Assessment of Master Thesis – Academic Consultant
Study programme:International Business – Central European Business Realities Academic year:2020/2021
Master Thesis Topic:Optimization of influencer marketing as a part of the communication mix Author’s name:Bc. Ema Procházková
Ac. Consultant’s Name:Ing. Květa Olšanová, Ph.D.
Opponent:Ing. Martina Součková
Criterion Mark
(1–4)
1. Overall objective achievement 1
2. Logical structure 1
3. Using of literature, citations 1
4. Adequacy of methods used 1
5. Depth of analysis 2
6. Self-reliance of author 1
7. Formal requirements: text, graphs, tables 2
8. Language and stylistics 1
Comments and Questions:
The thesis objective „to optimize influencer marketing as an important part of the communication mix of Dáme jídlo“ aims to suggest the optimal qualities of influencers that the company should find and cooperate with and improvements to the current influencer marketing campaign be more efficient. The literature review provides relevant theoretical background to the communication process and communication mix, focusing on social media, influencer marketing, and typology. The author is continuously proving her ability to work with high-quality academic journals and books, combines the sources, remains relevant, and is focused on building a theoretical framework for delivering thesis objectives. To complete the review of the secondary sources, the author provides sufficient details on the social media in the Czech Republic and key facts related to the communication mix of Dáme jídlo and its competitors. Dáme jídlo’s communication mix is analyzed based on primary data from the expert in-depth interview.
The theoretical framework was directed to forming the set of research questions addressed through quantitative research (N = 112). The results were analyzed using descriptive statistics and used for answering the research questions. Finally, the author proposes implications for Dáme jídlo’s communication mix directly linked to her own research findings.
Despite all the qualities, there are some minor areas for improvement. The interpretation of the expert interview lacks structure and could be improved, i.e., distinguish primary (through quotes or sourcing) and secondary information. Data from the quantitative research need review, and irrelevant data should be removed (pg. 63).
On the contrary, the author was consistent in finding relevant literature and combining different sources to consistently deliver thesis objectives which are considered, in my opinion, as fulfilled.
Questions for the defense: One of your recommendations for Dáme jídlo was to incorporate augmented reality into social media and the DJ’s application. Please explain (i) how it fits your research findings and (ii) how you would recommend applying it, be as specific as possible. What is, in your opinion, the reason for the current low awareness amongst your TA about any cooperation of DJ and influencers?
Conclusion: The Master Thesis is recommended for the defence.
Suggested Grade: 1
Date: 25/05/2021 Ing. Květa Olšanová, Ph.D.
Academic Consultant
