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Trends in communication between the brand and customer in the context of delelopment of social media on the example of the fashion retail Everlane
Pavlík, Mikuláš ; Vochocová, Lenka (advisor) ; Zezulková, Markéta (referee)
This thesis focuses on the current possibilities of corporate communication on social networks, presented on the example of Everlane fashion brand. The central theme of the whole thesis is the issue of sustainability and transparency, especially in relation to fashion. In addition to the specifications of selected social networks, such as Facebook, Twitter, and Instagram, the theoretical part presents foreign researches that examine these topics from both corporate approach and customer interest. The descriptive section of the thesis analyzes the monthly social networking experience of Everlane brand, which examines in which way, for what purposes and how differently is it possible to access each network, including interaction with the customers themselves. The main research question of the qualitative analysis is as follows: How does the Czech public evaluate interest in the topic of sustainability of the clothing industry professional and how, according to them, do fashion brands approach the topic in social media communication? Interviews with selected Czech fashion experts are conducted and analyzed through grounded theory, in order to provide an insight into the issues in the context of the local market.
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Collectors of Old Video Games: Colleagues, Hunters, Jews
Handl, Hugo ; Hrešanová, Ema (advisor) ; Tremčinský, Martin (referee)
Virtual social network Facebook is, taken its popularity a wide-spread nature important problem and as such relationships born within it and communities, connected to this social network present a topic, which ought to be given attention. In this thesis I focus on a relatively recent community on Facebook in the context of Czech republic, community of old video game collectors. Subjects of this thesis are two Facebook groups, selected because of their popularity: their member base and its activity and also on the basis of their orientation not mainly on exchange relating to items collected, but also interactions between members in the form of admiration of collected items and sharing their own collecting with other members. Aim of this thesis is to examine this aspect of groups of collectors of old video games and find out in what way do members of groups contribute to development within them, what position do they take in regards to community of collectors and forming relationships within it and motivation followed by them in the way they act and think about community of collectors and their own collecting in according ways. These aspects are more specifically explored through concepts of collecting, community, humour, material aspect and their inter- connectedness. Sources of data are:...
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Qualitative study on the use of online dating servers in the Czech republic
Kuboková, Kristina ; Švelch, Jaroslav (advisor) ; Šmejkalová, Jiřina (referee)
This thesis aims to map and describe how users of online dating servers use this medium. How do they self-present on dating sites and how do they create a profile. What is the motivation to use the online dating sites. For data collection, I chose qualitative research. As a qualitative method were used depth interviews with fourteen users of dating site Badoo. The work is divided into two parts. The first part will focus on theoretical concepts. Detail is devoted to the history of online dating, self-presentation, motivation to use online dating sites. Furthermore, the theoretical approaches discussed the relations in terms of evolutionary psychology and, ultimately, stereotypes. The second part is empirical. It deals with methodology, research questions, research strategies and especially the analysis of interviews. Based on interviews with respondents, I have developed several key categories, which are described in more detail the analytical part. This study describes the attitudes/ approach of respondents to categories such as motivation to use dating sites, self-presentation, communication and stereotypes which I have noticed in my research sample. The last part is devoted to a summary of findings and research results.
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Printed fashion magazines in the digital era demonstrated on Czech mutations of magazines ELLE and Harper's Bazaar
Pflegerová, Nikola ; Klabíková Rábová, Tereza (advisor) ; Hrabánková, Markéta (referee)
The focus of this diploma thesis is the development and change in printed media. It is aimed at fashion periodicals from their beginning to present time. Czech mutations of ELLE and Harper's Bazaar were chosen as specific examples. The thesis is divided into several independent sections. In the first one, terms and theoretical solutions are defined and later further examined. The theory of parasocial interaction is used to view the chosen media as if they were individuals able to establish relationships with their readers through social media. Media are also assessed as a constituent of an industry field, in which rivalries take place and therefore it is necessary to adjust to the changing technological environment. Next part of the thesis is an attempt to describe the development of fashion magazines with an extra focus on visual transformation as well as on the change of communication strategies towards readers. Situation abroad and in the Czech Republic is detailed. In the practical section, there is an attempt at answering the research question, what are the communication options and how are they used in the traditional printed fashion magazines in the online setting. This part is based on quality and quantity methods such as questionnaires, elite interview, descriptive analysis of web pages...
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Facebook and adults
Černá, Lucie ; Viktorová, Ida (advisor) ; Neuwirthová, Barbora (referee)
Diploma thesis discusses one of the largest social network sites - Facebook. It aims to find out how is perceived by its older users, that means, trying using semi-structured individual interviews to answer the following questions: "How adults uses Facebook? What does it lead to? And can be find similar criteria in Facebook in the use of Facebook as among adolescents or is more suitable use the approach with the help of a typology users?" Based on research it was found that the development of adults use on Facebook passes through similar stages as development of adolescents use, but with large differentiation, not only between the two different age groups, but also between adults. Grasping the behaviors of adults seem to be more appropriate with the creation of their typology which allows more account of the individual features of individuals, whether they are Provokatéři, Neználci, Závislí or Ledabylí users. KEYWORDS Adult Facebook Social network sites Typology User
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Social media etiquette
Stehlíková, Jana ; Klabíková Rábová, Tereza (advisor) ; Šťastná, Lucie (referee)
The thesis deals with the etiquette within social media and social network sites as a part of network media. First section focuses on the phenomenon of etiquette in historical context and deals with associated terms such as courtesy and politeness. Second part deals with documents concerning so called netiquette - network etiquette. Finally the third part focuses on the etiquette within social network sites (SNS). The paper analyses three SNS - Facebook, Twitter and LinkedIn and their official rules concerning appropriate user behaviour. Furthermore there are also unofficial rules created by users, enthusiasts, bloggers and journalists defined in the paper. Last part focuses on some phenomena that are significantly related to the topic of social media etiquette. The finding of the thesis shows that there are certain SNS etiquette rules and suggestions that are repetitive. It was also discovered that there is lack of uniform official etiquette rules within the SNS whereas the membership of users plays an important role in shaping those rules, advice and suggestions.
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The Trasformation of Communication Models within Cyberspace
Bešťáková, Martina ; Marcelli, Miroslav (advisor) ; Kladný, Tomáš (referee)
Diploma thesis The transformation of communication models within cyberspace deals with the topic of communication on five current social network sites (Facebook, Twitter, LinkedIn, YouTube and Instagram). First part of the thesis focuses on theoretical background of traditional communication models. Selected models include: Shannon and Weaver Communication Model, Cultural and Ritual Model, Jakobson's Model, Publicity Model and communication model created by Vilem Flusser and Palo Alto School. Networked communication has been undergoing fast development which has caused that some communication models became obsolete. Thus it is necessary to define new communication features on social network sites, since these changes in conjunction with technology development and needs of contemporary society. User activity, cycle and egocentric communication processes, up-to-date and spontaneous content are the characteristic features of current communication on social network sites.
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Social networks in corporate environments
Pupcsik, Michal ; Němečková, Lenka (advisor) ; Johnova, Radka (referee)
Thesis "Social Network Sites in Corporate Environments" deals with the theme of social network sites (Social Business) in companies. The introduction defines the concept of social network sites and Social Business and presents a brief history of social networking, with an emphasis on internal company use, especially as the developmental stage and the addition of intranet portals. The next section compares the various software solutions. In another part deals with the benefits as well as risks in the use of social network sites in companies and describes a method of analyzing social networks. At the end acquainted with the latest trends, forward-looking and based on research and gives a picture of social network sites and Social Business in companies of different size and orientation, operating in the Czech Republic. Powered by TCPDF (www.tcpdf.org)
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