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The Perception of Woke-Washing Marketing by Generation Z Members in Slovakia
Rybárová, Veronika ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The subject of this thesis is the perception of woke-washing campaigns by members of Generation Z in Slovakia. It focuses on the influence on behavior, opinions, thought processes that such campaigns evoke, perception of the authenticity of these campaigns and the criteria according to which Generation Z evaluate activist campaigns in Slovakia.The theoretical part clarifies the definitions of terms, demonstrates examples, describes the perception of these campaigns internationally, the criteria according to which we distinguish brand activism and woke-washing and the ethical impact of the issue, as well as what we know about the regional context.The practical part explains the methodology, course and findings of the research, the aim of which was to find a deeper understanding of the perception of woke-washing campaigns in a selected sample of respondents. The research showed that the authenticity of brand-activism campaigns can be an important factor in shaping the final opinion of the campaign, but no significant conscious change in behavior was detected.
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