Posudek vedoucího bakalářské práce
Studijní program:Mezinárodní ekonomické vztahy Studijní obor:Mezinárodní obchod
Akademický rok:2020/2021
Název práce:Branding skrze Influencer Marketing na Instagramu Řešitel:Giang Helen Phamová
Vedoucí práce:Ing. Petr Král, Ph.D.
Oponent:Ing. Marija Zlatić, Ph.D.
Hlediska Stupeň
hodnocení
1. Stupeň splnění cíle práce 3
2. Logická stavba práce 2
3. Práce s literaturou, citace 2
4. Adekvátnost použitých metod 3
5. Hloubka analýzy ve vztahu k tématu 4
6. Vlastní přístup k řešení 4
7. Formální úprava práce 1
8. Jazyková a stylistická úprava práce 1
Konkrétní připomínky a dotazy k práci:
The thesis deals with an up- to- date topic of usage of influencers in marketing activities through social media (namely Instagram).
The theoretical part is rather descriptive and describes the different methods of engaging influencers in a marketing campaign, their selection, metrics used to evaluate the effectiveness etc. The author used many sources and this part of the thesis meets the expectations for the bachelor thesis.
In the practical part the author used the methodology of a case study to accomplish the goal. This part is significantly weaker than the previous one. All three campaigns are shortly described and their results are presented. However, the author did not conduct any comparative analysis among those campaign, neither compared them to other campaigns. So the final evaluation that all three campaigns were successful lacks evidence. I also expected the author to derive some general rules for successful campaigns which was not the case. In my opinion this part unfortunately does not bring anything new to the existing knowledge and could hardly be considered relevant neither for businesses nor for the academia.
This is why I suggest the final grade good (3) or failed (4) based on the results of the final defence.
For the final defence I suggest following questions:
1. Which metrics, the impressions of the reach are better to assess the overall success of the campaign?
2. Could you generalise the results of your three case studies in some recommendations for businesses of how they should use influencers in their campaigns using Instragram?
Závěr: Bakalářskou práci doporučuji k obhajobě.
Navrhovaná výsledná klasifikace práce: 3
Datum: 14. 9. 2020 Ing. Petr Král, Ph.D.
vedoucí práce
