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Analysis of communication of the non-profit organization People in Need on Facebook
Sedláčková, Lucie ; Klabíková Rábová, Tereza (advisor) ; Švec, Kamil (referee)
The aim and the goal of this thesis are to analyze the digital communication of the non-profit organization People in need through its Facebook posts. The thesis is divided into three main parts. The first one focused on the phenomenon of new media and social media. These two subjects will be defined and base on available literature. Then the theoretical part will focus on non-profit organizations, their strategies and especially their digitalization and digital communication. The finding from this part will be applied in the analyses. The methodological part will set the process of content qualitative analyses and pragmatic linguistic analyses, which will be used in the practical part. The practical part will focus on the categorization of the Facebook posts and then especially on language occurrences. There will be specific examples in every part of the thesis. The last part will sum up the findings and highlight the important parts.
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Non-equity Crowdfunding: Funding Success and Dynamics on Hithit
Machová, Veronika ; Gregor, Martin (advisor) ; Švarcová, Natálie (referee)
Non-equity Crowdfunding: Funding Success and Dynamics on Hithit Veronika Machová Abstract Non-equity crowdfunding, as an innovative way of financing new ideas, has been growing enormously over recent years. Crowdfunding projects are often characterized by a predetermined monetary goal and the length of the campaign. Furthermore, potential contributors can observe the level of funding provided by others, which suggests that details of previous contributions play an essential role in funding behavior. We obtain data from the Czech crowdfunding platform Hithit, which allow us to empirically analyze the determinants of success and the funding dynamics of crowdfunding projects. Outcomes from several probit regressions indicate that shorter campaigns and campaigns offering private rewards of lower value are more likely to be successful-but these results do not demonstrate causality. A short campaign signals confidence; this positive signaling effect outweighs the marketing- opportunities effect of a long campaign. Applying fixed effects model to panel data, we show that the amount of contributions is negatively associated with the level of funding already achieved, providing evidence of free-riding effect. However, the effect of past contributions is reversed in the final phase of the campaign as the risk of...
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Advertising Targeting Children on Social Media and its Reflextion by this Target Group
Mimochodková, Ráchel ; Rosenfeldová, Jana (advisor) ; Zavadilová, Tereza (referee)
The bachelor's thesis focuses on commercials targeting children on social media networks, which is often criticized and often discussed due to its ethical side, since children target group is the most sensitive one. The first part of the thesis focuses on commercials targeting children group and how it is regulated by law including examples from abroad and psychological profile of children. Practical part of the thesis focuses on the social network called Instagram and commercials published by influencers. In this context we experience discussions mostly considering transparency of the influencers and the necessity of labelling advertisement posts. The goal of the thesis is to shed a light on approach of children towards influencer commercials and find out under what circumstances can children identify a commercial.
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Czech internet influencers'opinion on fast fashion
Koníčková, Veronika ; Rosenfeldová, Jana (advisor) ; Hejlová, Denisa (referee)
This thesis focuses on the relationship between Czech social media influencers and fast fashion (a controversial business strategy used by many fashion industry brands). The aim of the thesis is to describe this relationship and set out the opinions and perceptions of influencers with respect to fast fashion in the context of their social media content and their lives. In-depth interviews and their subsequent analysis were used as the research method in this thesis. The main focus of this thesis is on influencer's knowledge of fast fashion, his ethical perception and his overall social media influence and relationship with his subscribers/followers. The thesis describes influencers' ethical boundaries and internal rules about their social media activity and collaborations with either commercial or non- commercial organizations, especially fashion companies.
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Comparative analysis of communication of selected Czech public universities via social network Facebook
Fikejzová, Michaela ; Máchová, Eva (advisor) ; Hrabánková, Markéta (referee)
The bachelor thesis deals with a content analysis of the official Facebook pages of selected Czech public universities for the period of December 2018 - March 2019. The selected subjects are following: Jan Evangelista Purkyně University in Usti nad Labem, University of Ostrava, Tomas Bata University in Zlin, University of West Bohemia in Pilsen and University of Hradec Kralove. The aim of this thesis is to determine what type of content the universities publish on their Facebook pages and to what extent they manage to encourage their followers to interact with given content and to spark conversation. In theoretical part, the thesis deals with the characteristics of social media and its communication specifics, as well as the social network Facebook and its role in the Czech context. The theory further focuses on the adoption of the marketing approach and its specifics in the field of tertiary education, followed by subchapter directly dedicated to the communication of universities via social networks and its effects. In the metodological part there is a characterization of the research method, quantitative content analysis, and its parameters used in the empirical part of this thesis. In the empirical part, there is the analysis of data obtained from the official Facebook pages of the...
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Analysis of Donald J. Trump's twitter campaign during 2016 US presidential election
Neumahr, Martin ; Klvaňa, Tomáš (advisor) ; Fiřtová, Magdalena (referee)
In the first part of the thesis, I will generally introduce marketing to the meaning of US candidates or their electoral teams in the US presidential election in 2016, describe the negative campaign in political marketing, and explain how important part of the US presidential election was Twitter. The second part of the thesis aims to analyze the campaign of the Republican Party candidate in more detail. On a sample of 1458 twitter posts, I will examine whether and how Donald Trump used a negative campaign against his rival candidate Hillary Clinton and also to assess the extent to which his false claims had changed over his campaign in three specific topics. The thesis examines the period from the nomination congress on 18 July 2016 to 8 November 2016, when the US presidential elections were held. At the end of my work, I will try to answer the research questions.
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The role of social media in university education
Filipová, Ludmila ; Hejlová, Denisa (advisor) ; Hrabánková, Markéta (referee)
The internationalization of higher education creates a competitive environment among universities. To engage in these emulous fields, many universities therefore implement marketing strategies in their management and use social media to reach potential and current students. Social media are an effective relationship marketing tool suitable for building brand communities, support customer loyalty, and enhance positive behavior development among students. The aim of this thesis is to explore the use of Facebook by universities in the Czech Republic, to analyze communicated topics, the way they are presented and the response they receive from students. A total of 510 Facebook post from 19 university profiles has been analyzed. The author used the method of content analysis to identify communicated topics and post types. The results show that universities assign to the social media a "role" of community building. The greatest interest of the students received the category of historical events and the category of news. The most effective post format was the picture, the least effective were links to external websites. Analysis of variance further showed that there is a significant difference between individual university profiles and their proportional engagement and that the size of the institution is...
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The role of social media in the political participation of the students
Kostareva, Anna ; Vochocová, Lenka (advisor) ; Petrúšek, Ivan (referee)
In my work I have tried to look at the problem of political participation of students and what role social media play in it. In view of the fact, that the internet plays a very important role in life of modern person, it becomes a platform for various social, political and other events. Young people are more inclined to be influenced by the internet and social networks in all spheres of life, so in my research I have tried to draw conclusions about how young people see themselves in politics, what kinds of activity they often do and how they see the importance of political participation on internet platforms. In my work I present the general concept of political participation and social media, and also the theory of slacktivism and mobilization and normalization hypotheses connected to them. There are also various researches focused on student political activity and participation in political sphere of the state. In addition to the theoretical part, there is a methodological part, where basic research goals and hypotheses, the research method and how the respondent was obtained for this research and how the data were collected are presented. The analytical part presents the results of the research conducted on the basis of an online questionnaire, where the research hypotheses mentioned in...
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Bilingualism at the czech-bavarian border
HRABÁKOVÁ, Anna
The aim of the bachelor thesis was to find bilingual people (Czech-German) living in Czech-Bavarian border region. Afterwards, interviews were recorded with the respondents and transformed into the form of artistic text. The thesis was focused on people born after 1989, and thus it is touching on the phenomenon of again completely penetrable Czech-German border and natural migration in defined region. The thesis used analytical-empirical methods.
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