The transformation of the celebrity concept has become an important topic of sociology and media ... more The transformation of the celebrity concept has become an important topic of sociology and media studies in recent years. The most important factors intervening in this process are a change of communication behavior of the young age cohorts and an effort of “fame seekers” to use the new communication channels. In our study, we analyze the state of celebrities´ perception by the age cohort of adolescents in the Slovak Republic. The study is based on the original exploratory research composed of two phases. In the initial part we define the group of celebrities who are potentially well recognizable by the research group that we then test for the quality of knowledge. We apply a polarity profile method, including three investigated dimensions: attractiveness, credibility and likeability of examined celebrities. The analytical part compares the acquired knowledge in terms of three types of celebrity status. Our research indicates challenge to the popular theses, according to which the concept of current celebrity for adolescents clearly transformed in favor of digital celebrities (YouTubers, Bloggers, etc.).
All the submitted papers were individually reviewed in an anonymous double blind peer review proc... more All the submitted papers were individually reviewed in an anonymous double blind peer review process on basis of which the editors decided about their publication in the conference proceedings.
This study concentrates on the theoretical definition of the phenomenon of celebrity endorsement ... more This study concentrates on the theoretical definition of the phenomenon of celebrity endorsement in marketing communication. It focuses on terminological definition of celebrity, it compares the different concepts of celebrity endorsement and thus determines the underlying basis for the celebrity endorsement. These theoretical knowledge and concepts are applied to practical examples and final part of this study offers a summary of the main factors (benefits and risks) with potencial significant impact on the overall effectiveness of celebrity support.
This paper deals with food blogs as new category of niche blogs. It outlines definition of mentio... more This paper deals with food blogs as new category of niche blogs. It outlines definition of mentioned phenomenon, refers to its basic aspects and determinants. The article brings concept of categorization according to focus and it also presents division according to blog function.
The transformation of the celebrity concept has become an important topic of sociology and media ... more The transformation of the celebrity concept has become an important topic of sociology and media studies in recent years. The most important factors intervening in this process are a change of communication behavior of the young age cohorts and an effort of “fame seekers” to use the new communication channels. In our study, we analyze the state of celebrities´ perception by the age cohort of adolescents in the Slovak Republic. The study is based on the original exploratory research composed of two phases. In the initial part we define the group of celebrities who are potentially well recognizable by the research group that we then test for the quality of knowledge. We apply a polarity profile method, including three investigated dimensions: attractiveness, credibility and likeability of examined celebrities. The analytical part compares the acquired knowledge in terms of three types of celebrity status. Our research indicates challenge to the popular theses, according to which the concept of current celebrity for adolescents clearly transformed in favor of digital celebrities (YouTubers, Bloggers, etc.).
All the submitted papers were individually reviewed in an anonymous double blind peer review proc... more All the submitted papers were individually reviewed in an anonymous double blind peer review process on basis of which the editors decided about their publication in the conference proceedings.
This study concentrates on the theoretical definition of the phenomenon of celebrity endorsement ... more This study concentrates on the theoretical definition of the phenomenon of celebrity endorsement in marketing communication. It focuses on terminological definition of celebrity, it compares the different concepts of celebrity endorsement and thus determines the underlying basis for the celebrity endorsement. These theoretical knowledge and concepts are applied to practical examples and final part of this study offers a summary of the main factors (benefits and risks) with potencial significant impact on the overall effectiveness of celebrity support.
This paper deals with food blogs as new category of niche blogs. It outlines definition of mentio... more This paper deals with food blogs as new category of niche blogs. It outlines definition of mentioned phenomenon, refers to its basic aspects and determinants. The article brings concept of categorization according to focus and it also presents division according to blog function.
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Papers by Oli Chalányová
exploratory research composed of two phases. In the initial part we define the group of celebrities who are potentially well recognizable by the research group that we then test for the quality of knowledge. We apply a polarity profile method, including three investigated dimensions: attractiveness, credibility and likeability of examined celebrities. The analytical part compares the acquired knowledge in terms of three types of celebrity status. Our research indicates challenge to the popular theses, according to which the concept of current celebrity for adolescents clearly transformed in favor of digital celebrities (YouTubers, Bloggers, etc.).
exploratory research composed of two phases. In the initial part we define the group of celebrities who are potentially well recognizable by the research group that we then test for the quality of knowledge. We apply a polarity profile method, including three investigated dimensions: attractiveness, credibility and likeability of examined celebrities. The analytical part compares the acquired knowledge in terms of three types of celebrity status. Our research indicates challenge to the popular theses, according to which the concept of current celebrity for adolescents clearly transformed in favor of digital celebrities (YouTubers, Bloggers, etc.).