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Generation Z and sports brands
Šustrová, Tereza ; Voráček, Josef (advisor) ; Navrátilová, Miroslava (referee)
Title: Generation Z and sports brands Objectives: Main goal of the diploma thesis is to find out brand importance in decision-making process of generation Z living in capital city of Prague using group interviews. Methods: The qualitative method was used in the diploma via group interviews. Scenario of the group interviews was based on literature search. Audio record was taken during the interview which was used with notes to analyzing the data. Summary protocol method was used to rewrite data from audio record. Results: For generation Z living in the capital city of Prague, the brand plays its role in the buying decision-making process in all its phases in the purchase of sporting goods. Generation Z living in capital city of Prague got good relationship with sporting brands. They are willing to pay more money for branded goods and they are loyal to brands. Keywords: generation Z, brand, sports brand, consumer, consumer behavior, buyer decision process
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Attitude of generation Z to Czech documentary audiovisual production from years 2000-2020
Haiklová, Kristýna ; Halada, Jan (advisor) ; Štoll, Martin (referee)
This diploma thesis deals with the attitude of the Z generation to Czech documentary films and series. The aim of the work is to describe the common tendencies of the whole generation Z or its subgroups within their attitude to Czech documentary production. The research method for determining the attitude of this generational cohort is a questionnaire survey. In the beginning the Z generation is characterized, its formants and basic characteristics are analyzed. One of the subchapters also focuses especially on the Czech generation Z. In the theoretical part space is also devoted to documentary production, specifically its characteristics, typology and history of documents. The genre of the document is presented both in the global context and also in the Czech environment in the work. The practical part describes the research which has the form of a questionnaire survey. The results are presented for each evaluated question separately while at the end there is a collective summary with the most important and interesting findings from the research.
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The FOMO phenomenon in the context of the social network Instagram
Thein, Filip ; Rosenfeldová, Jana (advisor) ; Ježková, Tereza (referee)
This bachelor's thesis focuses on the FOMO phenomenon, ie the fear of missing out, on the social network Instagram. The theoretical part deals with the definition of the term FOMO from a psychological point of view and its application in marketing. Furthermore, it represents the relationship of generations to social networks with a focus on adolescents and young adults. The practical part uses qualitative research to examine how the FOMO phenomenon affects the activity of young adults on the social network Instagram. It also examines how users respond to FOMO marketing by influencers.
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Attitudes of generation Z towards activism on Instagram
Nguyen, Nhu Anh ; Vranka, Marek (advisor) ; Ježková, Tereza (referee)
1 Abstract This thesis maps out attitudes of generation Z towards activism on Instagram, examines their ways of participation on the platform and explains the relationship between online and offline activism. Results of quantitative research show that women share more activist content on Instagram than men. There seems to be only a weak positive correlation between online and offline activism. However, members of generation Z seem to believe that online activism does influence offline behaviour. Afterwards, semi-structured interviews were conducted. Users that created activist content listed awareness raising, showing their point of view and legislative change as their motivation. Users who consume activist content on Instagram showed scepticism towards presentation of mainstream topics on Instagram, however, they praised new topics and new perspectives. In their opinion, activist content on Instagram can be described as visually attractive and simple.
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Corporate Trainee Program Design and Implementation into an Organization Using Project Management Techniques
Drápalíková, Jitka ; Řezníček, Tomáš (referee) ; Smolíková, Lenka (advisor)
digitization, digital transformation, innovation, energy industry, HR, work with students, trainee program, trainee scheme, corporate culture, project management, onboarding, gen Z, generation Z
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The TikTok phenomenon and its influence and perception in Czechia
Kudyn, Viktorija ; Ortová, Nina (advisor) ; Vranka, Marek (referee)
Annotation: Bachelor's thesis aims to define perception of the TikTok social media platform in Czechia. Theoretical part covers the evolution of the platform alongside other prominent social media, reasons for its growing popularity and security challenges it faces globally, with focus on the most prominent case of TikTok ban executed by Donald Trump, president of the United States. Quantitative survey among respondents aged 13-35 looks into the perception of TikTok among Czechs in aspects examined in theoretical part. Respondents included active users of the application as well as those who are aware of its' existence but are not present on the social media. Survey analysis aims to compare the answers of respondents aged 13-18 and 19-35 and define their differences in views. Those views are then summarized to give a possible bigger picture of the situation in Czechia.
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The perception of corporate social responsibility and its impact on consumer behavior of the generations Z
Časarová, Dominika ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis focuses on introducing the concept of Corporate Social Responsibility (CSR), its perception by the representatives of Generation Z and its potential impact on consumer behavior of members of this cohort. According to many studies, Generation Z wants companies to have values that align with their own and to help address current societal issues. The first part of the thesis outlines the general aspects of CSR and its integration into corporate strategy. The next part explores the problematics of consumer behavior and the factors that influence it. The last part then defines the term generation and introduces current generational cohorts. The empirical part focuses on Generation Z, their consumer behavior and attitude to CSR. The research was conducted in the form of semi- structured individual interviews with representatives of given generation. Its objective was to find out how Generation Z perceives the role of CSR in today's world and whether it somehow influences their consumer behavior.
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