The aim of this thesis is to identify opportunities and ways of using blogs for marketing purposes, to give a basic overview of the state of the blogospere in the Czech republic and to evaluate the importance of blogs as a PR tool. The thesis is divided into 2 parts - theoretical a practical. The theoretical part deals with the topic PR, its definition, pros and cons, classification, strategical PR process, PR tools, evaluation of efectiveness and PR on the Internet. The following chapter is about blogs and - besides their definition, history or typology - describes also how they can be used in pursuance of communication of companies. Also results of the research Blogbarometer 2015 are introduced there. The practical part comprises of interviews with bloggers and companies and results of the questionnaire among blog readers. The final chapter includes a case study, the purpose of which is to demonstrate possible ways of cooperation with bloggers using an example of a particular company.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:204952 |
| Date | January 2015 |
| Creators | Bubeníková, Lenka |
| Contributors | Zeman, Jiří, Filipová, Alena |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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