Role Vloggerů v Marketingové Komunikační Strategii

The subject of analysis of “Role of Vloggers in Marketing Communication Strategy” is the demonstration on whether it is advantageous for firms to cooperate with video bloggers for the promotion of their products and services. Moreover, the study presents how this alternative marketing communication strategy impacts purchase behaviors of vlogs’ viewers. The design of the document includes an introduction on the terminology needed to understand the topic, a collection of hard data describing vlogging as a marketing trend, a review of the academic works so far published and the results of the primary quantitative research conducted on a sample of vlogs’ viewers. The findings show a great influencing power of vloggers on their followers, thanks to their perceived expertise and impartiality when reviewing consumer goods, especially those sold online.