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Housing situation in 2023 from the perspective of selected Czech online media
Náhlovská, Bára ; Vranka, Marek (advisor) ; Schneiderová, Soňa (referee)
This thesis focuses on the media coverage of the housing situation in the Czech Republic in 2023. The thesis aims to shed light on how selected Czech online media reflect the changing housing situation in the Czech Republic in 2023. In the theoretical part, the thesis focuses on the Czech housing situation, including the factors that shape it and their influence on the current housing situation. This section also presents the concept of housing policy of the Czech Republic, which directs the housing situation, and briefly introduces the housing fund of the Czech Republic. The theoretical part also introduces the role of mass media in the context of the housing situation and presents the theoretical concepts of setting the media agenda and framing media content. The methodological part presents a qualitative research method of reflexive thematic analysis and an inductive approach to identifying specific frames. The analytical section presents the research results in the form of 5 dominant themes and 3 key actors resonating in the analzysed media messages. It also presents the 4 specific frames used by the selected media to describe the housing situation. The result of the research is therefore an overview of the resonating themes, actors and frames used by the media to describe the housing situation in the...
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Business trategy of BeRider during COVID-19 pandemic
Reichelová, Libuše ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
DT Abstract Libuše Reichelová 25405630 Abstract of the diploma thesis "Business strategy of company BeRider during the COVID-19 pandemic" This thesis focuses on the Prague-based company BeRider, which has been providing a service of shared electric mopeds since 2019. The main objective of this work is to evaluate the strategies employed by the company during the crisis period caused by the COVID-19 pandemic and, among other things, to identify the company's strengths and weaknesses along with opportunities and threats not only in connection with the COVID-19 pandemic. In the theoretical part, the work introduces key concepts of strategic management, sharing economy, shared mobility, shared micromobility, strategic analysis and communication mix. A strategic analysis was conducted to evaluate the strategies, namely an external environment analysis using PEST and Porter's 5 forces methods and an internal environment analysis where the company's resources and capabilities were identified and then the VRIO analysis was used. This data, together with a description of BeRider's development, was subsequently consolidated into the SWOT analysis. The company's communication focusing on the communication mix was also evaluated for completion. The data was obtained from publicly available data, from the website of...
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Greenwashing - the fake sustainbility phenomenon in cosmetic industry
Šimlová, Angelika ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
Today, the public is overwhelmed by so-called green terms on the packaging of cosmetic products. Marketing communication is moving towards its green version, which is oriented to satisfy the growing interest in environmental protection. This paper explores Generation Z's perception of the false sustainability phenomenon and its impact on trust and purchasing decisions. Results suggest that most respondents are informed about brands' green efforts through social media. The data also show that trust in brands is influenced not only by communicated values but also by the actual delivery of green promises. The research also reveals that most members of Generation Z are familiar with the concept of greenwashing. However, only a minority of them factor greenwashing into their purchasing behaviour. The conclusions of the paper provide insights into the perceptions and behaviours of Generation Z in relation to widespread green marketing and its downsides.
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Greenwashing - the fake sustainbility phenomenon in cosmetic industry
Šimlová, Angelika ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
Currently, the public is overwhelmed with so-called "green" terms on cosmetic product packaging. Marketing communication is shifting towards its green version, which aims to satisfy the growing interest in environmental protection. At the same time, a dangerous space is emerging, which brands use to deceive the public through inadequate communication about the impact of their products on the environment. The focus of this thesis is on this false sustainability in the cosmetics industry, also known as greenwashing. Research targeting Generation Z and their perception of this phenomenon reveals that even the younger generation, with access to a vast amount of information on the topic, becomes confused and skeptical due to the overuse of green terms in marketing campaigns. This skepticism extends even to brands that are genuinely moving in the right direction and following the rules that are set. A significant problem lies in the lack of proper legislation and the approach of many companies that deceive customers for the sake of higher profits, thereby undermining the credibility of other cosmetic brands in the market.
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Generation Y and Its Perception of Sustainable Fashion within Czech and Austrian Culture
Márová, Barbora ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This diploma thesis analyzes millennials' perception of sustainable fashion in two Central European countries - the Czech Republic and Austria. The main goal is to observe how millennials regard sustainable fashion, what factors affect their intention to purchase sustainable fashion, and what kind of role plays cultural differences. The research was conducted via questionnaire, and the data analyzed by numerous statistical methods - t-test, linear regression. Overall, the millennials have a positive relationship toward sustainable fashion. Both groups of millennials differ in their willingness to pay more for sustainable clothing in case of lacking comfort. Furthermore, Czechs and Austrians differ in the score of PDI and IND indexes. These two cultural dimensions do somehow influence millennials' perception of sustainable fashion. Key words: sustainable fashion, millennials, luxury fashion, culture, TPB
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The impact of social media on social participation and quality of life of the elderly in the Czech Republic
Přiklopilová, Jana ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
The Czech population is ageing, and the number of seniors continues to grow year on year. At the same time, the number of working seniors, who currently make up one tenth of the Czech workforce, is increasing. There is also a decline in the number of extended family structures, which more often provide the necessary social network and support, compared to narrower nuclear family types. That is not the only reason why there is an increase in the number of lonely seniors, who are isolated from the world and social relations and who stop participating in social activities. It is estimated that one in three seniors across the globe struggles with loneliness. With the advent of modern information technology, the question arises whether virtual contact can help to address the issue of loneliness and improve the social participation of seniors. The aim of this thesis was to provide a deeper insight into the situation in the Czech Republic, outlining potential benefits and risks as well as possible barriers for this demographic group. This research found that Czech seniors use social media not only to maintain relationships with their family and friends, but also to broaden their horizons in the field of hobbies and take an active interest in current and political events. Social media can thus be a tool...
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Media analysis of the coverage of the event by the Czech and Slovak main TV news: Shooting attack in Bratislava on 12 October 2022
Hruška, Ondřej ; Jirků, Jan (advisor) ; Schneiderová, Soňa (referee)
The master thesis entitled Media analysis of the coverage of the event by Czech and Slovak main news TV channels: Shooting attack in Bratislava on 12 October 2022 examines the media coverage of the terrorist attack that took place in October 2022 in Slovakia. The theoretical part defines concepts such as reality, objectivity and agenda setting. A large part consists of a discussion of the specifics of television news coverage, which is the subject of our work. The media coverage of the event that this thesis examines raises a number of ethical issues, which is why the theoretical part deals not least with journalistic ethics. The practical part initially introduces the shooting attack in Bratislava in more detail and the objectives of this media analysis. It then focuses on the methodology of each research question, introduces the media studied and then presents the results for each of the research questions. The main aim of the thesis is to find out how different the media coverage of this event was, both on individual TV stations and between countries. In doing so, the focus was on mapping the evolution of media discourse on the topic, analysing the frames offered of the event or the position of the topic in relation to other stories in the main news coverage. Special attention was paid to...
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Marketing strategy of Codex Labs on the Czech market
Pavlíček, Filip ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
The aim of this bachelor's thesis was to evaluate the marketing strategy of the cosmetics company Codex Labs and to propose improvements in relation to its typical customer. However, such data was not available, so the next objective of the research was to define this customer. The target group of Codex Labs was determined on the basis of a questionnaire survey in which 122 Czechs participated. Respondents were selected using stratified random sampling based on highest educational attainment and gender. A SWOT situational analysis of the external and internal environment was used to assess the current marketing strategy of the brand. The marketing strategy categories evaluated were defined using the marketing mix theory, supplemented with elements of social marketing. The results of the questionnaire survey showed that the typical Codex Labs customer is a woman aged 25-34 who is actively interested in ecology and healthy living. This customer is happy to pay extra for organic packaging and natural ingredients, but insists that such products are just as effective as conventional ones. The analysis of the current marketing showed that Codex Labs has a well-adapted distribution strategy, brand positioning and strong social networks. However, in order to maintain its place in the market, the company...
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