<p> The ubiquity of social media has enhanced consumers&rsquo; ability to stay in touch as well as save and access information about others at will. This easy access to information on social media has the potential to change the way consumers seek and remember information. This dissertation sheds light on how information accessibility on social media shapes users&rsquo; cognitions. Using a professional social network context, we examine two types of information that consumers pay attention to &ndash; content (i.e., &lsquo;who knows what&rsquo;) and connections (i.e., &lsquo;who knows who&rsquo;) and how different types of social media influencers (content generators vs. content diffusors) strategically seek information under specific contingencies - when they are vs. are not connected to others (i.e., when information accessibility is high vs. low). We also suggest that individual differences in executive attention moderate this type of content seeking. Results across five studies reveal that content generators tend to focus on others&rsquo; content when they are not linked (vs. linked) but content diffusors tend to demonstrate the opposite, i.e., increased focus on content when they are linked (vs. not linked). Alternatively, when it comes to information about connections, content diffusors tend to focus on it when they are not linked (vs. linked) while content generators demonstrate no such active information seeking behavior. Interestingly, selective content seeking manifests only in users who rank high in working memory capacity &ndash; a factor that determines strategic attention control. Overall, this research shows that strategic content seeking happens on account of attention control processes and its outcome depends upon users&rsquo; social media roles. This thesis contributes to the emerging social media literature in marketing by outlining a new phenomenon, strategic content seeking, explicating its underlying cognitive mechanism and delineating relevant social and cognitive moderators.</p>

Thesis (Ph. D.)--University of Chicago Graduate School of Business, June 1999. / Includes bibliographical references. Also available on the Internet.

The goal of my thesis was to give a complex overview of all marketing communication instruments. The thesis also deals with newest trends in the field of marketing communication, especially changing trends how to target consumers effectively, importance of unified company identity and image and integration of individual communication channels. There is also a chapter dedicated to CSR, which is of growing importance. The practical part of the thesis deals with marketing communication of Ceska Sporitelna with emphasis on its sponsoring and CSR. In detail I analysed partnership of Ceska Sporitelna and University of Economics in Prague, description of the projects being realized and evaluation of their effectivity.

The thesis i about new forms of marketing communications and new approaches to the use of older forms. It focuses on internet, as the the major new medium used in communication. Last part analyses new trends in customer insights to advertising, advertisment spendings for different kinds of media and augmentation of the number of internet users according to results of marketing researches.

The thesis is an analysis of the marketing communications mix in Russia. Its main objective is to describe and analyse tools of marketing communications in Russia.

Marketing communication (demonstrated on hotel Golf Praha) The aim of this thesis is to define criteria of marketing communication in the field of hospitality. One part of the thesis is focused on evaluation of hotel Golf Praha communication according to its quality and efficiency. Benefits should be definitely eventual suggestions for improving the communication and its quality, or changes that should actuate on clients as effectively as possible to help reach better commercial results.

The aim of this thesis is to describe marketing communication and product placement in the theoretical part, consequently analyze examples of product placement from the practice and last but not least also analyze the perception and examples of product placement based on the survey research. Therefore the thesis is divided into three main parts. The first, theoretical part, describes the marketing mix, concept of communication, communication mix, new forms of communication, integrated marketing communication, history of product placement, legal framework in the Czech Republic and the forms of product placement. The practical part then focuses on concrete examples of product placement in selected industries (namely TV shows and series, music videos, publishing and novels and computer games) followed by real offers of product placement in the Czech market -- concretely offerings within TV shows of Czech TV channels of Česká televize, Nova and Prima. The third part of the thesis analyses perception of product placement and examples of good and bad product placement based on personal questionnaires. In conclusion, there is an evaluation of the presented information and overview of the survey findings.

The aim of this thesis is to introduce the brand Axe, to describe it`s characteristics and marketing communication. The thesis is divided into 4 parts - 2 theoretic and 2 practical.

The diploma thesis focuses on a proposal of suitable marketing and communication tools for a newly emerging company. The first chapter contains the theoretical basis of the thesis. The next chapter contains an analysis of a newly emerging company and a part of this analysis is marketing research. The last chapter suggests a solution for possible problems.

Background: Content marketing has become a more commonly used strategy when marketers want to convey a message to consumers. Problem discussion: The scientific definition of content marketing is vague and it varies in between users. This makes it difficult for the practitioners who use content marketing as a strategy, that what it is that they are actually creating is content marketing. Questions: How does marketers/practitioners perceive content marketing? How do marketers/practitioners use content marketing? Aim: The aim is to analyse and determine the marketers/practitioners perceived notion of content marketing is and how he or she uses it. Method: The study has a qualitative research point of view.When collecting the data for the study, semi-structured interviews where chosen as the method most fitting for the purpose of the study. The collected data was then analysed within the frames of the research questions. Conclusion: With the result of the study one can conclude that there is no universal view of content marketing within the group of practitioners that were interviewed. There are though many similarities of how they perceive content marketing. The practitioners all agreed that content marketing should be distributed through owned digital channels. The content itself should be in an editorial context, and should both create value and be captivating to reader. It should not be in immediate association to the product or the service that the company provide. Content marketing should not be perceived by the reader or user as advertising activities, once it is it has lost its value and should not be called content marketing. A need for a concrete definition does not seem to exist among marketing managers. Marketing managers considers content marketing to be free insofar that it is up to each marketer to determine how content marketing should be practised.