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Social Networking and the Potential Challenges for Marketing
Zupanoska, Biljana ; Král, Petr (advisor) ; Cook, Gina (referee)
Today, marketers and media companies face a changed environment, affected mostly by the rise of the Internet era. The emergence of various technology applications, combined with the global change of customers is affecting the communication between marketers and consumers. Consumers and marketers are changing their roles; consumers are now media producers, programmers, and distributors, through the use of the social networking applications. The aim of the thesis is to analyze this trend, to predict its lifetime and to provide useful insights for the parties that are involved in it. Main point of evaluation are; the structure of the social media marketing ecosystem; the impact that social networking has on the business environment; the relationship of social media and the conventional media, and the legal and ethical concerns of the use of social media. Social networking is a new, experimental trend that has been accepted by many companies, as a part of their communication strategy. The trend has introduced many challenges for businesses, both positive and negative. To seize the positive challenges, marketers need to invest further in learning the rules of the new marketing trend, and in improving their social networking strategies.
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Social networking
Dudek, Pavel ; Kubálková, Markéta (advisor) ; Kubálek, Tomáš (referee)
The topic of this bachelor thesis are social networking on the internet and its marketing utilization. The aim of this thesis is to present the most popular social networking sites nowadays. Antoher aim is comparation of these sites in global context and in environment of the Czech republic. This thesis also clarifies risks and opportunities of these sites and some examples of this behavior. In the last part of thesis the autor summarizes collected data and together with his own research applies them on the official Facebook site of The Faculty of International Relations of the University of Economics, Prague.
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Psychological aspects of communication in social networks
Štěpánovský, Petr ; Hubinková, Zuzana (advisor) ; Kašparová, Eva (referee)
Main aim of consideration in this thesis is communication in social networks. In theoretical part is its reader informed about meaning of words virtual reality, social networks, and about their individual specifics during communication via Facebook platform. The depth interviews in practical part of this thesis are used for research on motives, which affect individuals in direction of joining and active using of social networking account. The separate depths interviews are done with representatives of each Facebook member groups. The groups are differentiated by age and opinions on Facebook using. The main contribution of research is verification of evident and latent motives, which influence people in the field of joining Facebook community.
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Business plan: internet portal
Jehlička, Marek ; Srpová, Jitka (advisor) ; Skopal, Pavel (referee)
My diploma work discusses the topic of internet social communities in Czech Republic. I look through this topic from the enterpreneur side of view and I am trying to examine how to extract this area for commercial advantage. This is also the reason why I compile the work as a business plan. I am trying to find out if project of this concept is in Czech Republic long-term viable, profitable and competitive. The business plan which I am trying to sketch in the practical part is example of business startup project and it's goal is to acquire an investment for the project development and promotion. The key aspect for this project is to analyze the size of the market. It means to discover if the market in Czech Republic is big enough to provide enough money. The social community portal which is the main object of the business plan is aiming relatively narrow group of users (mothers with children, pregnant woman).
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Application of Marketing on Social Networking Websites
Voves, Jiří ; Sedláček, Jiří (advisor) ; Slaba, Jiří (referee)
Social networking websites experience a noticeable expansion in the recent years. They became a daily routine for young people around the world. Nowadays, the most popular social networking site is Facebook attaining currently over 300 million users. Networking sites also offer valuable marketing possibilities for companies and for presentation of their services. Online marketing is facing a new development on these websites. It enables the company to communicate with its customers on a more personal level and at the same time supports a viral spreading of a commercial message. Even in the Czech Republic the Facebook is the most visited social networking site -- the number of its Czech users has already reached 1.7 million users. The correct social network marketing in the Czech Republic is in its early beginnings and companies are thus mostly merely getting familiar with it and learn how to use it effectively.
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Social network services on internet
Belokur, Dmitriy ; Basl, Josef (advisor) ; Francová, Tereza (referee)
This diploma thesis is focused on description and objective analysis of social networks on internet. History of internet social networks, basic principles they work on and psychological aspects are shown in this thesis. One of the parts of my work is dedicated to monetization methods and techniques of social networks in context of internet. An objective view on problems of virtual societies provides an abstract of the methods of their resolving. There is no in any case an ambition for this thesis to be the greatest social networking analysis, but it proviedes well structured summary of a lot of theoretical and practical knowledge, which could certainly serve as valuable base for further deeper research. The most beneficial added valut of this thesis is a comprehensive insight on social networks from different points of view: theoretical, psychological and practical. Theoretical knowledge from psychology and sociology sciences are enriched with examples from real life. This thesis brings an outline of modern trends, which makes possible to predict future development.
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Social networking as a form of commercial presentation of companies
Mňahončáková, Jana ; Stříteský, Václav (advisor) ; Uhlíř, Martin (referee)
Commercial usage of social networking is one of the most discussed topic in marketing these days. There are two general ways how to use social network -- to built communities of social networks' users and to advertise in classic display advertising. Czech companies do not place social network to their communication mix so often as foreign ones. They still have to learn how to create the most effective strategy and how to communicate with users. The most important is the activity and interaction. Only then the campaign can reach the communication goals.
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Facebook as a marketing tool
Nováková, Vendula ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The bachelor thesis deals with social network Facebook and it's potential for marketing. In first two chapters the thesis explains viral marketing and social networking in general. Then it analyses Facebook user with an emphasis on data coming from survey "Facebook user" realized in May 2009. Acquired theoretical knowledge and detailed analysis of user environment serves for suggestions and tips for marketing use on Facebook. The whole thesis is enriched by many examples which enable deeper understanding of the topic.
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Community portal
Rosík, Jiří ; Nekvasil, Marek (advisor) ; Schenk, Jan (referee)
The aim of this work is to map the sphere of community portals, to determine what are the characteristics of users and how they behave. Subsequently, this knowledge confront with the current state. In the sphere of semantic web technologies are still solved the problem of their introduction into practice. The work aims to describe these technologies and find out how it can be in the field of social networks applied and where can they find the application. For those, who want to start their own small community portal is designed solution in the form of simple application, based on free available technologies. Here is the aim to provide warp and inspiration to set up a similar project. Taken into account is the economics, which is intended to outline the sphere of financing community portal in its infancy. At the end we specify problems and difficulties faced by entrepreneurs of existing sites. The main contribution consists of an analysis of studies on users of community portals and deduction the knowledge about behavior and characteristics of these participants. You can apply this information for marketing or any other work in the field of social networks. The contribution of the practical part of the work lies in exploring the applicability of semantic technologies in social networks and the subsequent implementation of any proposal. For those interested in establishing the portal is a useful proposal for their own applications, including economic aspects.
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Graduates cooperation system of the University of Economics
Havlan, Jan ; Střížová, Vlasta (advisor) ; Lorencová, Hana (referee)
The backward cooperation of universities with their graduates should be among the priorities of each quality educational institutions, because through this relationship it is possible to obtain invaluable feedback in the form of practical knowledge from the graduates and many other benefits. The goal of this thesis is to evaluate the alumni system of the University of Economics in Prague, in comparison with similar systems of other universities and based on this comparison and research results to propose changes for the development of the system. This thesis contains theoretical viewpoints, the characteristics of the selected systems for graduates, their comparison and the suggestion of concrete recommendations for an alumni system of the University of Economics. Part of the thesis is research in the form of a questionnaire survey, in which opinions of graduates and students at University of Economics in the sphere of backward cooperation with the school were collected.
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