University of Economics, Prague Faculty of Business Administration
Master's thesis evaluation by the opponent
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 10
2. Demands on the acquisition of additional knowledge or skills 8
3. Adequacy and the way of the methods used 9
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 9
7. Linguistic and terminological level 10
8. Formal layout and requirements, extent 9
9. Originality, i.e. it is produced by the student 9
10. Practical/theoretical relevance/applicability 9
Total score in points (max 100) 91
Final grading Excellent (1)
Overall evaluation and questions to be answered in the course of the defense:
Name of the Master's thesis opponent:
Occupation of the Master's thesis opponent:
Ing. Martin Machek, Ph.D.
Department of Marketing
I honestly declare that I am not in any allied relationship with the author of this Master's thesis.
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
Theoretical part of the thesis is logically structured, focused and well documented as the author relies on articles and studies from leading authors in the selected field which I appreciate. Author than proceeds to the presentation of the selected social media platforms that she will examine in the context of Russian market and justifies her chosen methodological approach. In the practical part of the thesis, two qualitative researches, one among russian consumers and second among experts in the field of online marketing in Russia are presented. This part of the thesis brings interesting findings and insights which might be relevant for the companies that want to establish or further develo their online activities on Russian market. Questions for the defense: 1) On the page 38, you describe the major advantages of Instagram, Youtube and Vkontakte. Based on your research, how would you summarize the key possible disadvantages of those platforms in the context of Russian market? 2) On page 24, you mention a well known model of consumer decision making process. When conducting your litterature review, have you identified any more recent alternatives to this model reflecting the social media phenomenon and consequent changes in consumer behaviour?
January 26, 2021
Signature of the Master's thesis opponent
