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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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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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Marketing in online gaming environment aimed at children
Hnátková, Petra ; Rosenfeldová, Jana (advisor) ; Houdek, Petr (referee)
The bachelor thesis focuses on the topic of marketing aimed at children in the online gaming environment, specifically on the children's perception and understanding of it. The theoretical part defines the concept of marketing aimed at children and deals with the associated legislation. It then examines marketing in the online gaming environment, its development and its form in two selected cases, i.e. within the Roblox gaming platform and in the Fortnite game. Subsequently, the thesis examines children's perceptions of marketing based on previous research and the critical perspective of experts on marketing in the online gaming environment aimed at children. The research part of the thesis investigates the perceptions and understandings of marketing to children in Roblox and Fortnite by children aged 8-17. The results of the quantitative questionnaire survey show that only two-fifths of children understand the marketing purpose of brands within games. However, this ability improves with age. At the same time, a possible correlation was found between understanding of the marketing purpose and two other factors: time spent with the games and interest in making purchases in both of the games.
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Comparison of T-Mobile, Vodafone and O2 brand strategies: effectiveness of communication and adaptation of trends addressing Gen Z
Sedláčková, Barbora ; Rosenfeldová, Jana (advisor) ; Houdek, Petr (referee)
Telecommunications technology surrounds us every day. Generation Z, along with Millennials, are the so-called digital natives and currently represent the strongest direct and indirect buying power. Companies have thus shifted their communications in a big way to the digital space in an effort to effectively target and reach this age group. This bachelor thesis compares the communication strategies of telecommunication brands T-Mobile, O2 and Vodafone on social media platforms, specifically Facebook, Instagram and TikTok. It focuses primarily on the effectiveness of communication and the ability to adapt trends that appeal to Generation Z. The theoretical part of this thesis introduces and explains basic terms such as Generation Z, trends, social networks and influencer marketing, which are key to this thesis. In the methodological part, the author presents four set research questions, which are answered in the conclusion of this thesis. The research part of this thesis is divided into two parts - an analysis of telecommunication brands' communication on selected social media platforms, which focused on the time period from August 1, 2023 to February 29, 2024, and a quantitative questionnaire survey. The research part of this bachelor thesis shows that the T-Mobile brand performed best not only in...
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Biological and social predictors and correlates of human morality
Kopecký, Robin ; Flegr, Jaroslav (advisor) ; Špinka, Marek (referee) ; Houdek, Petr (referee)
In this dissertation, we delve into the multifaceted domains of biological and social factors influencing human morality. The connecting element of this collection of four studies is both an interest in human morality as a traditional philosophical topic and the use of methods from empirical sciences, particularly biology, behavioural, and cognitive sciences. The first study focuses on the moral algorithms in autonomous vehicles. We examined moral preferences regarding the choice between software types that differ in their built-in algorithms for dealing with lethal collisions. These are categorized into three specific types: selfish, altruistic, and conservative. Respondents exhibited a preference for the altruistic strategy, which is reinforced when signalled to others. The altruistic preference is the most pronounced when it applies to everybody else, weaker when it reflects only a personal choice, and the weakest when choosing for one's own child. We conclude that making a choice public significantly sways individuals towards a more socially beneficial solution. The second study investigates the relationship between parasite Toxoplasma gondii infection and its subsequent impact on human political beliefs and values. Infected participants exhibited a tendency towards heightened tribalism and...
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Male gaze in advertising of shaving products targeted to women
Pollaková, Kateřina ; Rosenfeldová, Jana (advisor) ; Houdek, Petr (referee)
The bachelor's thesis Male gaze in advertising of shaving products targeted to women deals with the topic of male gaze in advertisements for women's razors. The aim of this work was to find out whether and if the male gaze manifests itself in advertisements, or if the depiction of women in advertisements changes over time. The qualitative content analysis showed that the male gaze is manifested in advertisements for women's razors, and even that its influence on the portrayal of women has changed over time.
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Marketing analysis of advertising advertised on pornographic websites
Trpkoš, Jan ; Koblovský, Petr (advisor) ; Houdek, Petr (referee)
This bachelor thesis deals with the analysis of marketing communication on pornographic websites. The thesis is divided into two parts - theoretical and research. The theoretical part explains the concept of pornography, outlines its issues and the requisites of advertising advertised on pornographic sites. In the practical part, a quantitative method of data collection is first carried out and then the individual specifications of advertising on pornographic sites are examined using a qualitative interview method. The data obtained show that the ads follow the classical structure of advertising communication, but due to the environment in which they occur they are absolutely different in quality and content.
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Local gastronomy as a destination brand: Czech Republic case study
Kunc, Martin ; Koudelková, Petra (advisor) ; Houdek, Petr (referee)
Various destinations today are struggling with a variety of challenges where they are forced to come up with interesting and innovative marketing communication solutions to attract travellers and build their overall image. This is also a difficult task due to the recent Covid-19 pandemic, which has significantly affected the tourism industry. One of the areas that countries and regions are making use of is local gastronomy, and this is no different in the Czech Republic. This thesis aims to find out how the Czech Republic generally works with the topic of local gastronomy, how it is perceived by active travellers and where its communication opportunities lie in this area. The theoretical part of the thesis gradually maps the functioning of local brands, then describes the tourism segment and marketing of this area. It also explores the topic of gastronomy in the context of the national brand and also maps the communication of the Czech Republic and its long-term vision. The research part of the thesis then examines how the Czech Republic works with the theme of gastronomy to attract tourists, whether is is an important decision factor for travellers and describes the opportunities that the country could exploit in its marketing communication. A combination of methods was chosen for this research,...
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