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The impact of social media microtrends on sustainability within the fashion industry
Janoušková, Barbora ; Schneiderová, Soňa (advisor) ; Zavadilová, Tereza (referee)
This bachelor thesis examines the impact of social media microtrends on sustainability within the fashion industry. It begins with a description of the current state of the fashion industry in the digital environment and an analysis of how social media trends work. It then focuses on the issue of sustainability in the fashion industry and examines how the popularity of microtrends may be related to the negative environmental impacts of fast fashion. Through quantitative research, the aim of this thesis is to identify the impact of these microtrends on the purchasing behaviour of Generation Z and to deduce from the data how this behaviour affects sustainability within the fashion industry. The research was conducted through a questionnaire survey. In the discussion, the research results are analysed, then placed in a theoretical context and used to answer the research question. Based on the results, it was found that fashion inspired by microtrends often carries the characteristics of fast fashion, which has a negative impact on sustainability within the fashion industry. This was complemented by the finding that members of Generation Z show a desire for sustainable practices when dealing with microtrend-inspired fashion.
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The influence of social media on adolescents
Janoušová, Viola ; Mazáčová, Nataša (advisor) ; Syslová, Hana (referee)
This bachelor's thesis focuses on young teenagers and their relationship with social media and how social media affects their lives and what impact it has on them. The thesis is divided into a theoretical and a practical part. In the theoretical part, the first topic is approached in more detail is the topic of adolescence and its phases, the next topic is the internet and social networks, where the risks of possible addiction to these networks and the Internet are described. The last chapter focuses on the issue of cyberbullying, its forms and manifestations. The empirical part is dedicated to practical research. I chose case studies as a form of research. The case studies are further analyzed through open coding. I used semi-structured interviews to collect data for this empirical research. The goal of this bachelor's thesis is to present social media and anylyze the relationship of adolescents to these social networks and further reveal how these networks influence the lives of today's adolescents.
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Influencer Marketing Focused on Women's Fitness
Vondráková, Lucie ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Influencer Marketing Focused on Women's Fitness Objective: The main aim of the bachelor's thesis is to find out the benefits of the Fitness Influencer Marketing for female customers. Method: For the practical part of this bachelor's thesis were used two types of questionnaires. The first type was a questionnaire with fitness influencer and the second method was questionnaire for the online fitness consumers. Overall, 130 consumers participated in this questionnaire, their age ranged between 18-60 years. One influencer was selected to participate in the second questionnaire. This selection was also limited by age, specifically her age had to be between 18-45 years. The entire research was focused on women from Czech Republic interested in online fitness and fitness influencers. Nevertheless, there were more positive aspects in this research. Results: The results show that the consumers are interested in fitness influencers marketing and online marketing because of three positive aspects such as the desire to improve physical condition, the motivation to do more sports, and to get an already compiled training. However, there are also negative aspects such as lack of control over the exercises, comparing oneself to others and drastic diets that can lead to eating disorders. There were more...
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Internet aesthetics
Mihely, Valentina ; Moravcová, Hana (advisor) ; Ježková, Tereza (referee)
This thesis focuses on the social media trend of #aesthetics, represented by an all- encompassing collection of lifestyle products and values. TikTok - the platform where this style of content came to be, has certain functions, through which it shapes the behaviour of its users, specifically the suppression of one-on-one communication and self expression through personal profiles and preferring the replication of viral content as a form of socialisation. Because of this, it has been speculated that internet aesthetics are used as templates for identity formation in the real world. This has sparked a discourse between social media users which links internet aesthetics, consumerism and postmodern social theory. Therefore, this paper aims to find out whether the popularity of aesthetic content is a result of a postmodern nature of the current society, or it is a mere trend in social media content. The results of this research do not find that aesthetic content serves primarily as an aid for identity formation in individuals showing a postmodern mindset, they did however show that aesthetic content is more popular and more likely to be adapted into the real life by individuals showing a greater degree of postmodern thinking and users of those social media platforms which favour content imitation as a...
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The importance of authenticity in influencer marketing in gastronomy
Čapková, Ema ; Klabíková Rábová, Tereza (advisor) ; Koudelková, Petra (referee)
With a growing need to differentiate themselves on the market, companies are increasingly turning to influencers to engage potential customers. This bachelor thesis focuses on the role of authenticity in influencer marketing campaigns in the foodservice industry. The thesis first builds a theoretical foundation where the concepts of influencer marketing, authenticity and its influence on consumer behaviour are defined. In order to answer the research question of whether authenticity plays a role in the success of influencer marketing campaigns in the gastronomy industry, a mixed-methods research involving qualitative social media analysis and quantitative questionnaire survey was conducted. In the practical part of the thesis, two specific campaigns are examined: the collaboration of chef Přemek Forejt with McDonald's and a youtuber duo called Kluci z Prahy with Wolt. The analysis of social media, specifically YouTube and Instagram, where the campaigns were primarily communicated, and the subsequent questionnaire survey revealed that authenticity is important for the success of campaigns in gastronomy. Authentic communication was associated with positive audience reception, while an inauthentic approach resulted in negative reactions. Due to the complexity of the issue, this paper does not provide...
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Emotive aspects of communication on Facebook in the context of a war
Groschupová, Veronika ; Zápotocký, Jan (advisor) ; Švelch, Jaroslav (referee)
The bachelor thesis deals with the topic of expressing emotions on Facebook in the context of war. It first explains the issue of the terms "affect" and "emotion" and, based on their definition, explains why they should not be confused. The paper also discusses how emotions affect Facebook content or the emotional experience of its users both during and after use. It also names the emotions that people feel during war. What can affect their experiences, and how politicians can exploit them for their own benefit. It describes how emotions can be expressed on Facebook and, for contrast, describes the principles that make people express emotions naturally. There is also mentioned the issue of the supposed evolutionary development of emotions, which, although favoured by Paul Ekman, is questioned by many scientists. The practical part of the thesis offers qualitative research based on semi-structured interviews with students from Prague. Based on open coding, four theories answer the respondents' emotional experience of posts thematically related to the war. It also explains how these students process their experience, i.e. whether they stay on social media or do other activities. The nature of their responses and whether they take place more on or off social media is also mapped. Finally, the research...
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Social media in a group of children aged 9-11
Čermáková, Petra ; Rosenfeldová, Jana (advisor) ; Wolák, Radim (referee)
This thesis focuses on the research of the influence of social networks on relationships in a group of children aged 9-11 years. The theoretical part examines the development of social networks, the psychological development of children at this age and the risks associated with their use. The empirical part is based on qualitative research conducted through in-depth interviews with children and their parents. Analysis of the data using the method of interpretive phenomenological analysis revealed that children in the mentioned age range actively use social networks, despite the fact that there are age restrictions set by platforms. For them, social networks are mainly a means of communication and connection with peers, which can have a positive effect on bonds in the team and maintaining contacts outside the school environment. However, serious risks, such as cyberbullying, social exclusion and envy, have been identified as associated with children's social media activities. The results of this work can serve as a starting point for further research in this area and as a support for the development of appropriate preventive measures.
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Comparative analysis of marketing communication of selected craft breweries during 2021-2023
Stanislav, Martin ; Koudelková, Petra (advisor) ; Halada, Jan (referee)
The paper Comparative analysis of marketing communication of selected craft breweries in the years 2021-2023 focuses on marketing communication of microbreweries in the Czech environment. Its aim is to formulate a proposal for improving marketing communication for specific selected microbreweries, but also general recommendations for all others. It achieves this through the results of a content analysis of the three most influential microbreweries in the Czech Republic. In the theoretical part, it deals with the development of the brewing industry in the Czech Republic and puts into context its current state and the position of microbreweries in it. Subsequently, it focuses on the communication aspects typical for microbreweries and presents the barriers in marketing communication that small breweries have to cope with. In the practical part, the bachelor thesis deals with the actual analysis of the communication of the selected microbreweries, on the basis of which recommendations for improving the communication of the studied breweries are subsequently formulated, but also general recommendations that can be followed by small breweries not included in the research. The thesis provides valuable insight into the functioning of microbreweries on social media and can serve as a basis for future...
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The Influence of Factors on the Lifestyle of the 21st Century
Podzemská, Natálie ; Kinkorová, Ivana (advisor) ; Jandová, Tereza (referee)
Title: The influence of factors on 21st century lifestyles. Objectives: The aim of my bachelor's thesis is to analyse the influence of 21st century lifestyle factors on the population aged 20 - 30 years, or what the influence of social networks is and what was the influence of the covid-19 period on lifestyle, specifically on eating habits and physical activity. Methods: 87 respondents took part in the survey. An anonymous survey method was used. The survey was created in the online platform Survio and then shared via a link. The content of the survey consisted of 16 closed-ended questions and the data collected was processed and evaluated in Microsoft Excel. The results were interpreted using bar charts with brief comments. All data collected through this survey was used for the research results. Results: The results of the survey showed that social networks are considered by respondents as the most risky lifestyle factor nowadays. Specifically, it was identified as a negative lifestyle factor by 60 % of respondents and more than 70 % of respondents identified social networking as a risk factor. Respondents also indicated that the covid-19 period had the greatest impact on their time spent on social networking sites. Another significant impact of covid-19 was on the change in physical activity,...
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Sharing kids online from the perspective of Czech kidfluencers and their parents
Pospíšilová, Tereza ; Hejlová, Denisa (advisor) ; Rosenfeldová, Jana (referee)
The thesis "Sharing Kids Online from the Perspective of Czech Kidfluencers and Their Parents" explores the phenomenon of kidfluencers in the Czech Republic. It integrates a theoretical framework with empirical research through interviews with child influencers and their parents. The data from these interviews are analyzed using the open coding. The research primarily focuses on ethical concerns, privacy, and the digital footprints of children's online activities, alongside the positive aspects like the enhancement of creativity and communicative abilities of kidfluencers. Additionally, the thesis discusses sharenting and its impact on online privacy and safety of children, as well as the legal and ethical measures for child protection on the internet. It underscores the importance of educating both children and parents about digital literacy and the steps needed to create a safer online space for children. The findings provide a detailed perspective on the role of child influencers in the Czech Republic and offer valuable recommendations for parents, child welfare professionals, and the general public concerned with digital era challenges.
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