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Loyalty systems in food retail
SYMOVONYK, Nadiya
This bachelor thesis is focused on loyalty systems in food retail on Czech consumer market. At the times of data driven world, many food retailers implement loyalty systems as support of sales in order to increase their profit. Due to the high returns on the investment, including the data knowledge about the consumer. When taken from the consumers' point of view, they are driven by a favourable deal, which is the key factor in consumers' decision making. Therefore, the goal of this paper is to assess the evaluation of perception and stand of consumers in age group 18-29 years old. Practical part of this paper is conducted based upon a survey, from which action steps are suggested for the retailers.
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Generation Z's attitude towards online privacy protection and data collection for personalized advertising
Kubiš, František ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
This Bachelor thesis looks at perception of the impact of personalised advertising on privacy protection of social networks users, namely Facebook and Instagram. In the theoretical part, therefore, the concept of privacy is first defined, generation Z is further characterized, and finally the business model of Facebook and Instagram, based on personalized advertising and data collection, is described. In the practical part of the work, in-depth interviews with representatives of the Czech generation Z are evaluated, and based on the data obtained, it is examined what awareness the Czech generation Z has about the functioning of personalized advertising, about the extent of related data collection, and finally about overall attitude and approach to the issue of online privacy is also examined.
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Presenior education
Krhovská, Denisa ; Veteška, Jaroslav (advisor) ; Dostálová, Vladimíra (referee)
The aim of this diploma thesis is to identify the differences in pre-senior education (self- education, financial security, maintenance of social relationships, social activities etc.) among the representatives of generations X, Y and Z. The attention of the thesis is focused on old age and aging including different types of aging and biological, psychological, and social manifestations of the old age. Demographic situation in the Czech Republic and impacts of the population aging on society is included in the topic of old age and aging. The thesis focuses on pre-senior education, i.e. preparation and adaptation on aging and old age and pro-senior education within which the intergenerational learning is examined. For better understanding of the whole problematics the characteristics of the generations X, Y and Z are described. Quantitative research was conducted in the form of questionnaire, which was distributed to the representatives of generations X, Y and Z. The aim of the quantitative empirical research is o identify whether and how the representatives of the three generations are preparing themselves for aging and old age and what the differences between them are. In the empirical part of the thesis, the individual questions are analysed from the point of view of the answers of Generations X,...
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The impact of influencers on Generation Z news awareness on Social media (on the example of Covid-19 pandemic)
Dostálová, Veronika ; Háša, Marek (advisor) ; Odstrčilová, Klára (referee)
This bachelor's thesis examines the role of influencers on generation Z's news awareness of current events and the covid-19 pandemic. In addition, the thesis aims to understand the attitude generation Z has towards influencers spreading information on social media, especially in connection with the relevance and authenticity of this information. The main topics include social media, influencers and generation Z, which are presented in greater detail in the theoretical part. Research was carried out in a form of six semi-structured in-depth interviews with generation Z. Implementation of the interviews and data analysis followed by the grounded theory method. Results indicate that the participants still prefer traditional media sources, not only when seeking verified information. The participants are aware of the existing impact which influencers can have on information. Nonetheless, they approach influencers rather negatively, despite the fact that they drew information from at least one influencer during the covid-19 pandemic. Main limitation of the research was primarily small number and gender imbalanced selection of interviewed participants and partial decline of interest in the topic of covid-19.
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Research: Generation Zs attitudes towards fast fashion industry
Kosaková, Michaela ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
This bachelor's thesis focuses on the analysis of the complex relationship between representatives of Generation Z and fast fashion chains. Its goal is to define the basic aspects of the purchasing relationship with the brands of these chains and to evaluate the main attitudes of the representatives. The emphasis is also on sustainability, which is an increasingly mentioned topic in the fashion industry. The work is divided into two parts, theoretical and practical. In the theoretical part, the issue of fast fashion is presented using the example of its history and its modern form together with marketing strategies. Generation Z is also analysed both from the point of view of their main characteristics and consumer behaviour. The practical part is devoted to the analysis of in-depth interviews with representatives of the generation group, who bring their personal opinions and attitudes to fast fashion chains and sustainability. The qualitative research method was used for the research, thanks to which it is possible to look more deeply and better analyse the feelings and attitudes of the respondents.
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Advertising on Instagram profiles of Czech influencers from Generation Z
Novotná, Lucie ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
Reklama na instagramových profilech českých influencerů generace Z Bakalářská práce Autor práce: Lucie Novotná Abstrakt anglicky Abstract This bachelor thesis focuses on advertising on Instagram profiles of the ten most followed Czech influencers from Generation Z. The theoretical part of the thesis defines terms such as Instagram, influencers, Generation Z and explains the general principles of influencer marketing, the functioning of advertising on Instagram and the forms of partnerships between brands and influencers. The practical part of the thesis then focuses on the ten specific influencers and looks in detail at their collaborations with brands. By analysing data from the Instagram profiles of these influencers from the year 2020, all their posts containing advertising are examined. The aim of this bachelor thesis is to map the area of advertising on the Instagram profiles of the most followed Czech influencers from Generation Z and to describe the approach these influencers have to advertising - what is the form of the advertisements on their profiles, what product or service they promote and whether it is a one-off or long-term collaboration with given brands. And most importantly, the thesis examines whether the most followed influencers label their advertising and, if so, the ways of how they...
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Instagram and its influence on Gen Z woman related to the development of eating disorders
Kafková, Kateřina ; Vranka, Marek (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis examines the impact of Instagram on eating disorders in Generation Z girls. Due to the visual focus of this social network, the thesis primarily focuses on exploring the ideal of thinness widely presented by influencers. All is interpreted in the context of the addressed group, namely women born between 1995-2009 using Instagram. The thesis is divided into 3 chapters - theoretical, meta-theoretical and practical. The theoretical part of the thesis presents a comprehensive set of basic information directly related to the issue of eating disorders, hence media. It also defines the very concept of generation and body image, which is closely associated with the development of eating disorders. The methodological part presents proven scientific methods, some of which have been directly modified for the specific environment of Instagram. In the last, practical part, the context is explored through quantitative research in the form of a questionnaire according to the above methodology. The discussion offers an evaluation of the results and a review of related research. At the very end of the thesis, I then present practical benefits that can be applied preventively, while offering theoretical foundations for further research on the issue of Instagram's influence on the development of...
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How the Generation Z Consumes News on Social Media
Tomášková, Petra ; Macková, Veronika (advisor) ; Turková, Kateřina (referee)
This bachelor thesis aims to examine how the Generation Z receives news from social media in the Czech Republic. Using a qualitative research method, focus groups find out the reasons for this group to use social media as a source of news, describe how Generation Z evaluates the news contribution and how it handles it and the information from it then. The first part of the thesis gives an insight into the knowledge of news on social media (specifically Facebook and Instagram) and explains the main features of Generation Z; especially in relation to information and technology. Subsequently, the research method of semi-structured interviews is presented, which served as a preliminary research for the main technique of researching focus groups. This method is also explained in detail in the methodological part. The study group of 24 respondents was divided into three samples according to age; 16 and 17 years, 18 and 19 years, 20 to 24 years. The results are presented as a selection of significant participants' statements across groups. Although group interviews operate more specifically with the participants' specific statements, some generalization and the resulting understanding of Generation Z behavior is possible. Among other things, it was partly possible to register differences across the groups...
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Femvertising in Czechia through the eyes of gen Z and gen X women
Rohlíčková, Františka ; Rosenfeldová, Jana (advisor) ; Shavit, Anna (referee)
In the last few years, femvertising has become a topic within the public sphere and in the media, which makes sense in the broader spectrum of feminism and inclusivity being more accepted by society in general. The question of perception of femvertising still lies unanswered. What also fails to be answered is how different generations view femvertising and also how it is accepted in the Czech Republic, since the topic has not been reviewed much here. The main goal of this bachelor thesis is thus to get to know the perception of femvertising of two generations: gen Z and gen X. That is being done through qualitative research, namely deep interviews. The differences of the views of these two generations are also a part of this paper. The main findings of the paper include that femvertising is perceived by Czech women very positively. The differences between the two generations can be spotted for example in their perception of stereotypes or how explicit an ad should be. Generally, one could say that both generation Z and generation X women in Czech Republic appreciate femvertising and this style of advertisement seem to be very sympathetic to them, which can be seen also as sympathies toward the brand which uses femvertising.
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