National Repository of Grey Literature 155 records found  1 - 10nextend  jump to record: Search took 0.00 seconds. 
Social Media In The Eyes Of Grammar Students
Charvátová, Tereza ; Hejlová, Denisa (advisor) ; Wolák, Radim (referee)
This thesis focuses on the influence of social media on adolescents. The aim is to find out through qualitative survey how the adolescents use social media, how are they affected by influencers, whether they are seen as role models and whether social media content or influencers influence their attitude. Also surveyed is the way adolescents distinguish between advertisement on social networks and their views about unlabeled advertisement. The school subject of social education is examined for its content, emphasis on social media and its contribution to media literacy of the students. Theoretical concepts and terminology are introduced in the theoretical section. Survey methods are described in the methodological section. The case study is a qualitative survey via focus group. Grounded theory methodology is used for analyzing the qualitative data. The outcomes of the survey are described, analyzed and interpreted in the analytical section. The conclusion concludes the outcomes of the survey and provides suggestions for further research.
The attitudes of generation Z towards fashion brands
Čepelova, Anastasia ; Hejlová, Denisa (advisor) ; Ježková, Tereza (referee)
This bachelor thesis involves around generation Z and its attitudes towards luxury fashion brands. The first part focuses on the theoretical background. First it defines the key concepts of fashion, luxury and its position in modern world, then it is put into context with the fashion brands and their marketing strategy. It continues with the description of the key influences and attitudes of generation Z, based on the previous research conducted on this topic. Second part consists of the research itself, describing the chosen method of in depth interviewing and open code analysis. The conclusion contains the outcomes of the research, describing the six main factors generation Z considers when it comes to luxury fashion purchases.
Representation of the Czech Republic to the UN
Hrabětová, Magdaléna ; Hejlová, Denisa (advisor) ; Konrádová, Marcela (referee)
The bachelor's thesis focuses on the media image of the United Nations in the most widely read Czech dailies. The first part of the thesis generally presents the organization, its history, structure and relationship with the Czech Republic. The practical part is devoted to quantitative and qualitative research of articles in selected periodicals from 2017, 2018 and 2019. The practical part is devoted to quantitative and qualitative research of articles published in selected periodicals in 2017, 2018 and 2019. Using these analyses, the author was able to find out what and how frequently the media most often write about in connection with the UN. The goal of the thesis is to determine how the Czech press informs about the UN and whether the representation of the highest Czech diplomat at the UN influence that.
Analysis of Renault brand's image in the Czech motoring media
Breburda, Jan ; Hejlová, Denisa (advisor) ; Halada, Andrej (referee)
Master thesis Analysis of Renault brand image in Czech motoring media describes individual components that constitute image of Renault car manufacturer in selected Czech motoring media in 2017. The thesis contains a contextual part that describes the specifics of motoring media in the Czech Republic and their relationship with PR departments of automotive importers. The description of the brand image is subsequently created through a combination of quantitative content analysis and critical discourse analysis by Teun van Dijk. The aim of the this discourse analysis is to verify the existence of the stereotypical depiction of the Renault brand on the basis of its French origin and for that purpose the discourse
Theoretical discourse on metrics of public relations measurement and their acceptance in Czech practice
Weiss, Tomáš ; Hejlová, Denisa (advisor) ; Klimeš, David (referee)
The diploma thesis is aimed at processing the issue of measuring the effectiveness of public relations (PR) in Czech practice. The concept of the thesis includes theoretical bases, modern trends in the field and description of the current state of measuring PR results in Czech practice. First, theoretical models of communication evaluation and their complicated acceptance are described. Second, the main milestones in measuring PR efficiency are defined with an emphasis on the Barcelona Principles, their updated version from London in 2015 and modern tools published by leading organizations from the field - AMEC and ICCO. All these topics are described in relation to the long-term struggle of the whole industry against rejected AVE metrics. The information for theoretical bases of the thesis were drawn from academic titles of leading foreign and Czech experts, as well as secondary online sources. The primary sources for the analysis itself were competition applications and also additional personal interviews with leading Czech PR experts. The regular AMEC and ICCO reports, and especially qualitative content analysis of Alžběta Fridrichová from ADison agency in 2017 were presented as the main theoretical bases of own empirical analysis. Its main objective is to evaluate the current state of Czech...
Generation Z's perception of marketing content on social media
Drozdová, Barbora ; Hejlová, Denisa (advisor) ; Schneiderová, Soňa (referee)
Research shows that the youngest generation spends on average 10 hours per day of display time. Contents on social media are full of sponsored posts, however, there are not always marked. There were identified two main issues with advertisement on social media. First occurs when an advertisement is not marked or is not marked properly, the second occurs when the content is targeted to young audiences despite the fact that the content is highly inappropriate. Two researches of advertising on social media in Czech landscape from 2018 are introduced, qualitative and quantitative. After an analysis has been conducted regarding different approaches of stakeholders in the marketing industry, the findings suggest that regulations of audiovisual content in Czech Republic are highly inconsistent.
Nation branding as an Instrument of Public Diplomacy
Plesníková, Martina ; Hejlová, Denisa (advisor) ; Švec, Kamil (referee)
This bachelor's thesis focuses on the topic of public diplomacy and nation branding. The aims of this thesis are to present current knowledge of the given topic in its historical, theoretical and empirical context, bringing the focus into the both concept's mutual relation and cohesion. The topic is examined on the base of a review and further comparative analysis. The study introduces a compendious treatise about the topic, reflecting the key contemporary knowledge in the field of nation branding and public diplomacy.

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