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Strategic brand communication on Instagram
Marková, Kateřina ; Láb, Filip (advisor) ; Zezulková, Markéta (referee)
The main objective of this master thesis is to describe the way Czech brands are using Instagram in their strategic communications. Instagram allows brands to share information about their products, communicate with fans and to gather feedback. This two-way communication also influences the development of a brand identity. The theoretical frame focuses on concepts related to strategic brand communications on Instagram and it describes tools and features that can be used in this process. Collaboration with influencers is also mentioned as one of the crucial strategies. Qualitative research was conducted using in-depth interviews with curators and strategists responsible for Czech brand accounts on Instagram. The sample consists of six brand accounts, representing various industries (fashion, car industry, photo products, electronics, food and FMCG). The data obtained from these interviews were divided into six groups where the role of Instagram, content creation, hashtags, the use of Instagram features, collaboration with influencers and future predictions were mainly emphasized. The results of this thesis could potentially serve as an inspiration and recommendation for smaller companies or brands that just started using Instagram in their communication plan.
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Fashion bloggers from the view of the personal branding and their role of opinion leaders
Marková, Kateřina ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
This bachelor thesis focuses on fashion bloggers, their personal branding and role of opinion readers. It summarizes theoretical knowledge about fashion blogs, Czech blogosphere, personal branding and opinion leaders. By using a descriptive analysis, this paper attempts to describe some of the methods bloggers use to brand themselves. The purpose of this research is to find common values and define the key to success. Their role of an opinion leader is also questioned in this work. Using a questionnaire, this work also evaluates reader's perspective on blogs. An important part is researching and conducting interviews with some of the industry insiders. The last chapter focuses on the forecast of near-future trends in fashion blogging.
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Fashion bloggers from the view of the personal branding and their role of opinion leaders
Marková, Kateřina ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
This bachelor thesis focuses on fashion bloggers, their personal branding and role of opinion readers. It summarizes theoretical knowledge about fashion blogs, Czech blogosphere, personal branding and opinion leaders. By using a descriptive analysis, this paper attempts to describe some of the methods bloggers use to brand themselves. The purpose of this research is to find common values and define the key to success. Their role of an opinion leader is also questioned in this work. Using a questionnaire, this work also evaluates reader's perspective on blogs. An important part is researching and conducting interviews with some of the industry insiders. The last chapter focuses on the forecast of near-future trends in fashion blogging.
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Parents returning to work after parental leave in the eyes of recruiters
Marková, Kateřina ; Křížková, Alena (advisor) ; Tuček, Milan (referee)
Work, and more particularly paid work, is an essential part of decent human existence. Current conditions on the Czech labour market cannot be considered friendly towards parenthood and parenting duties. The common pressure to fully adjust to the employer's needs and very limited opportunities of family-friendly forms of employment together with other factors have led to a situation where parents of small children (and particularly mothers) find themselves in a disadvantageous position. Family policies do not aim to improve that position and institutional child care does not have sufficient capacity. The qualitative research undertaken for the purpose of this thesis therefore focuses on personal managers as representatives of employers in the employee recruitment process, more precisely on conceptions (stereotypes) personal managers have of men and women, of parents in general and most importantly of parents returning to the labour market after their parental leave. It is very important to research these conceptions (stereotypes) because they are an integral part of the employee selection process and are reflected in the decision-making about hiring/not hiring an individual for a position.
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Philosophical aspects of environmental aducation and consulting
Marková, Kateřina ; Hogenová, Anna (advisor) ; Semrádová, Ilona (referee) ; Švecová, Milada (referee)
TITLE: Philosophical aspects of environmental education and consulting AUTHOR: Mgr. et Mgr. Kateřina Marková DEPARTMENT: Department of civics and philosophy SUPERVISOR: Prof. PhDr. Anna Hogenová CSc. ABSTRACT: This Dissertation deals with philosophical bases of environmental education. It conducts a survey of a historical development from nature protection education, through environmental care, ecological education, and environmental education up to education for sustainable development in the Czech Republic. In the chapter "The Reasons of environmental education" certain until now nonanswered questions are formulated, following the chapter where Fink's educational antinomies are discussed. Environmental schools are described by Činčera like ecological education - positivistic stream, global education, deep ecological education and way back to roots, education for sustainable development, and education for ecoliteracy. The crucial theme of the Dissertation is the chapter of a philosophical base of the environmental education. According to Patočka and Palouš we are living just now in an era that can be called as ecological one. From the presented theoretical analysis under a help of philosophy, or more exactly said philosophy of education, followed cardinal philosophic topics of ecologic education, that...
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Irony speaks, or how to depict an elf wearing a hat that makes him invisible. Irony in the first chapter of the first part of Kierkegaard's work The Concept of Irony with Constant Reference to Socrates
Marková, Kateřina ; Kouba, Pavel (advisor) ; Humpál, Martin (referee)
The presented diploma thesis deals with the text called The conception made possible, which forms the first chapter of the first part of Soren Kierkegaard's dissertation The Concept of Irony with Constant Reference to Socrates. The diploma thesis has two parts. The first part is a contribution to the scholarly discussion on irony in Kierkegaard. It is an ironic interpretation of the text in question and it illustrates and describes the way in which Kierkegaard represents irony in this text. By means of an analysis of the discrepancy between the declared aim of The conception made possible and the actual realization of this aim, the first part of the diploma thesis comes to the conclusion that even though the representation of irony is not declared to be the aim of the text it actually is its real aim. It is just by means of this analysis that it becomes clear how Kierkegaard represents irony in the text. At the same time, the first part of the thesis shows that in The conception made possible Kierkegaard uses the indirect communication. The second part of the diploma thesis is a contribution to the field of literature: it consists of a Czech translation of The conception made possible which illustrates the explanations of the first part.
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Psychology of happiness
Marková, Kateřina ; Uhlář, Pavel (referee) ; Bahbouh, Radvan (advisor)
In theoretical part of this thesis the aim is to define the concept of happiness with its broader consequences. As the basic frame for following reasoning is chosen the assumption of an emotional basis of happiness therefore the concept of emotion is discussed in detail. Besides the basic approach to happiness the fundamental historic view follows including religion, philosophy and psychology. After that happiness is defined in detail followed by differential definition, folk concept of happiness and broader partition. In this thesis the interest also focuses on biological, social, psychological and spiritual aspects of happiness, which are discussed in detail. For a summary the factors influencing happiness are recapped in a special chapter. The interest also focuses on happiness from developmental view. As the imaginary height of the whole theoretical part are considered the chapters about the effects of happiness, meaning and positive strategies with the special regard on the consequences, an inner source and the possibilities of improving happiness. In the empirical part of this thesis the aim is creating the grounded theory of happiness based on qualitative methodology. This theory expresses the specific categories with their relationships as occurring in individual interviews and offers the...
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The Impacts of the Hurricane Katrina on Lower Social Class: the Disclosure of a More Common Problem
Marková, Kateřina ; Kozák, Kryštof (advisor) ; Calda, Miloš (referee)
The diploma thesis "The Impacts of the Hurricane Katrina on lower social class: the disclosure of a more common problem" deals with the case study of consequences of a natural disaster on the American society in the city of New Orleans. Even though Katrina hit the region in 2005, the thesis is describing also the situation before the hurricane, which led to the adjustment of current social conditions. The main aim of the paper is to introduce the situation of the American lower class to the Czech reader and to show the results of an unsolved problem. The thesis is divided into five parts. The first one deals with the sociological definitions of the social class and its connections with race and natural disasters. The second part is the case study itself, how people handled the situation and which decisions from the past led to the breach of levees. The third part describes the immediate response of federal, state and local governments and the fourth part deals with long-term effects. The last part shows the international reaction and possible change in the view on the United States.
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