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Facebook And Internet Marketing
Vrbasová, Magdaléna ; Pavlíček, Antonín (advisor) ; Šesták, Michal (referee)
The aim of this thesis is to create and effectively manage Facebook web pages for individual divisions of Import Volkswagen Group s.r.o. The thesis is divided into two parts - theoretical and practical. The theoretical part contains basic information about online and offline medias, trends in the area of Internet marketing and measuring of online advertising efficiency, which, unlike the efficiency of "offline" advertising, is easily measurable. In the past two years, social networks, especially Facebook and Twitter became trendy. The last chapter of the theoretical part is deals with the topic of advertising on Facebook, that prevails in the Czech Republic. and promotion on the social network called Facebook. In the practical part, some of the findings derived from the theoretical part are implemented and verified. The main outcome of this thesis is a development of well-functioning Facebook web pages, administration of which could be taken over by Import Volkswagen Group s.r.o. in the future.
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Analysis of social behaviour of individuals in virtual networks
Lukavská, Zuzana ; Pstružina, Karel (advisor) ; Řepa, Václav (referee)
This thesis deals with the comparison of users' behaviour in virtuality and in reality. The thesis is divided into two interrelated parts. I'm analyzing participants' behavior according to results from our own research in chosen social network. I'm comparing the results with other scientific works and putting them into context with theoretical knowledge. I'm looking for conjunctions with reality, focus on the differences and trying to explain different behaviour of users of social networks. The theoretical part gives a comprehensive overview of the concepts of virtuality, social network and virtual world. It provides an overview of the potential danger lurking in the virtual reality, focusing on children, because for them is virtuality already a natural part of life, and they are also because of their credibility very vulnerable. It also deals with the meaning of the concept of friendship, which has in the virtual world a bit different meaning. It also examines the behaviour of individuals in various situations in a virtual environment and looks for reasons why people change their image, why they behave aggressively, and whether their virtual behaviour influence their behaviour in reality. I'm analyzing the differences between virtual and real communications and the influence of the increasing tendency of using virtual means of communication for real communication.
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The impacts of online social networks on users
Kobrle, Daniel ; Mildeová, Stanislava (advisor) ; Dalihod, Martin (referee)
The purpose of this work is to analyze the current state of online social networks and their impact on users. Currently these networks are becoming very popular and the number of their users is growing dramatically. The time they spend on those networks is also increasing. First, theres analyzed, what led to the emergence of social networking, what were their original goals and visions, what are the requirements of genesis of a large social network and how the small network is being transformed into a large one. I describe how the current policy of the large networks diverts from its original aims and visions. Then outline how large the commercialization of the Internet social networks is and how these networks allow earning. I pay attention especially to new types of ads that can be applied to them. Then there is described how the use social networks influences their users, what are the positive, but mostly negative effectc. There are also described changes in lifestyle, pace of life, changes in values and substitution of personal forms of communication caused by their use. As well the influence of these networks to the way how the information are spread and analysis of the psychological effects on the users of the network with its consequences. Finally i deal with the risks users of social networks are exposed to and the pathogenic phenomena that arise in consequence.
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Use of Facebook for advertising purposes
Pavelka, Tomáš ; Sigmund, Tomáš (advisor) ; Toman, Prokop (referee)
The main aim of this thesis is a description of options to use Facebook for advertising purposes. The first part of the thesis deals with social networks in general, analyses the reasons of their popularity, lists their types and mentions a couple of examples. Furthermore, the thesis compares advertising on social networks to traditional forms of advertising and analyses its advantages and disadvantages. Further part of the thesis is focused on the most popular social network in the world -- Facebook, and analyses its position in the Czech Republic, followed by a description of options to use Facebook for advertising purposes. The thesis also compares Facebook advertising to Google advertising. In the end, the thesis names a few real examples of how Facebook is successfully used for advertising purposes.
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Web 2.0
Buyankhishig, Agiimaa ; Pavlíčková, Jarmila (advisor) ; Marešová, Zdena (referee)
This study deals with the issues of Web 2.0 and social networks with an emphasis on education and the Czech universities. At the first briefly describes the basic characteristics and technology of Web 2.0. In its second part discusses the benefits and usability of the major Web 2.0 services in education, because this kind of usage is constantly gaining importance and has its sense to our society. Further states the list of top social networks abroad and in the Czech Republic. And finally, in its last section, the analysis of information on social networks about famous Czech universities is performed.
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Use of Web 2.0 technologies in education
Doubravová, Lucie ; Pavlíčková, Jarmila (advisor) ; Marešová, Zdena (referee)
The thesis Use of Web 2.0 technologies in education introduces the concept of Web 2.0 and its basic characteristics. The first chapter is based on the explanation of major tools and technologies labelled as Web 2.0. The second chapter deals with specific services which have already found its place in education process. The same chapter evaluates the ways of dealing with their appropriate use, particularly in higher education. This chapter contains also the examples of successful use in education. The thesis is mainly concerned about using Web 2.0 tools in the environment of Czech schools. As Web 2.0 services are not new, I asked students and teachers at the University of Economics in Prague and asked what experience they have with such instruments in their personal life, so in context of education. The third chapter is entirely devoted to survey the use of Web 2.0 tools in the practice of The University of Economics in Prague. Content of the final chapter is a reflection of what direction the web will evolve in the coming years. It also evaluates social issues associated with the turbulent development of the Internet and Web 2.0.
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Using social networks to support business
Zahradník, Jan ; Chudán, David (advisor) ; Machek, Ondřej (referee)
The aim of this bachelor thesis is to analyze and decide whether the social webs are an appropriate place for company and their products presentation. On the basis of criteria chosen to decide which networks are in the Czech environment the most suitable and what promotion tools they offer. The thesis is divided into the theoretical part, in which I consider technical terminology and describe the development of means for gathering people on the Internet till the today's look. A chapter follows that considers the most widespread websites in the Czech Republic, stressing especially Facebook, on which I illustrate the platform for application development. In the practical part I illustrate the promotion options of a company on Facebook through an actual marketing, I consider the aim differences, costs connected with the campaign running, and then I evaluate whether the campaign is successful, and I add proposals for improvement. Another theme is the possibility of using Facebook API and the FBML language by creating an application of the Facebook platform and its use by marketing. The work also consists of a public survey, which shows which social networks people leave and which they go to, reactions of the users for advertisements on social networks and their relationship to the applications running on social networks. The contribution of this work is to show opportunities that using social networks in company presentation offers.
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Social Networking and the Potential Challenges for Marketing
Zupanoska, Biljana ; Král, Petr (advisor) ; Cook, Gina (referee)
Today, marketers and media companies face a changed environment, affected mostly by the rise of the Internet era. The emergence of various technology applications, combined with the global change of customers is affecting the communication between marketers and consumers. Consumers and marketers are changing their roles; consumers are now media producers, programmers, and distributors, through the use of the social networking applications. The aim of the thesis is to analyze this trend, to predict its lifetime and to provide useful insights for the parties that are involved in it. Main point of evaluation are; the structure of the social media marketing ecosystem; the impact that social networking has on the business environment; the relationship of social media and the conventional media, and the legal and ethical concerns of the use of social media. Social networking is a new, experimental trend that has been accepted by many companies, as a part of their communication strategy. The trend has introduced many challenges for businesses, both positive and negative. To seize the positive challenges, marketers need to invest further in learning the rules of the new marketing trend, and in improving their social networking strategies.
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