages through their social marketing campaigns / Communication Science / MA (Communication Science)

The development of non-traditional communication channels in recent years has progressively created a world more digital, networked and interlaced by a myriad of communication tools than ever before. With Facebook being the most prevalent social network, this study aims to guide local organisations to use Facebook optimally to communicate with their customers. The study strives to incorporate the latest ideas about social media marketing in the relevant literature with the opinions of local social media marketing experts. The generally ineffective use of Facebook as a communication channel by small, inexperienced organisations is seen as a justification for identifying a set of criteria to guide organisations in using Facebook pages as a driver of communication. The empirical phase of the research produced a list of seven guidelines on the optimal use of Facebook pages for marketing purposes, which might assist South African companies in developing their marketing strategies. / Business Management / M. Com. (Business Management)

近年來，透過社群媒體向消費者宣傳商品與理念的旅遊服務供應商日益增多，但卻有不少企業苦於衡量其中的效果。雖然文獻已提出社群媒體的行銷機會與發展性，然而實際對商品銷售進行分析的文獻仍有限，因此本研究試圖驗證社群媒體行銷活動是否會正向影響旅遊商品的銷售。此外考量到不同的商品特質可能會對媒體行銷效果帶來不同程度的影響，因此本研究將藉由以下五種旅遊商品特性，包括旅遊結構、旅客參與度、旅遊範圍、商品價格與天數，來探討社群媒體行銷與商品銷售的關係。 本研究將一間國內知名旅行社於2012至2013年期間在Facebook粉絲專頁上所行銷過的相關商品作為實驗組，並找出同時期販售但未在Facebook上行銷的類似商品作為控制組，進行差異中之差異法(Difference in Difference)，以探討在Facebook行銷前後，實驗組與對照組商品銷售的差異。研究結果顯示Facebook行銷活動對旅遊商品的購買有正向影響，此外透過社群媒體宣傳較低結構的旅遊、較為放鬆的行程、範圍較小的目的地或相對低價的商品更有機會提升銷售，而天數為唯一無法調節Facebook行銷活動與銷售關係之商品特性。 / A growing number of tourism industry suppliers are using social media to promote their services and reach target customers despite some doubt regarding the effectiveness of these tools. Nevertheless, few researchers have examined the effects of social media marketing, and especially its effects on sales. Therefore, our study aims to assess the impact of social media on the purchase of tourism products. Additionally, to explore whether the influence of social media marketing changes among different types of tourism products, we develop a typology of tourism products that classifies tourism along the following five dimensions: (1) the structure of tourism, (2) the involvement of tourists, (3) the scope of tourism, (4) the price of products, and (5) the length of a tour. All tours with Facebook campaigns conducted by our case company from February 1, 2012 to November 30, 2013 are selected as our target tourism products. Moreover, we choose certain products without Facebook campaigns that were available for purchase during the same time period as a control group. We obtain the sales data from the case company and calculate the sales of each product before and after the Facebook campaigns. We then apply a difference-in-difference approach, comparing the average changes in sales performance of the treatment group with those of the control group. The results show that Facebook campaign activities have a positive impact on purchases of tourism products. Furthermore, sales are more likely to increase when a travel agency promotes products that are less structured, limited in scope, relatively lower-priced, or require less tourist involvement.

The diploma thesis "Digital Marketing Strategies - Combination of Digital Media Channels" examines how the three telecom operators dominating the Czech market - T-Mobile Czech Republic, O2 Czech Republic and Vodafone Czech Republic - use the digital media channels within the communication with the customers. More specifically, it identifies and describes which channels do the companies involve into their marketing communication, how do they use them and why they have integrated them into the communication strategy. It also examines how the companies interconnect these digital media channels and how the channels can be combined to form an effective digital media strategy. By using the method of case study the companies ' digital marketing activities were examined. It was found that each company uses for its marketing communication the similar set of digital media channels, but the usage is different across the companies studied. Based on these findings I have identified three specific strategies - Diversified Content Strategy, Interactive Channel Strategy and Standardized Content Strategy. Each of the strategies has its advantages and disadvantages, which have been described and the strategies were compared. The findings also indicate that it is better to study the digital media channels as a whole,...