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Strategic Communications of Sustainable Urban Mobility Topics
Běnek, Ondřej ; Koudelková, Petra (advisor) ; Vranka, Marek (referee)
| DT Strategic Communication of Sustainable Urban Mobility Topics | Běnek The aim of the thesis is to describe and define the type and themes of communication and good practice of procedures and approaches that are effective in gaining support forsustainable (especially urban) mobility in the context of institutional strategic communication in the Czech/European context. This creates a suitable theoretical framework for strategy development at the municipal level and gives officials, practitioners, and politicians a tool that will enable them to use strategic communication effectively to improve living conditions in cities. The theoretical part discusses the function of the public urban space, especially its transport function, introduces the different modes of transport (car, pedestrian, cycling, public transport, and their combinations) and offers a description of their effects on the city and its citizens, also points out the evolution of the transport regime and discusses approaches and policies that support sustainable modes of transport. It also discusses thefield of strategic communication as a tool for promoting sustainable transport, particularly from an institutional perspective, and describes the communication of change, the stakeholders involved, and the topics to be communicated. The...
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How to ask for donations: an experimental approach to fundraising on social media
Hamrová, Alžběta ; Vranka, Marek (advisor) ; Houdek, Petr (referee)
The objective of this thesis was to compare the effectiveness of different psychological effects used in fundraising and to determine which ones are most effective in motivating people to donate in a digital landscape. The research consisted of a field experiment that tested the following elements of charity appeals using social media ads of the organisation UNICEF Czech Republic: gain and loss framing, message type (statistical or anecdotal information), and the use of inclusive or exclusive language. Based on the data, there were no statistically significant differences in the donation intention using the above methods. Thus, for the most part, the results did not support the findings of previous laboratory experiments, which is subsequently set in the broader context of replicability of social science studies. The thesis highlights the importance of retaining some degree of detachment when implementing strategies based on findings from laboratory research into practice. There are reasons to be cautious, both because of the publication bias and because of the diverse conditions in which research takes place, which may influence the effectiveness of particular fundraising tactics. The main contribution of this paper lies in the high ecological validity of the field experiment and the subsequent...
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The role of the social media at the development in the course and during recovery of an eating disorder
Doležalová, Adéla ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The prevalence and influence of social media, especially among the younger generation, are steadily increasing. Concerns about the potential negative impact on the mental health of users, especially those who are more sensitive and vulnerable to external influences, are also growing. The topic of this bachelor thesis is the role of social media in the development, in the course, and during recovery from an eating disorder. The theoretical part of the thesis provides an insight into eating disorders and social media and also outlines the possible positive and negative aspects that social networks bring in relation to the disorder. The practical part is conducted in the form of qualitative research, specifically in-depth interviews. The respondents are young women who have been diagnosed with an eating disorder in the past. They aim to provide a deeper understanding of the relationship between social media and eating disorders from the perspective of the affected individuals, to find out what role social media played in the different stages of their illness, as well as identify specific positive and negative factors that the use of social media in the context of ED brings.
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Case Study of MADMONG as an example of marketing on Twitch
Pecíková, Laura ; Koudelková, Petra (advisor) ; Vranka, Marek (referee)
The aim of this diploma thesis is to identify which specific marketing tools were used by MADMONQ in order to reach its current stable position on Czech-Slovak gaming and streaming scene. The brand, originally a startup, became famous by bringing a whole new product to the gaming market, the first nutritional supplement made specifically for gamers. And its breakthrough was able to happen mainly thanks to the Twitch streaming platform. Therefore, the qualitative research of this thesis is set into a context of history and characteristics of Twitch, game marketing, the streaming phenomenon and influencer marketing. The research itself, which results in a complex case study, is based upon an in-depth interview with MADMONQ's founder and current CEO Michal Noga, on an analysis of the brand's online marketing tools, a SWOT analysis and on a survey in which streamers promoting products by this brand on their streaming channels took part. The case study is exposing the best and worst practices which led MADMONQ to its current position and explains the brand's communication strategy, which is from the very beginning focused on solely gamers, while striving to fulfill its mission that every gamer gives health the same amount of attention, they give to their hardware setup.
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What the music in Czech television commercials consist of
Blažej, Jáchym ; Vranka, Marek (advisor) ; Hroch, Miloš (referee)
The study "What does music in Czech television commercials consist of?" deals with music used in television commercials. In particular, what the music consists of, how its selected elements work and how they are applied in commercials. The work is divided into two parts - theoretical and practical. The theoretical part introduces the subject area - advertising, television advertising, music and music in advertising and their individual selected elements, followed by the research part. In the research part, the chosen research methodology is first introduced and justified and then the data resulting from the quantitative analysis of selected elements of music in 100 television commercials are presented. It is answered what the general characteristics of music are, what instruments are included in it, what sets of tones it consists of and how the selected elements apply to the advertisement and to themselves. The general properties are understood as how many ads the music is contained in, its length relative to the total length of the ads, its level of activation - here the unifying properties of tempo, dynamics and rhythm, and some other properties. Next, the different identified musical instruments included in the music are presented and, in selected cases, their use is justified in terms of...
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A Systematic Review: Financial Reward and Behaviour of Participants in Experiments on Confirmation Bias
Kunc, Benjamín ; Lukavský, Jiří (advisor) ; Vranka, Marek (referee)
This thesis studies the impact of financial rewards on the behavior of participants in behavioral experiments studying confirmation bias. Firstly, it describes theories on cognitive biases with emphasis on the confirmation bias and introduces theoretical approaches towards this bias and also the results of existing empirical studies. Furthermore, the thesis shows pitfalls of potential metaanalysis studying the impact of financial rewards on confirmation bias via a systematic review of experimental studies. Then, the thesis introduces a proposal of such metaanalysis with the intention to draft potential solutions for the issues of the experimental studies, which were described in the review. Within the proposal, a calculation of power-analysis is made and it shows the impact of a high heterogeneity of the experiments studying confirmation bias. Keywords Literature review; Confirmation bias; Incentives; Experiment; Methodology; Metaanalysi
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Analysis of marketing communication of SK Slavia Praha during the Covid-19 pandemic
Hlaváč, Marek ; Turková, Kateřina (advisor) ; Vranka, Marek (referee)
1 Abstract This bachelor thesis analyses the marketing communication of the most successful Czech football club in recent years, SK Slavia Prague. Football has been the most popular sport in the Czech Republic for a long time, and the Covid-19 pandemic affected it greatly, as all competitions were interrupted for a long time and professional competitions were played in front of a limited capacity of spectators. In this thesis I analyse theoretical concepts from the world of sports marketing, the specifics of financing football clubs in the Czech Republic and the Covid-19 pandemic itself. In the practical part I analyse the marketing communication of SK Slavia Praha focusing on two periods during the pandemic, in the first period matches were not played at all and in the second period they were played without spectators or with a limited number of spectators in the stadium. In this thesis I analyse how the club's communication changed, which under normal conditions was aimed at getting fans to come to the stadium. I investigate what content the club created to retain and continue to attract fans. The result is a content analysis of two distinct periods, from which conclusions and recommendations for further communication of SK Slavia Prague are drawn.
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Exploring types of social-impact campaigns promoting road safety and how these are perceived by young drivers
Popiolková, Michaela ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The aim of this bachelor thesis is to get to know how selected road safety campaigns are perceived by young males aged 18 to 24. The theoretical part defines the concept of social marketing, presents the main objectives of road safety campaigns in general and compares several existing studies on the effectiveness of social campaigns with a focus on road safety. Subsequently, the thesis describes the three types of advertising appeals and the social psychological Theory of planned behavior, which is widely used to predict behavior and is applied in the research. The practical part is devoted to describing the qualitative research conducted in the form of interviews with six respondents. In the last section, the research questions are answered and the main findings are presented.
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The influence of personality and selected media on the perception of the Covid-19 pandemic
El Hadjoine, Muhamed Amin ; Vranka, Marek (advisor) ; Ježková, Tereza (referee)
The subject of this diploma thesis is the issue of spreading false reports about the disease COVID-19. The work aims to map the relationship between personality traits, political orientation, used sources of information, and susceptibility to conspiracy theories in the Slovak Republic with the help of quantitative research, specifically a questionnaire survey. The theoretical part of the thesis explains the key concepts, concepts related to false reports, their characteristics and dissemination practices. Following the set goals, it presents psychological factors that influence the spread of false information, justifies the tendency of a large part of the population to trust false reports, and presents the concepts of a five-factor model of personality and cognitive reflection testing. The practical part of the work is devoted to research, the aim of which was to present the factors influencing the tendency to consider false reports about the disease COVID-19 to be credible. Greater attention has been paid to the influence of individuals' personalities on their attitudes to pandemics. The data collected in the form of a questionnaire survey suggest that personality characteristics do not have a significant effect on the tendency to believe in false reports. However, research suggests that...
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