Blogovanie ako nástroj marketingovej komunikácie firiem

KOVAČIČOVÁ, MICHALA. Blogging as a marketing communication tool for companies. Bachelor thesis. Brno: Mendel university in Brno, 2018. Bachelor thesis deals with the use of well-known Czech blogs as a marketing communication tool used by Czech companies. In the theoretical part, it defines the basic concepts of marketing communication and also focuses on Internet marketing communication, including concepts closely related to the topic. The thesis also focuses on the trend of blogs and blogging and interprets the results of the IPREX BLOGBAROMETER ™ 2015 research project. The practical part shows the opinion of Czech companies, bloggers, and blog readers for a collaboration between authors and companies. Subsequently, suggestions for using blogs as a marketing tool for companies and bloggers are formulated, taking into account the various criteria, including cost assessments, to suit all stakeholders