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Brand engagement on social media: Case study of intercultural raction comparison to commercial media content of Purina brands
Kubínová, Monika ; Zezulková, Markéta (advisor) ; Lütke Notarp, Ulrike (referee)
The aim of this thesis is to understand how the same marketing media content affects audiences of different cultures. Many global brands are managed centrally with unified marketing communication shared across the nations. Content relevance is tested abroad and may not be relevant to all countries where the communication is published. McQuail in his book Introduction to Mass Communication, mentions that different cultures accept the same media content with different effects. I will use a case study for the analysis of intercultural communication of centrally managed brands that will examine the difference in responses of Facebook users to centrally created marketing communication of the Felix and ProPlan brands that belong under the umbrella brand Purina. I divided the case study into two parts, the first part will be devoted to the content analysis of documents, statistics and already existing research from which I formulated research questions. The second part is a semiotic analysis of comments of the Facebook users to the Purina brands that is answering the research questions. The data from the comments shows that the reactivity within the two countries studied differed significantly and depended on the cultural differences defined by Hofstede's cultural comparison. Based on this case study, it...
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Brand engagement on social media: Case study of intercultural raction comparison to commercial media content of Purina brands
Kubínová, Monika ; Zezulková, Markéta (advisor) ; Lütke Notarp, Ulrike (referee)
The aim of this thesis is to understand how the same marketing media content affects audiences of different cultures. Many global brands are managed centrally with unified marketing communication shared across the nations. Content relevance is tested abroad and may not be relevant to all countries where the communication is published. McQuail in his book Introduction to Mass Communication, mentions that different cultures accept the same media content with different effects. I will use a case study for the analysis of intercultural communication of centrally managed brands that will examine the difference in responses of Facebook users to centrally created marketing communication of the Felix and ProPlan brands that belong under the umbrella brand Purina. I divided the case study into two parts, the first part will be devoted to the content analysis of documents, statistics and already existing research from which I formulated research questions. The second part is a semiotic analysis of comments of the Facebook users to the Purina brands that is answering the research questions. The data from the comments shows that the reactivity within the two countries studied differed significantly and depended on the cultural differences defined by Hofstede's cultural comparison. Based on this case study, it...
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Language culture and incorporation of foreign words into Czech language in Právo
Kubínová, Monika ; Šoltys, Otakar (advisor) ; Švelch, Jan (referee)
In this work I would like to focus on language culture and incorporation of words from foreign languages into Czech language in Právo in 1990 - 2014. In the first part of the analysis I would like to look closer on the language culture in Právo by comparing language culture in the years 1990 and 2014. This gives me overview of the language evolution. For more accurate analysis of the language culture I will go through every year of the newspaper. In the second part of the analysis I would like to focus on the incorporation of foreign words into Czech language in Právo. I will be analysing the same period as in the previous section. I selected this period on purpose because I think that after 1989 there will be more and more foreign words coming into Czech language. I also suppose that the number of incorporated words will stop rising and keep at some level after some time. I would like to focus on the number of incorporated words and what foreign languages are used for the incorporationn the most.
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