National Repository of Grey Literature 252 records found  previous11 - 20nextend  jump to record: Search took 0.00 seconds. 
Nanoinfluencer marketing
Panýr, David ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
The thesis deals with nanoinfluencer marketing. The theoretical part of the thesis explains the basic concepts such as word of mouth, influencer marketing and credibility of recommendations. The main content of the analytical part is the elaboration of case studies from campaigns using paid or unpaid influencers. The objectives of each campaign, its course, specifics and results are presented and then evaluated. These campaigns were conducted on the social media platforms Facebook and Instagram. The analysis of nanoinfluencer marketing is supported by two interviews, one with a representative of an agency specializing in word of mouth and the other with a marketing expert of a brand with which an influencer communication campaign was conducted. The thesis offers a comparison between the two types of influencers, i.e. paid and unpaid nano. Their effectiveness and appropriateness of use is compared. At the same time, market segments using nanoinfluencers are defined and their suitability and success in these collaborations is assessed.
Czech Republic PR Professionals Profile
Kaclová, Markéta ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
The aim of the thesis is to describe the demographics of Czech PR professionals, the educational background of these workers, the original profession from which they came to public relations, and their job description. The last research question is satisfaction with their career choice and opinions on the conditions for success in this profession. The paper is based on an anonymous online questionnaire survey of 463 PR professionals from the Czech Republic in autumn 2022. The questionnaire was based on the regular UK CIPR State of the Profession survey and the European Communication Monitor questionnaire. Based on the data, it was found that the average age of Czech communication professionals is 40 years, 87% of them have a university degree, more than half of them in social sciences. Most of the respondents came to PR from another field, most often from the media, and for a quarter of the workers, working in PR is their first profession. Regardless of position or years of experience, the most common activity of all PR professionals is media relations, followed by communication strategies building, and the third most common is copywriting. Most respondents devote more than 60% of their time to PR. If their position is complemented by another role, it is marketing. Among the respondents, 60% were women,...
The perception of inclusion in the beauty sector marketing
Szewieczková, Anna ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
This thesis is devoted to the perception of inclusion in advertisements of the cosmetic industry by Czech consumers. The thesis aims to describe how consumers react to the inclusion in advertisements and how they accept the individual factors of DEI. In the theoretical part, the thesis is devoted to the perception of beauty over time, trends of the cosmetic industry itself or theoretical concepts of inclusion, diversity and inclusive marketing. The social topics that appear in public discourse in connection with the topic of inclusion are also presented. At the end of the theoretical part, practical examples of inclusive marketing are presented and its legislative modifications or recommendations for use are described, as well as the results of already conducted research dealing with inclusion in advertising and its perception. Last but not least, the diversity and specifics of the Czech market are also outlined. The research part of the thesis is based on the qualitative method of focus groups. Four focus groups with a total of 22 respondents were divided according to the place of residence and degree of education of the respondents. The research results indicate that inclusion in advertising is perceived predominantly positively by respondents, although there are differences between perceptions...
Product placement in selected korean dramas
Mrázková, Thuy Anh ; Rosenfeldová, Jana (advisor) ; Hejlová, Denisa (referee)
This thesis is devoted to product placement in selected South Korean television series. The first part provides a description of product placement as a marketing tool, its brief history as well as some of its used forms. Korean broadcasting laws and regulations are also mentioned for better understanding of the current broadcasting situation in South Korea. The second part of the thesis introduces the wave of South Korean culture also known as hallyu. Korean dramas have a major part in the spread of Korean popular culture, therefore a part of this thesis is devoted to characteristics of k-dramas and factors that differentiate Korean series from wesetrn programmes. The practical part of this work presents a quantitative analysis of product placement in three k-dramas (The King: Eternal Monarch, Mr. Sunshine, Tomorrow) broadcasted by different TV channels. The aim of the thesis is measuring the amount as well as identifying how product placement is used in korean dramas of various genres (romantic, historical, action). The results show that romantic k-dramas use the most product placements. Active visual representation is the most frequentlky used form of product placement in k- dramas.
The stratiec approach of luxury fashion brands to counterfeit goods
Kubů, Karolína ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
This thesis examines the strategic approach of luxury fashion brands to counterfeits. The democratization of luxury fashion, the acceleration of the fashion calendar, the boom in online shopping, and last but not least the coronavirus pandemic have led to the normalization of the ownership and promotion of counterfeits. The trade in counterfeits poses a long-term risk to the economy and society. The counterfeit business can finance organised crime and its production is harmful to the planet and to workers in the supply chain. The aim of this paper is to find out how brands are dealing with this situation - what tools and strategies they are using to combat counterfeits. The theoretical introduction of the thesis explains the concept of luxury, describes the different forms of counterfeiting from a legal point of view, presents the negative and positive effects of counterfeiting, as well as recommendations on how to combat it. A qualitative method was chosen for the research, which allows to look at the topics in depth and also to explore how the topics are approached. With the help of critical discourse analysis, an answer to the question is sought: What is the current strategic approach of luxury fashion brands towards counterfeit goods? Key themes that are most frequently mentioned by the media...
Perception of Balenciaga brand by Generation Z in the Czech Republic
Žurková, Tracy ; Hejlová, Denisa (advisor) ; Konrádová, Marcela (referee)
This bachelor's thesis focuses on the characteristics and marketing of luxury fashion brands, with an emphasis on the Balenciaga brand, and subsequently examines the perception of the brand by Generation Z in the Czech Republic. The work begins with an introduction to the topic and continues with an analysis of the brand as a key element of marketing, the characteristics of luxury brands, which are then put into the context of luxury fashion brands, and describes the marketing communication and public relations of luxury fashion brands. The thesis then describes the origin, history, and significance of the Balenciaga brand, from the time of its foundation to the current era of Demna Gvasalia. The typical clientele, marketing communication, and public relations are described for each period. The practical part of the work follows, describing the reasons for choosing qualitative research to fulfill the goals of the bachelor's thesis, the research methods, objectives, research questions, the set of respondents, and the wording of the questions for in-depth interviews. The analytical part then deals with the analysis of data from the responses of selected Generation Z respondents in the Czech Republic and uses their interpretation to answer the research questions. The work aims to understand the...
Influencer marketing: contemporary theory and practice on the Czech market
Vedralová, Adéla ; Hejlová, Denisa (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis deals with the phenomenon of influencers and influencer marketing in the Czech Republic. Its goal is to define the theoretical framework of influencer marketing and then verify whether the practice corresponds to the defined theoretical framework. First, the work discusses public relations, propaganda, the two-level model of communication, and opinion leaders. Subsequently, influencer and influencer marketing are defined, social networks are introduced and statistics of Czech users on the internet and social networks is defined. In the last part, the work is focused on the analysis of academic works younger than four years in order to keep the topic up-to- date. Findings from the analysis of academic papers are then compared with examples of influencer marketing on the Instagram.
Analysis of communication of alcohol producers on social media
Štefan, Petr ; Hejlová, Denisa (advisor) ; Oukropec, Jindřich (referee)
The diploma thesis "Analysis of communication of alcohol producers on social media" deals with marketing communication of alcohol producers on social media. Examines the period from 1/1/2020 to 12/31/2021. The thesis aims to map the marketing communication of alcohol producers on social media in depth, and at the same time to create a sufficiently broad context in which the results can be presented. The topic of alcohol marketing on social media is currently important because it can contribute to the formation of alcohol habits or create obstacles for alcohol consumers who are trying to reduce their consumption. The first part of the thesis establishes the theoretical basis of marketing on social media and legal regulations on alcohol advertisements. The second part of the thesis contains mixed research, which includes both quantitative and qualitative research methods. The results of each method are first interpreted separately and then the results of both researches are combined in the conclusion and presented together.
State strategic communication and disinformation - comparative study of the Czech republic and the Republic of Estonia
Doskočil, Ondřej ; Hejlová, Denisa (advisor) ; Vranka, Marek (referee)
The aim of this thesis is to through interviews with selected experts from both countries - the Czech Republic and Estonian Republic - find lessons and/or best practices in the areas of disinformation and strategic communication applicable to the Czech and Estonian state. I will gradually try to answer several substantive questions. How do selected experts perceive the resilience of the Czech Republic and Estonian Republic against disinformation? What specific methods do both countries use in combating disinformation? Do they have practical or theoretical knowledge and skills that can benefit the other country?
A comparison of Chinese and Czech oversea urban tourism
Wang, Yajing ; Testa, Alessandro (advisor) ; Hejlová, Denisa (referee)
The behaviour of tourists is a significant part of tourism research. Studies of tourist behaviour in China, the USA, the UK, and Germany are common. However, few studies have been conducted on the behaviour of Czech tourists, and even fewer have compared the behaviour of Chinese and Czech tourists. This study is based on Chinese and Czech tourists. It uses semi-structured interviews to collect data and uses thematic analysis to analyse and compare the travel behaviour of tourists from these two countries. The main areas of similarities and differences are found in travel motivation, information collection, tourist experience, and sharing habits. Because of the widespread use of social media nowadays, this study also explored the impact of social media on tourists from both countries while comparing travel behaviour. The results show social media does influence in terms of information seeking and travel sharing. However, tourists in both countries are aware of the impact of social media. The study results fill a gap in the English language literature on the tourism behaviour of Czech tourists and provide a basis for more in-depth research on Chinese and Czech tourism. Key words: Czech Tourism Chinese Tourism Tourist Motivation Information Collection Tourist Authenticity Tourist Photo- Sharing Social...

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