Využití influencerů v komunikačních strategiích kulturní instituce Centra současného umění DOX

The bachelor thesis deals with the topic of the marketing communication of DOX Centre for Contemporary Art and the influencer marketing phenomenon as one of the marketing disciplines being used by cultural institutions. The theoretical part describes fundamental marketing terms in the area of cultural institutions and influencer marketing, indispensably explained for needs of this bachelor thesis. This part is followed up by a section dedicated to the presentation of DOX Centre for Contemporary Art. The practical part consists of the analysis of qualitative interview with respondents, Jáchym Klimko, marketing manager of DOX Centre for Contemporary Art and Jakub Mařík, influencer marketing specialist. Based on the data gained from the interview, SWOT analysis was made, together with recommendations for activities to pay attention to. As a part of annexes, the list of influencers recommended to collaborate with was made, to increase the efficiency of the online activities of DOX Centre. The bachelor thesis is shows us high potential of collaborating with influencers in online activities of cultural institutions and contains appropriate recommendations on online activities for efficient improvements in order to gain more publicity on social media while using influencer marketing. The author hopes to help DOX Centre of Contemporary Art in implementation as well.