Návrh zdokonalení komunikačního mixu společnosti
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Date
Authors
Hečková, Lenka
Advisor
Referee
Mark
D
Journal Title
Journal ISSN
Volume Title
Publisher
Vysoké učení technické v Brně. Fakulta podnikatelská
ORCID
Abstract
Táto bakalárska práca sa zameriava na aplikáciu psychologických princípov v Instagram marketingu spoločnosti Aktin, ktorá sa špecializuje na zdravie a fitness. Teoretická časť definuje kľúčové pojmy z psychológie spotrebiteľa a marketingovej komunikácie. Analytická časť skúma obsahovú stratégiu Aktinu, pričom poukazuje na využitie presvedčovacích techník ako sociálny dôkaz, emocionálny apel a kognitívna disonancia. Návrhová časť predstavuje odporúčania zamerané na zlepšenie komunikačného mixu spoločnosti prostredníctvom psychologicky podloženého prístupu.
This bachelor thesis focuses on the application of psychological principles in the Instagram marketing of Aktin, a Czech company specializing in health and fitness. The theoretical part defines key concepts from consumer psychology and marketing communication. The analytical part examines Aktin’s content strategy, highlighting the use of persuasive techniques such as social proof, emotional appeal, and cognitive dissonance. The proposal section presents recommendations aimed at enhancing the company’s communication mix through a more psychology-driven approach.
This bachelor thesis focuses on the application of psychological principles in the Instagram marketing of Aktin, a Czech company specializing in health and fitness. The theoretical part defines key concepts from consumer psychology and marketing communication. The analytical part examines Aktin’s content strategy, highlighting the use of persuasive techniques such as social proof, emotional appeal, and cognitive dissonance. The proposal section presents recommendations aimed at enhancing the company’s communication mix through a more psychology-driven approach.
Description
Keywords
správanie spotrebiteľa , psychologický marketing , Instagram marketing , sociálny dôkaz , influencer marketing , emocionálny apel , kognitívna disonancia , obsahová stratégia , Aktin , Vilgain , komunikačný mix v marketingu , consumer behaviour , psychological marketing , Instagram marketing , social proof , influencer marketing , emotional appeal , cognitive dissonance , content strategy , Aktin , Vilgain , marketing communication mix
Citation
HEČKOVÁ, L. Návrh zdokonalení komunikačního mixu společnosti [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
Document type
Document version
Date of access to the full text
Language of document
en
Study field
bez specializace
Comittee
doc. Ing. Robert Zich, Ph.D. (předseda)
Ing. Veronika Bumberová, Ph.D. (člen)
doc. Ing. Pavla Marciánová, Ph.D. (místopředseda)
Ing. Kateřina Petrová, Ph.D. (člen)
Ing. David Havíř, Ph.D. (člen)
Date of acceptance
2025-06-19
Defence
In her presentation, the student informed the committee about the objectives, solutions and results she had reached in her thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The student answered the question from the opponent's assessment in full. Questions from committee members:
1. Ing. Petrová: How would you measure the improvement of your proposals? - answered
2. Ing. Petrová: When is the right time to measure the improvement? - answered
3. Ing. Bumberová: Could you explain where we can find the data about behaviour of customers? - partly answered
4. Ing. Bumberová: Why did you choose SWOT analysis? - partly answered
5. Ing. Bumberová: Where is the connection of the SWOT and proposal part? - partly answered
6. Ing. Bumberová: Why did you present the different goal of the thesis? - answered
On the basis of the presentation and the answers to the questions asked in the discussion, the committee decided that the student defended the thesis.
Result of defence
práce byla úspěšně obhájena