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Marketing communications and the use of influencer marketing of PRIME, hydration drinks
Soukup, Richard ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
Influencer marketing is nowadays a very widespread and powerful tool used especially on social networks to implement marketing strategies. This paper discusses the use of influencer marketing in connection with the PRIME brand of beverages based on just two influencers. The thesis includes a description of the other marketing communication activities of this brand with an emphasis on sports sponsorship and collaboration with athletes. An analysis of the brand's competition in the United States has been conducted and reasons have been given for the brand's decision to target European sports clubs in particular. The aim of the thesis was to present the success the brand has gained in its short existence in the foreign market and to compare it with the general perception in the Czech market. The effect of influencer marketing and other communication tools of the brand on the Czech consumers, the awareness of the brand founders and the perception of the products offered were investigated using an anonymous quantitative online questionnaire survey conducted on 100 respondents. As a result, it was found that the Czech market is familiar with both brand founders and influencer marketing has an effect on 66% of all respondents, however, other communication tools of the brand do not have the desired effect...
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Sustainability communication in the coffee indrustry
Mičolková, Martina ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis deals with the analysis of sustainable communication in the coffee industry, focusing on the brands Nespresso and Starbucks, and examines how these initiatives are perceived by consumers. The theoretical part of the thesis focuses on green marketing and the coffee industry, identifying specific challenges within sustainability in this sector. The practical part of the thesis combines two main research methods: content analysis of social media and quantitative research in the form of a questionnaire survey. The content analysis monitors the sustainable communication of the Nespresso and Starbucks brands on the social network Instagram, aiming to identify the topics and key words through which the brands communicate sustainability and the users' reactions to these posts. The quantitative research then examines public attitudes and engagement towards sustainability in the coffee industry and the communication initiatives of the Starbucks and Nespresso brands. The results of this research can provide brands with data on consumer preferences and expectations regarding sustainability and its communication in this field.
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Anglicisms used in czech online media
Matejićová, Andrea ; Schneiderová, Soňa (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor's thesis entitled "Anglicisms used in Czech online media" contains two main parts, theoretical one and practical one. In the theoretical part, the thesis focuses on anglicisms from the viewpoint of linguistics, the development of anglicisms and methods of adaptation into the Czech language. In the practical part, an excerpt of anglicisms from selected online media is implemented: ČT24, iRozhlas, Seznam Zprávy and Deník N. These media were selected based on the Oxford Digital News Report study for the year 2023. Each of the media is briefly characterized. Excerpted anglicisms are divided into two categories: adapted and non-adapted anglicisms. Each anglicism is characterized using the online Cambridge Dictionary and Oxford Learner's Dictionaries and further interpreted in the context in which anglicism is used. This is followed by a chapter on the evaluation of findings from the practical part. A total of 29 anglicisms were extracted; the most anglicisms were used in the private media Deník N (27 expressions), the least on the public service media website ČT24 (13 expressions). Most anglicisms related to culturally oriented texts or texts with social and minority subjects. The aim of this bachelor thesis is to describe individual anglicisms and interpret the context of their use in...
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User experience with AI technical support in customer service: a case study of use in the Czech Republic
Suková, Valentýna ; Klabíková Rábová, Tereza (advisor) ; Moravcová, Hana (referee)
The aim of this bachelor thesis is to map the user experience of using AI customer support in customer service. This form of customer support in the context of the current AI boom is a hot topic that is perceived very differently by different demographic groups. This thesis focuses on the current use of AI technical support in the Czech Republic and its perception by the public. The theoretical part of the paper starts with a basic explanation of the terms used in the text. It then presents a brief history of the development of chatbots and maps their gradual implementation into customer service. It also discusses the limitations that occur when using artificial intelligence in customer service. The practical part of the thesis is carried out in the form of quantitative and qualitative research aimed at gaining a deeper understanding of the attitudes of the different participants towards this issue. Specifically, a questionnaire survey and a focus group were conducted. After introducing the methodology, the thesis proceeds by analysing the results of these surveys and answering the predetermined research questions.
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Humor vs fear/ change of appeal in Aggression kills campaign
Nováková, Beáta ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
The aim of the bachelor's thesis is to compare the effectiveness of negative and positive appeal in the campaign Aggression Kills, which was created as cooperation between the Czech Association of Insurance Companies, BESIP and the Police of the Czech Republic.The theoretical part defines the concepts of social advertising and emotions in marketing. It also describes examples of Czech and foreign road safety campaigns and information about the Aggression Kills campaign. This campaign has produced six TV and radio spots, which differ in their appeal, one is negative and one is positive.The practical part is in the form of a qualitative structured interview with nine respondents aged 18-24. The respondents were divided into three groups and each group was shown a different pair of spots. After watching both spots, respondents answered a set of questions. The aim was to find out which appeal they found more effective. After 6 weeks, respondents communicated their feelings again, this time without having seen the spots before, so that their answers were based only on what they remembered. The aim of the practical part was to compare which appeal in the message respondents remembered after a time lapse.
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Strategic communication of Crossfit: fulfilling the brand discourse through the eyes of Czech Crossfit athletes
Světelská, Denisa ; Klabíková Rábová, Tereza (advisor) ; Turková, Kateřina (referee)
The thesis "Strategic communication of Crossfit: fulfilling the brand discourse through the eyes of Czech Crossfit athletes" deals with a qualitative analysis of brand perception by individuals participating in CrossFit. From a theoretical point of view, it covers the explanation of the concept of brand and also looks at the models that are used in brand making and branding. It also focuses on brand communities, their specificities and their contribution to brands. CrossFit, the history of branding and other essentials that CrossFit presents are then specified in detail. This includes the gym environment and specific training regimen. The available analyses of the brand's communication are also outlined. Part of the theoretical background includes an overview of the CrossFit community from previous analyses. Through semi-structured interviews on brand communication, competitive advantages and differences from other sports and the CrossFit community being an integral part of the brand, the dimensions of branding used were unravelled. Through individuals' experiences with the brand, the thesis aims to identify the factors that contribute to the success of the brand in the sporting area, as well as how the brand impacts the individuals themselves. Thus, attention is also paid to the impact of the...
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The expectations of citizens of the Czech Republic aged 18-25 from the media communication of the President of the Czech Republic on the example of Petr Pavel
Homolová, Radka ; Klabíková Rábová, Tereza (advisor) ; Lütke Notarp, Ulrike (referee)
This bachelor's thesis "Expectations of Czech citizens aged 1825 from the media communication of the president of the Czech Republic using the example of Petr Pavel" aims to reveal and describe what values, characteristics, approaches and elements this population group expects from the president's communication, to map their perception of media communication of the presidential office and give a more accurate picture of their method of obtaining information about the performance of the office of the president. Furthermore, this thesis focuses on obtaining a comprehensive idea of the ideal frequency and channels for the media presentation of the president from the perspective of the investigated age group. This bachelor's thesis opens with a theoretical part introducing values, factors and concepts of media communication described in scientific literature, as well as studies, researches and findings in the field of media communication related to the consumption of media by the examined age group. In the second part, the thesis deals with the methodology of the research presented in the third and final part of this bachelor's thesis. The research was conducted in two stages. The first phase consisted of quantitative research in the form of a questionnaire survey, the results of which were then used...
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Czech journalists pressured by online threats
Sojková, Nikola ; Klimeš, David (advisor) ; Klabíková Rábová, Tereza (referee)
The diploma thesis Czech Journalists Pressured by Online Threats deals with online threats to which Czech journalists are exposed. It focuses on evaluation of the proposed solutions, their perception of the role of media houses in the context of the whole issue, and the drafting of internal guidelines addressing possible forms of online harassment. The aim of the work is to map the Czech journalists' view of the current situation, building on quantitative data from the same year. The work also aims to improve the protection of journalists in the online space and to strengthen media freedom. In the theoretical part, possible phenomena causing the issue of this study are presented, along with available, mostly foreign, data on the topic. Key concepts such as new media, harassment, as well as internal communication and managerial implications are also explained. In the practical part, the collected data are presented using thematic analysis and open coding. The results show the preference of social level of the proposed solutions, specifically those from the work environment. The investigation further reveals the perceived key role of media houses in addressing the issue, with journalists most likely to appreciate support and guidance from their employer. The first feedback from Czech journalists has...
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HR marketing in the non-profit sector - a case study of Med Students FOR Vaccination
Klimešová, Nela ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This thesis HR Marketing in the Non-profit Sector - A Case Study of Med Students FOR Vaccination focuses on HR marketing in the non-profit sector, within the specific non-profit organisation Medici PRO Očkování (Med Students FOR Vaccination). Its aim is to find out how internal and external HR marketing of Med Students FOR Vaccination was perceived from the perspective of its former members and thus, through a combination of theoretical framework and practical research, to offer concrete recommendations for improving current practices and strategies and a comprehensive view of how HR marketing in the non-profit sector can help. The theoretical part of the thesis describes non-profit organisations, volunteering, volunteers and their motivations, and HR marketing, its divisions and its possible tools. In the practical part of the research a qualitative method of semi-structured in-depth interviews is used for data collection. Open coding is then used to analyse the data. The research results indicate that the areas of recruitment and orientation and care and support of volunteers are the least positively evaluated by respondents in the HR marketing of the organisation. The other areas are viewed largely positively by respondents, yet they mentioned some requirements and needs for improvement, based...
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