Využití UGC marketingu na digitálních platformách

Abstract

The thesis focuses on the use of User Generated Content (UGC) marketing on digital platforms, with particular attention to the collaboration between brands and content creators. The theoretical part outlines the development of digital marketing, introduces its main tools, and defines the UGC concept, including its benefits and potential risks. The practical part is based on qualitative research conducted through semi-structured interviews with UGC creators and company representatives. The aim was to explore motivations, experiences, benefits, and challenges of such collaborations. Based on the analysis, the thesis offers recommendations for UGC creators and for more effective and authentic use of UGC in corporate marketing strategies. The findings are useful both for academics and businesses aiming to build trust-based customer relationships through user-driven content.