Commercialization of Czech lifestyle blogs and its relationship to the audience

This thesis is devoted to blogs and their commercialization, a phenomenon of the on-line world for last few years. The aim of this work is to explore several Czech lifestyle blogs and to find out how much commercial content there is, also how the audience reacts to this content as well as how the bloggers themselves approach commercial content. In the beginning the development of blogs is described, both in the Czech and global environment. The characteristic features of blogs from different perspectives on the issues are also described. The development of blogs is then set in the context of events that made it possible at all. Furthermore, attention is paid also to the process of commercialization of content on the blogs and the possibilities monetizing the blogs' content. Emphasis is placed primarily on a detailed description of influencer marketing and its current situation, but it also discusses affiliate marketing and the use of public relations tools on blogs. The research part provides an insight into the issue of Czech blogs and the current blogosphere. First the chosen blogs are described and set in the context of the Czech blogosphere, then, based on a detailed content analysis, the level of commercial content on the selected blogs is described as well as how the audience reacts to it...