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Czech SMEs'perception of voluntary ESG reporting
Vítová, Lucía ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
The aim of this thesis is to find out how Czech SMEs approach voluntary ESG reporting. The theoretical part of the thesis describes the theoretical basis of ESG, the significance of its individual factors and its legislative grasp at the European level. In this part of the thesis the connection between ESG and circular economy, CSR and the concept of DEI is also explained. In addition, the pitfalls of ESG, greenwashing and the role of communication in ESG are discussed. In the research part of the thesis, two research questions are first formulated and predictions of the answers to these questions are made based on previous research. Then the data collection method, the data processing method and the actual evaluation of the research are described. The research in this thesis was conducted using the qualitative method of semi-structured in-depth interviews with a total of 6 respondents. The data collected from these interviews is analyzed in the practical part using thematic analysis, open and axial coding. The research results reveal a high level of skepticism among SMEs about ESG reporting and its legitimacy. Against mandatory ESG reporting, the research reveals more openness towards voluntary ESG reporting. However, respondents do not practice such voluntary reporting and do not plan to do so in...
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Perception of body positivity in lingerie marketing
Dvořáková, Alžběta ; Ortová, Nina (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis focuses on the topic of positivity points in lingerie marketing. In the theoretical part of the thesis this topic is theoretically based, put into context and its key aspects are presented. The theoretical part firstly focuses on inclusive marketing, followed by the principles of fashion marketing and inclusion in this sector. It then focuses on a description of body positivity, its development and looks at the principles and trends in the lingerie segment. The key chapters of the theoretical part focus on the description of the concept of body positivity in lingerie marketing, which are presented with examples of selected brands. The theoretical part also summarizes the critical and ethical issues related to this topic. The second, practical, part of the thesis examines and describes the perception of body positivity in lingerie marketing among Czech female consumers aged 18-40. First, existing research in this area is summarised and then the results of the research conducted as part of this thesis are presented. The research investigated whether body positivity is at all perceived by Czech female consumers, how it is perceived and how Czech female consumers approach it. Furthermore, it was also studied, how female consumers think lingerie advertisements should look like and...
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Analysis of the promotion of modern tobacco products on Instagram
Bílková, Karolína ; Hejlová, Denisa (advisor) ; Rosenfeldová, Jana (referee)
The thesis aims to map the current promotion of modern tobacco products on Instagram. The thesis focuses on the main topics that are currently topical in the promotion of these products, the use of influencer marketing, but also potential ethical problems in this communication. To fulfil the aim of the thesis, a qualitative content analysis was used so communication of tobacco companies could be examined in depth. The main themes of the brands studied were the use of design, fashion, and art. In their communication, the brands worked with the idea that the device could be used by the user anytime and anywhere (as opposed to a conventional cigarette). Particularly, brands focusing on tobacco heating devices tended to present their product as a luxurious, technologically advanced device, and a great accessory. During the research period, brands on Czech Instagram also targeted the young generation, mainly through organizing or sponsoring events, and made good use of the language of youth in their communication. Brands also used themes related to the lower harmfulness of these products. These themes were communicated by the brands themselves through their own profiles but also through influencers. Marketing communication of brands during the period was often very unobtrusive, sometimes without a...
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Research on digital appointment scheduling in the hairdresser market
Penčev, Adam ; Oukropec, Jindřich (advisor) ; Hejlová, Denisa (referee)
Currently, digitalization permeates every aspect of our lives, and hairdressing is no exception. This bachelor thesis, first of its kind, focuses on the digitalization of the customer booking process in hairdressing salons in the Czech Republic. The aim of the thesis is to analyse the current state of digitalization in this sector, identify the main benefits and challenges associated with the implementation of digital booking systems, and suggest possible improvements to increase efficiency and customer satisfaction. The work combines quantitative and qualitative research methods, including descriptive statistics and in-depth interviews with key market participants. The results show that although the digitalization of booking is still in its early stages, it has the potential to significantly improve work organization, reduce the time required for reservations, and increase customer satisfaction. This thesis contributes to a better understanding of the benefits and barriers of digitalization in hairdressing and offers resources for business applications. Keywords digitalization, hairdressing, online booking, customer satisfaction, process efficiency
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Sharing kids online from the perspective of Czech kidfluencers and their parents
Pospíšilová, Tereza ; Hejlová, Denisa (advisor) ; Rosenfeldová, Jana (referee)
The thesis "Sharing Kids Online from the Perspective of Czech Kidfluencers and Their Parents" explores the phenomenon of kidfluencers in the Czech Republic. It integrates a theoretical framework with empirical research through interviews with child influencers and their parents. The data from these interviews are analyzed using the open coding. The research primarily focuses on ethical concerns, privacy, and the digital footprints of children's online activities, alongside the positive aspects like the enhancement of creativity and communicative abilities of kidfluencers. Additionally, the thesis discusses sharenting and its impact on online privacy and safety of children, as well as the legal and ethical measures for child protection on the internet. It underscores the importance of educating both children and parents about digital literacy and the steps needed to create a safer online space for children. The findings provide a detailed perspective on the role of child influencers in the Czech Republic and offer valuable recommendations for parents, child welfare professionals, and the general public concerned with digital era challenges.
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Presentation of disposable electronic cigarettes at selected Czech e-shops
Táborská, Veronika ; Kulhánek, Adam (advisor) ; Hejlová, Denisa (referee)
Background: As the use of e-cigarettes grows in the Czech Republic, so does the range of new products and sales channels with different marketing strategies to attract customers. A strong sales channel for disposable e-cigarettes is e-shops. They use different marketing strategies to attract customers. Internet sales are not sufficiently regulated in the tobacco and nicotine sector in the Czech Republic. Sellers can therefore also target minors and non-smokers. Aims: The aim of the study is to map and describe the forms of advertising and offering of disposable electronic cigarettes in the environment of selected Czech e-shops. Methods: Czech e-shops selling disposable e-cigarettes were identified using a desk search method. These e-shops were analysed by examining the visual and textual elements of the marketing communication used (e.g. images, banners, texts, etc.), marketing claims promoting the benefits of e-cigarettes, the use of sales promotion tools, and whether these e-shops target vulnerable groups (children, adolescents and non-smokers) with promotion and advertising techniques. On the basis of the established criteria, 13 domestic e-shops were identified and the predetermined elements of advertising and promotion were mapped and analysed. The data was recorded in the form of screenshots...
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Popularization of science in Czech media
Zadražil, Ondřej ; Poliaková, Karolína (advisor) ; Hejlová, Denisa (referee)
The thesis deals with the formats used by the Czech media in popularizing science. In the theoretical part, the findings regarding science communication and science communication are presented, including possible stakeholders and strategic goals of communicators. Subsequently, the theoretical part presents the specifics of science popularisation itself, including its basic formats available within the theory. The theoretical part is followed by the methodology, which presents the way in which the categories of formats are constructed and how they are analysed for the main test. Prior to this, a pilot test is included to verify the correctness of the category settings, the selected sets of scientific topics and sufficient data saturation in four selected Czech media with popularization themes. Within the main test, 612 media outputs were analysed and the results of the analysis are subsequently presented in frequency tables. The output of the thesis is an overview of media formats used in the Czech media landscape presented on the basis of the compiled categorization. In the discussion part of the thesis, the findings are placed in the further context of the theoretical part of the thesis and possible recommendations for improving the effectiveness of popularisation of scientific topics are presented.
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The IKEA Phenomenon: Philosophy of Marketing and Strategic Communication from the Early Days to the Present
Procházková, Pavla ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
The aim of the diploma thesis entitled "The IKEA Phenomenon: Philosophy of Marketing and Strategic Communication from the Early Days to the Present" is to trace the main ideas behind the creation of the IKEA phenomenon, to trace what strategy and communication tools were used by its founder Ingvar Kamprad in the beginnings of the company. While it is not only about the initial vision of the company, a characteristic feature of IKEA's marketing and communication is the fact that it affects clients in the long term, it is a process of a long-term series of client-oriented communication procedures. IKEA is also rated as a pioneer of internal communication. The philosophy of building the company includes orientation towards the family and the home, solving questions and problems of everyday life, searching for rational solutions, keeping the price of products affordable while maintaining good quality, trying to stay "in" thanks to modern design. In the theoretical part, the thesis generally introduces the meaning and role of strategic communication of business companies and its individual aspects. In the practical part, the diploma thesis, based on qualitative research and with the help of analysis of source material, answers the question of what vision, what style of communication (with customers, colleagues,...
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