03272ntm a22005417i 4500 000727758 CZ-PrVSE 20260201122909.0 m d cr n|||||||||| 260201s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Veselá, Tereza ISIS:169447 dis Marketingová komunikace značky Trendyol eng Marketing Communication of Trendyol / Tereza Veselá 2025 ?? stran : digital, PDF soubor Vedoucí práce: Andrea Escobar Rios Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2026 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2026 This thesis examines how Trendyol’s influencer-based marketing communication influences brand awareness, brand image, and perceived differentiation in the Czech fast fashion market. The study aimed to determine whether influencer collaborations effectively support Trendyol’s brand-building efforts and how Czech consumers perceive the credibility and authenticity of these partnerships. Combining a theoretical framework with a quantitative survey of Czech consumers revealed that Trendyol’s spontaneous brand awareness is almost nonexistent, while aided awareness remains limited. Respondents associated the brand mainly with affordability and convenience but also with low product quality, which negatively shaped its image. Influencer marketing was identified as the primary source of exposure, yet Trendyol influencers were perceived as less trustworthy and authentic than other Czech creators. Consequently, influencer content increased visibility but had minimal impact on purchase intentions. The findings suggest that Trendyol’s communication strategy requires stronger localisation, clearer communication of product quality, and more credible influencer partnerships to build a differentiated and trustworthy market position. Způsob přístupu: Internet mezinárodní obchod [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Trendyol Czech market Brand differentiation Influencer marketing Source credibility Brand awareness Brand image Escobar Rios, Andrea ISIS:116787 ths Martínez Pantoja, Yadira Ixchel ISIS:167046 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/89233/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/89233 Hlavní práce https://insis.vse.cz/zp/89233/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/89233/posudek/oponent/89315 Oponentura https://insis.vse.cz/zp/89233/podrobnosti dc:identifier NEPOSILAT VSKP vse89233 260108 89233