Blog as a tool of company´s communication mix

This bachelor thesis deals with blog as one of the tools of company´s comunication mix. Special attention is paid to influencer marketing which bloggers are part of as essential opinion leaders. Significant part of the thesis is dedicated to the collaboration between companies and bloggers, mainly content marketing as the most common form of these collaborations. The main goal of this bachelor thesis is to evaluate the use of these collaborations as a part of company´s communication mix. The teoretical part contains many important observations which are referenced at the practical part. The sources of the theoretical part are specialized books and electronic sources. The practical part is made of qualitative interviews with bloggers and quantitative questionnaires completed by blog readers