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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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Internet memes in president elections
Khan, Jakub ; Máchová, Eva (advisor) ; Švec, Kamil (referee)
This Bachelor thesis Internet memes in presidential elections deals with political internet memes in the USA in the period before the presidential elections in 2016. The thesis is divided into two main parts - theoretical and practical. In the theoretical part, memetics as academic discipline, is examined and the definitions of internet memes are listed. Next there are described related aspects of internet memes, like categorization, channels of spreading, reasons why internet memes are being spread and quality traits which make internet memes successful. The practical part tries to answer the question, which of the selected political internet memes are more successful, meaning which ones were more replicated and which quality traits have caused the success of them. For research purposes comparative analysis method was chosen.
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The comparison of the effectiveness of chosen channels of direct marketing of Sephora company in the pre-Christmas period 2017
Pomykalová, Iveta ; Máchová, Eva (advisor) ; Báča, Ladislav (referee)
Sephora is currently the world leader in the beauty retail industry. Gaining and keeping loyal customers plays a significant part in its marketing strategy. Chosen tools for accomplishing this goal are the loyalty club and direct marketing communication targeting its members. The focus of the first part of this thesis is to introduce direct marketing and its main tools followed by their usage and practical evaluation. For this evaluation, the author chose Sephora's direct marketing campaign from the pre-Christmas period of 2017. Moreover, the theoretical part of this thesis presents Customer related management (CRM), its types and benefits to a company, loyalty clubs and the importance of impeccable database segmentation as all those elements are essential for a successful direct marketing campaign. The practical part of this thesis analyses the chosen segments of the pre-Christmas campaign and applied direct marketing tools. Chosen methodology for this part was descriptive analysis. The aim of the thesis is to evaluate and compare the effectiveness of chosen tools as well as to select the most effective ones for future communication between the company and its customers which could lead to more effective allocation of company's monetary resources.
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Communication of the release of a musical album on social networks
Hrdlička, Daniel ; Máchová, Eva (advisor) ; Koudelková, Petra (referee)
The bachelor thesis "Communication of the release of a musical album on social networks" deals, as the title itself suggests, with the issue of communication of musicians on social networks at the time of the release of their new album. For the purposes of the work, the author has chosen the most relevant social media for musicians - Facebook and Instagram. The theoretical part deals with two themes. The first is marketing communication - its definition, basic principles and description of the communication mix. One of the chapters gives an insight into the specifics of communication in the sphere of musical performers. The second theme of the theoretical part of this work is social networks. Besides definition and history, the author also focuses on their communication specialities, and in detail discusses two of the above-mentioned social networks. The practical part is divided into three chapters. The first of them deals with the general characteristics of three selected artists who released a new musical album in 2018. The fourth chapter overall analyzes their communication on Facebook and Instagram at the time of its release. The fifth chapter compares and summarizes analyzed communications. The aim of this work is to find out how musicians should optimally communicate on social networks at...
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Impersonalization strategies in English, French and Czech: the translation counterparts of the French pronoun "on"
Machová, Eva ; Malá, Markéta (advisor) ; Šaldová, Pavlína (referee)
The subject of this bachelor thesis is the analysis of the character of the general human agent, in English and Czech. The thesis analyses English and Czech translation counterparts of the pronoun on which serves as a marker of the general human agency in French. This pronoun has numerous functions but our thesis will study only its generic use. Nor English, neither Czech has a direct translation equivalent of on so they use divergent language means with different primary functions. These language means can be explicit or implicit and they had been analysed in studies of Dušková (1999), Tláskal (2004), Čermák (2010) or Železná (2011). This bachelor thesis studies the character of the individual translation counterparts in both languages and how was their choice influenced by the features of the French text. The analysis was based on the material from 4 French novels and their translations to English and Czech. 25 random examples were excerpted from each novel and these were studied together with their translations. The resulting translation counterparts of on are analysed separately in English and Czech. They are classified by the type of reference and if they are congruent or divergent means of translating on. The final analysis studies the most frequent counterparts of on which show similar...
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Analysis online communication of RunCzech running series in compared to foreign marathons
Machytka, Matěj ; Máchová, Eva (advisor) ; Shavit, Anna (referee)
The main object of this thesis is to examine, evaluate and suggest improvements for online communication of Prague International Marathon together with the largest Czech series of road races, RunCzech. In order to pursue this goal, I have conducted a survey among 158 runners. In the theoretical part, the basics of marketing, branding and consumer buying behaviour are mentioned. Great attention is paid to marketing in the online environment, especially on social networks. For the conclusions of my work, I also use internal data of RunCzech, which was provided to me by the company. In addition to internal data and interviews with RunCzech marketers, I also conducted a content analysis of RunCzech profiles on Facebook and Instagram to find their shortcomings. RunCzech races are also compared to major international races such as the Virgin Money London Marathon and the Boston Marathon.
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The approach of Czech and Slovaks advertisers to advertising on conspiracy and propagandistic websites
Hrivňák, Adam ; Máchová, Eva (advisor) ; Vranka, Marek (referee)
The aim of this thesis is to provide insight into problematics of buying programmatic advertising on conspiracy and propagandistic websites. Besides it presents the approach of Czech and Slovak advertisers to advertising on mentioned websites. In theoretical point of view thesis discusses the cause from 3 different perspectives. First the thesis provides technical approach as it shows how programmatic advertising works. Second aspect examines if presence of these websites is in contrary to mass media and journalism ethics. Third perspective then discusses brand safety on the Internet. At the end the thesis offers the results of our research which focuses on approach of Czech and Slovaks advertisers to advertising on conspiracy and propagandistic websites. Then we put the results of our research in contrast to theoretical perspectives.
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Marketing communication of company Shoptet with focus on the online channels
Štěpka, Lukáš ; Máchová, Eva (advisor) ; Klimeš, David (referee)
The Bachelor thesis analyzes possibilities for marketing communication of Shoptet (e-commerce developing company) via online channels which are mainly used because of the industry the company operates in. The task of the thesis is to offer a comprehensive look at this wide topic, whose importance has been growing and all companies regardless of their size use it. The author tries to grasp this area, which is currently diversifying into smaller sub-sections, as a one and show the connections between the sub- sections. The first part briefly sums the theory of marketing communications in general and subsequently applies those theories on the company. Descriptive method is used for analyzing various channels and marketing techniques that the company uses in its communications, and puts them into the context of general trends and knowledge in this area. The aim is to create a coherent description of marketing communications, including assessment of its level, which is applicable to the planning and evaluating the communication of other comparable entities.
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Immigration to Facebook Virtual Community and the Impact on Prague Offline Relationships
Bakalářová, Jana ; Máchová, Eva (advisor) ; Švelch, Jaroslav (referee)
These days old-fashioned ways of developing and maintaining relationships suffer from the fast-growing CMC communication. Following this does this evolution of computer-mediated communication have an influence on social relationships, friendships and user behavior? This thesis examines how strongly can social media influence people, their cultural identity and online/offline bonds. The thesis is mainly focused on Facebook social network, which currently brings together more than a billion people. My work is based on three hypotheses and my aim is to confirm or disprove whether people consciously dissemble and show better me than fact, whether our behaviour online has an affect on offline relationships in terms of weakening ties, and whether the Facebook relationships have weaker ties than traditional offline relationships. This thesis will be based on a survey of at least 400 people from Prague regarding their use of Facebook to form and maintain relationships. The questionnaire survey is based on the theories of CMC created by theorist Christian Fuchs in his publication Internet and Society: Social Theory in the Information Age published in 2008.
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Use of Search Engine Optimization in Czech Companies
Dokoupilová, Eliška ; Koudelková, Petra (advisor) ; Máchová, Eva (referee)
The bachelor thesis is dedicated to search engine optimization, also known as SEO. SEO pursues various aspects of a web page, for instance its structure, design or content, and adjusts them in order to be suitable for processing by fulltext search engines such as Google or Seznam. The purpose of optimization is getting more traffic to a web page by appearing as high as possible on a generated search engine result page. Apart from gaining more leads, thorough SEO activities also have a positive impact on the quality of a web page, its accessibility, user- friendliness and brand image. The aim of the thesis is to introduce SEO as an effective marketing tool and explore its use in Czech businesses. Therefore, the analysis of the primary and secondary sources introduces the issue of SEO and explains the importance of search engine optimization in a marketing strategy. The theoretic knowledge is followed by the practical section which concerns with the keyword analysis of a chosen web page and the research carried out among Czech firms by the method of a questionnaire survey and interviewing. The bachelor thesis is concluded by the chapter presenting the results of the survey and interpreting the data regarding the use of SEO as a digital marketing tool in Czech companies.
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