Posudek oponenta 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 2
2. Logická stavba práce 2
3. Práce s literaturou, citace 3
4. Adekvátnost použitých metod 2
5. Hloubka analýzy ve vztahu k tématu 3
6. Vlastní přístup k řešení 3
7. Formální úprava práce 1
8. Jazyková a stylistická úprava práce 1
Konkrétní připomínky a dotazy k práci:
The thesis is narrow focused on one of the most relevant digital marketing platforms, social network Instagram and its Influencers. Through out the work the author sustains this narrow focus, which is evident already from the structure of the content. Chapter 1, introduces Instagram as social network and its evolution. Chapter 2, explains the influencer marketing, collaborations and its benefits and limits. The core of the thesis is in the Chapter 3 where the author introduces the case studies of 3 selected brands; Pukka tea, Signal toothpaste and Ben & Jerry’s ice cream. However, even though the thesis is well-structured and logical with real-life business cases there are certain number of drawbacks:
• Literature overview; the author covered an extensive number of sources which seem to be
unbalanced (50 sources) with the size of the thesis of 40 pages. Also, too many direct citations per page were used without any critical comments. Some of the sources like statista were used which are not considered as relevant in the research work. All of the mentioned leads to the conclusion that the self-reliance of the author was low and too dependent on the secondary sources without critical view and author’s own conclusions.
• Methodology: the author opted for qualitative research, namely case study. She introduced (pg. 26 and 27) case study protocol by the researcher R.Yin as a foundation for her exploratory analysis.
However, from the output of the researched cases there is no connectedness between the introduced case study research design protocol and the conclusions made. Conclusions are lacking depth and broader managerial context.
Given this review I suggest the thesis to be graded between 3 (good) and 4 (very good) based on the quality of the defense and the discussion part. Discussion: 1. To what extend do you believe the Instagram can be general all purpose marketing tool (applicable for everyone) or is it a narrowly target focused tool?
What in your opinion are the best target groups for Instagram and why? 2. In the world of influencer marketing majority of influencers are in travel, food, fashion and/or lifestyle. In which industry do you see the future potential for the influencers?
Závěr: Bakalářskou práci doporučuji k obhajobě.
Navrhovaná výsledná klasifikace práce: 2
Datum: 10. 9. 2020 Ing. Marija Zlatić, Ph.D.
oponent práce
