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Communication practices of scammers targeting seniors in the age of digital media and artificial intelligence
Sládek, Viktor ; Wolák, Radim (advisor) ; Vranka, Marek (referee)
This bachelor thesis focuses on the communication practices of scammers targeting the elderly in the age of digital media and artificial intelligence. The theoretical part of the thesis focuses on the relationship between Czech seniors and digital media, as well as the most common scams perpetrated against seniors and the most common directions of Czech projects supporting their media literacy. In the practical part, qualitative research is conducted which will include interviews with representatives of the affected group. In the analytical part, two main conclusions are drawn from the interviews from which a proposal for a communication campaign will subsequently be presented. The aim of the thesis is to describe the current communication practices of scammers and to propose and offer solutions in an effort to help seniors in their fight against scammers.
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The impact of the use of artificial intelligence on work value perception
Nguyen, Nhu Anh ; Vranka, Marek (advisor) ; Houdek, Petr (referee)
This thesis explores how people perceive work created with the help artificial intelligence amid its increasing importance and adaptation. Through summary of existing works, it investigates divergent attitudes towards AI across demographics and professions. The study uses an experiment to reveal how AI labeling affects perceptions of value, likability, originality, or time estimation for creating works, and compares the research results with existing studies. The paper concludes with recommendations for creators regarding AI labels.
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Marketing plan for Špejchar Ražice
Kajtman, Vojtěch ; Moravcová, Hana (advisor) ; Vranka, Marek (referee)
In this work I am dedicating myself to creating a complex and practically aplicable marketing plan for coworking center Špejchar Ražice, which is in its early stadium. In the first - theoretical part of the work I put focus on defining coworking as a concept, it's worldwide history (from the roots of the concept in the 1990's, till present day) and an impact of the Covid-19 pandemic on coworking spaces. I am also putting emphasis on the history of coworking in the Czech republic. A part of the theoretical part of this work is theoretical definement of a marketing plan, its components and the current trends that are having impact on its gradual change as well. Also, a part a the first part of my work is theoretical definement of a target group of coworking spaces. In the second - practical part of my work I am creating a marketing plan for the needs of Špejchar Ražice. I am based on the theoretical knowledge but also on the SWOT analysis and a quantitative research of a target group. The result of this work is applicable marketing plan for the needs of Špejchar Ražice, which includes communication channels and content relevant to the target group and a time harmonogram of the communication activities.
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The impact of communication on the attitude change towards euthanasia
Víšek, Vojtěch ; Vranka, Marek (advisor) ; Houdek, Petr (referee)
This thesis deals with the analysis of attitudes towards euthanasia and the factors that influence these attitudes. The theoretical part of the thesis focuses on the synthesis of literature concerning the determinants of attitudes towards euthanasia, defines concepts related to the topic and presents arguments in favour of and against euthanasia. It also discusses cognitive biases in the indication of attitudes and the influence of communication on the formation of these attitudes. In the practical part of this thesis, experimental research was conducted using an online questionnaire survey to examine the influence of various factors, such as type of disease, level of religiosity, and political orientation, on moral evaluation of the acceptability of euthanasia. The findings suggest a significant relationship between disease mortality, level of religiosity and political orientation and the acceptability of euthanasia. The manipulation of social norm and situational factors also had a significant effect on the attitude of the respondents. Within situational factors, euthanasia was least acceptable when a majority of physicians opposed it, whereas it was most acceptable when it was legalized in most other EU countries. Within the social norm manipulation, a significant relationship was found between...
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Data Protection and Data Misuse in Marketing Communication
Tokarčíková, Zuzana ; Vranka, Marek (advisor) ; Houdek, Petr (referee)
The diploma thesis deals with the issue of data protection and misuse in marketing. The aim of the work was to examine the perception of this issue by digital marketers, to identify the causes of insufficient compliance with the principles of data protection and to find out the main barriers related to data protection in this industry. In the theoretical part of the work, basic terms are defined, the use of data in digital marketing, methods of obtaining them and risky areas of working with them are presented. The practical part of the work includes qualitative research in the form of semi-structured interviews with digital marketers. The results of the research showed that digital marketers perceive the topic of data protection as important, but in practice the procedures appear to be inadequate. The main reasons for the lack of data protection among digital marketers are the low priority of the topic within the marketing community, the transferred responsibility for data protection and the technical and legal complexity of the topic. The main barriers contributing to insufficient data protection include the attitude of the marketers themselves, lack of support from company management, lack of easily accessible information on correct procedures and mistrust of the enforceability of sanctions.
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Analysis of marketing and monetization models in mobile videogames
Ždímal, Matěj ; Koblovský, Petr (advisor) ; Vranka, Marek (referee)
This bachelor's thesis describes the history of videogame evolution, which culminates in mobile videogames. This thesis focuses on commonly employed monetization practices in such games. The context of their conception is necessary to allow the reader to truly understand why an how these practices came to be. This bachelor's thesis also focuses on dark patterns and manipulative game design that is often incorporated into these games as a way of enforcing their monetization. Some of these practices are widely known, such as lootboxes. Many other mechanics that are also questionable in regards to their ethics are relatively uknown. This thesis aims to inform the reader about some of the the more obscure practices. The presence of such malicous design will be investigated in a series of case studies, which will also shed light onto the fact, that some of these practices might seem innocent to the uninformed. A survey has been conducted to determine to what degree the public is informed about what a dark pattern is, and wether they came into contact with such mechanics. The survey also examines whether the public would be inclined to accept laws, that would protect minors and adults alike against manipulative techniques and dark patterns. In the summary a suggestion was proposed, aimed towards those...
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Marketing plan for a new business Room Therapy focusing on interior design
Polánková, Klára ; Vranka, Marek (advisor) ; Moravcová, Hana (referee)
The bachelor thesis "Marketing plan for a new company Room Therapy with a focus on interior design" proposes changes to the current marketing plan. The marketing plan will serve as a basis for the future direction of the company. The thesis presents the basic principles of creating a marketing plan and its key elements. In addition, the results from the in-depth interview, the Scoring Model and the subsequent SWOT analysis were used to define the marketing plan proposal. The result of the thesis is a detailed action plan, including a proposed budget, which can help the company to achieve the set goals and thus solve the current problem areas of the company. The main outcome of the thesis is to suggest changes and strengthen the functional tools of the firm's marketing plan that can help the firm grow and achieve higher profits in the long run.
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Fortnite's communication of paid video game content and its perception by Czech gamers
Šíblová, Kateřina ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
This thesis examines Czech players' perception of the promotion of paid cosmetic content on the Fortnite platform and how this perception affects their motivation to buy it. The thesis focuses on general perceptions of paid video game content promotion as well as perceptions of specific monetization strategies. The research methodology involved in-depth interviews followed by data analysis using open coding and thematic analysis. This research aimed to gain a deeper understanding of this topic. The data revealed that the majority of respondents perceived purchases on the platform positively. However, targeting children with promotional tactics and the negative impact these tactics had on gamers were perceived negatively. Specific tactics, such as the battle pass, support a creator, and trailers, were perceived solely positively, while Save the World, bundle offers, Fortnite Crew, limited-time offers, and collaboration received mixed ratings. Five factors influencing purchase motivation were identified: game engagement, aesthetics, emotions and preferences, community, and economic considerations. The research results provide new perspectives on how gamers perceive monetization tactics in the video game environment.
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The relationship between the popularity of dog breeds and their utilization in the advertising of selected companies (2019-2023)
Baraníková, Denisa ; Moravcová, Hana (advisor) ; Vranka, Marek (referee)
This bachelor thesis provides a detailed view of the utilization of dog breeds in advertising campaigns in the Czech Republic, with an emphasis on their popularity. In order to gain a comprehensive understanding of this issue, it focuses on theoretical aspects related to social media, marketing, and the relationship between humans and dogs. It analyzes the strategies of Czech companies specializing in the dog segment and their interaction with the Instagram platform, which has become a key tool for product promotion. It utilizes data provided by the Czech-Moravian Canine Union to identify the most popular dog breeds in the Czech Republic and conducts a thorough analysis that delves into the homes of dog owners. Subsequently, through extensive questionnaire surveys, it practically examines the influence of the popularity of dog breeds on consumers' decision-making when selecting products advertised on social media platforms. With this comprehensive approach, the thesis offers a holistic view of the promotion of dog products in the market and contributes to a better understanding of the dynamics of utilizing dog breeds in advertising strategies.
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Using service design as a company's tool for success in a saturated marketplace
Syručková, Pavlína ; Schneiderová, Soňa (advisor) ; Vranka, Marek (referee)
This bachelor thesis deals with the use of service design as a key tool for improving competitiveness of firms in oversaturated markets. The thesis explores how the integration of service design with marketing and communication strategies can improve customer relationships and enhance the experience. Based on a case study of Alfa Ltd, the thesis demonstrates how service design principles can be effectively applied to service innovation. The thesis uses quantitative and qualitative research on customer preferences to identify key factors that influence the successful implementation of service design. The results suggest that systematically integrating service design into corporate strategy can lead to sustainable growth and improved market positioning.
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