University of Economics, Prague Faculty of Business Administration
Master's thesis evaluation by the supervisor
Title of the Master's thesis:
Author of the Master's thesis:
Objectives of the Master's thesis:
Criteria (max. 10 points per category) Points awarded
1. The objectives of the thesis are evident and accomplished 9
2. Demands on the acquisition of additional knowledge or skills 9
3. Adequacy and the way of the methods used 10
4. Depth and relevance of the analysis in relation to objectives 8
5. Making use of literature/other resources, citing 10
6. The thesis is a well-organised logical whole 10
7. Linguistic and terminological level 9
8. Formal layout and requirements, extent 10
9. Originality, i.e. it is produced by the student 9
10. Practical/theoretical relevance/applicability 9
Total score in points (max 100) 93
Final grading Excellent (1)
Overall evaluation and questions to be answered in the course of the defense:
Name of the Master's thesis supervisor:
Occupation of the Master's thesis supervisor:
January 20, 2021
Signature of the Master's thesis supervisor
The topic of social media is relatively much explored. This diploma thesis deals with the specifics of the Russian market, where the most important social media include the local social network Vkontakte. The theoretical part provides an overview of the importance of social media and its impact on consumer behavior. Finally, it characterizes the key platforms in the Russian market. The practical part compares in more detail the largest social media in Russia, using a number of secondary sources.
An overview of targeting options is useful. Primary research is based on two qualitative researches in the form of interviews.
The former is aimed at young users, the latter is based on expert interviews. Both researches are analyzed in detail, the author carefully drew a number of useful conclusions. However, finding out the attitudes of the selected target group cannot be reliably managed only by qualitative research. Quantitative research would have helped to better meet the stated goal. On the other hand, detailed qualitative research gives a lot of insights into the thinking of young users in this market and their perception of marketing activities in social media. Analysis of secondary data also shows the attitudes and preferences of the target group. From this point of view, the goals of the diploma thesis can be considered fulfilled. The diploma thesis meets all the formal requirements.
Questions:
1) What are the factors of Facebook's relatively weaker position in the Russian market?
2) Qualitative interviews have suggested that the young generation is likely to have a more reserved attitude towards Vkontakte. Would you still recommend using it in marketing communication aimed at young people in Russia? What are its main advantages over other platforms?
doc. Ing. Václav Stříteský, Ph.D.
Department of marketing, FBA, VŠE
Influence of social media marketing on modern youth in Russia
Bc. Marina Toniaeva
To reveal the attitude of young people to marketing in social networks on the platforms YouTube, Instagram, Vkontakte.
Subsequently, the goal is to determine which communication activities are used by experts in their marketing strategies to influence the audience of social networks. And also, to assess what trends will be relevant in the near future in social media marketing.
E V A L U A T I O N O F T H E M A S T E R ' S T H E S I S
