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The attitudes of generation Z towards fashion brands
Čepelova, Anastasia ; Hejlová, Denisa (advisor) ; Ježková, Tereza (referee)
This bachelor thesis involves around generation Z and its attitudes towards luxury fashion brands. The first part focuses on the theoretical background. First it defines the key concepts of fashion, luxury and its position in modern world, then it is put into context with the fashion brands and their marketing strategy. It continues with the description of the key influences and attitudes of generation Z, based on the previous research conducted on this topic. Second part consists of the research itself, describing the chosen method of in depth interviewing and open code analysis. The conclusion contains the outcomes of the research, describing the six main factors generation Z considers when it comes to luxury fashion purchases.
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Perception of the Red Bull brand in the field of sports by generation Z
Švrčinová, Ester ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Perception of the Red Bull brand in the field of sports by Z generation Objectives: The main objective of this work is to identify the current perception of the Red Bull brand in sports from the perspective of the Z generation. Through marketing research, penetrate the awareness of sporting events organized by the company and find out the knowledge of Red Bull athletes among the young generation. Methods: In the bachelor's thesis, there are used methods of qualitative and quantitative research. More specifically, the technique of in-depth interviews and electronic questioning is used in these areas. Qualitative research is used to obtain information for understanding the overall corporate identity and defining questions for research. The method of quantitative research examines the current perception of the Red Bull brand by the Z generation. Results: The results of the research show that the image of the Red Bull brand is perceived very positively by the Z generation and the brand is attributed the desired characteristics. The young generation perceives the brand mainly as a confident, relaxed, funny, and professional and life loving brand. Red Bull ranked the fifth among brands in connection with sporting events held in the Czech Republic. However, awareness of selected Red Bull events has...
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Generation Z's perception of marketing content on social media
Drozdová, Barbora ; Hejlová, Denisa (advisor) ; Schneiderová, Soňa (referee)
Research shows that the youngest generation spends on average 10 hours per day of display time. Contents on social media are full of sponsored posts, however, there are not always marked. There were identified two main issues with advertisement on social media. First occurs when an advertisement is not marked or is not marked properly, the second occurs when the content is targeted to young audiences despite the fact that the content is highly inappropriate. Two researches of advertising on social media in Czech landscape from 2018 are introduced, qualitative and quantitative. After an analysis has been conducted regarding different approaches of stakeholders in the marketing industry, the findings suggest that regulations of audiovisual content in Czech Republic are highly inconsistent.
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Comparison of the athletes and bloggers influence on the behavioral intentions of secondary school students
Bernardová, Martina ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Comparison of the athletes and blogger influence on the behavioral intentions of secondary school students Objectives: The main objective of this diploma thesis is to compare the influence of athletes and bloggers on the buying preferences of the students of Czech high school through marketing research. Methods: In the thesis are used two interdependent methods. The first of these methods is a questionnaire survey, which includes 508 respondents who were high school students during the survey. 32 respondents separated in two groups attended the second method, which is a focus group. Results: The research results show that athletes influence the behavioral intentions of secondary school students more than bloggers in every researched sphere. The main difference in effectivity is clear from the comparison between both groups by respondents. Keywords: marketing communication, shopping behaviour, reference group, generation Z, sports celebrity, influencer
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Instagram influencers as new opinion leaders and their role in the life of teenage girls in the Czech republic
Ščamburová, Jana ; Supa, Markéta (advisor) ; Reifová, Irena (referee)
This thesis discusses the role of Instagram influencers in the lives of Czech teenage girls aged 15-18. The aim of the thesis is to understand how girls perceive these online creators, what kind of relationship they have with them and what role they play in their lives. Emphasis is placed on real experience girls have with Instagram and with the creation of influencers. The theoretical part of the thesis summarizes relevant theories, literature and research on selected issues. The practical part of the thesis focuses on the evaluation of the research, which was carried out with the help of a qualitative research method. In total, seven semi-structured in- depth interviews were carried out with teenage girls actively using Instagram. The main finding is that Instagram influencers are a natural part of these girls' lives. Relationships between followers and online creators can be described as parasocial. In order to succeed on Instagram, an influencer must be authentic, while the degree of proximity in the influencer-follower relationship is also important. The research pointed to a possible online platform migration of both influencers and followers, where Instagram is the target platform for users to operate. Instagram influencers play a social role in girls' relationships with their peers. The...
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Consumer buying behaviour of Generation Z
Viternová, Nikola ; Zezulková, Markéta (advisor) ; Klimeš, David (referee)
This bachelor thesis focuses on consumer buying behavior of generation Z. This generation is only the second youngest one, however it has been currently entering its productive age and accounts for one third of the world's population. Together with this, also the purchase power of Generation Z keeps rising continually thus a deeper understanding of generation Z in their role of consumers has been becoming necessary for marketing and sales departments. To offer a better understanding of this generation, especially as consumers, this is also the aim of this thesis. The theoretical part therefore draws attention to the problematics of consumer buying behavior, with attention mostly dedicated to the factors that have a significant impact on it, including the influence coming from the affiliation to a generational cohort. Generational cohorts are also the subject of the second chapter, which not only introduce them and characterizes previous generational cohorts, but particularly brings a summary of notions about generation Z. This generation is then described from various points of view, including their own specifics in consumer buying behavior. However, these are deeper examined through own qualitative research. The research is based on semi structured interviews with participants and aims to find...
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Online Communication of European Parliament and European Commision in 2014-2017
Tomaníček, Michal ; Shavit, Anna (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis is focused on online communication of the European Parliament and the European Commission in 2014-2017. To provide essential information about this topic, there is a description of these two Europeans institutions and their approach to communication, possibilities of online communication and definition of generations of Millennials and Generation Z. Descriptive part of this bachelor thesis is explaining the European Union institutions, their inner structure and strategic approach towards field of communication. Further in this chapter, there is a description of online platforms for communication used by the European Parliament and the European Commission. Namely: their official webpages, Facebook pages and profiles on Instagram and Twitter. In this part description and specifics of target audience - Millennial generation and Generation Z. Practical part of this bachelor thesis is about quantitative research which is done by questionnaire online survey among members of target audience. This research aims to explore the awareness of online communication of the European Parliament and the European Commission and its effectivity. Survey was mainly focused on online behaviour of Millennials and Generation Z with a stress on their knowledge about online communication of those EU institutions.
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Alcohol in Media According to the Generation Z: Youth Perception, Attitudes and Experiences
Mrázová, Markéta ; Zezulková, Markéta (advisor) ; Soukup, Martin (referee)
The aim of this thesis is to understand attitudes, perceptions and experiences of Czech adolescents, i.e. present representatives of Generation Z, with regard to the alcohol in the media. The theoretic part summarizes relevant researches, concepts and articles related to the topic of this paper. Therefore, the paper describes adolescents from the perspective of the generational context, explains the specifics of targeting the youth and also reflects their media behaviour. The theoretic part is further focused on description of various formats of alcohol in the media with regard to adolescents; the paper also explains the current legislative regulations of alcohol commercials in the Czech Republic. The practical part focuses on evaluation of own research, based on the principles of Q-methodology - a research approach which enables deeper understanding of attitudes, perceptions and experiences of the topic by the selected target group. Based on this research, it is concluded that Czech adolescents perceive alcohol in a positive way. This positive perception is further strengthened by its socio-cultural role in the Czech society and mainly positive presence in the media formats which support its confident perception. Adolescents' attitude towards the planned alcohol regulation is uncertain. They...
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