|
|
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...
|
|
|
Concept of Sustainability in business
Šalplachtová, Iva ; Klabíková Rábová, Tereza (advisor) ; Koudelková, Petra (referee)
The thesis deals with the theoretical basis of concepts such as sustainability and corporate social responsibility, always regarding the division into three pillars - environmental, economic, and social. These are the basic building blocks of all chapters, as well as the whole work. Based on these concepts, it was necessary in the first part to state the reasons why these concepts were created, and it is important to talk about them today - specifically in the chapters on the current situation of the world and its crises. The practical part is focused on a case study of the company Myslíš ?, which basically builds on these pillars and topics. The company is mapped for a period of two years from its establishment until the time of writing this work. The study concludes with a discussion that discusses whether the concept is correct and functional and asks other questions.
|
|
|
Influence of CSR on brand image promotion
Maršál, Jakub ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis deals with corporate social responsibility and examines how this responsibility helps with improvement of the company's image. The work is divided into two parts. The theoretical part explains the history of CSR, the definition of important concepts and presents the development of the theoretical concept of social responsibility. The practical part is processed by an analysis carried out by a questionnaire survey, which examines the preferences of respondents in this area and finds out whether CSR activities help to improve the company's image. In conclusion the data is evaluated and possible adjustments that would help in this area are suggested.
|
|
|
In-store Marketing Communication of Perfume Chain Sephora
Gajdučeňa, Darija ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The main objective of this bachelor thesis is in-store marketing communication and its use in cosmetic stores. The theoretical part of the thesis deals with in-store marketing communication, the use of POP and POS tools, building the atmosphere at the point of sale and the use of sensory marketing to influence the consumer in stores. This briefly describes the cosmetics industry, its current form and the historical development of specific segments at the turn of the 19th and 20th century. The practical part of the thesis first introduces Sephora perfumery on a global scale, then focuses only on Czech stores. This is followed by a description of the common features of Czech Sephora stores and a description of two pre-selected stores on Václavské náměstí and Národní třída in Prague. The research part is devoted to the analysis of data obtained with the help of qualitative interviews conducted with customers of Prague Sephora stores. The aim of the thesis is to evaluate the use of in-store marketing communication in cosmetic stores.
|
|
| |
|
|
Valorization of CSR activities of Plzeňský Prazdroj Ltd.
Řezáčová, Natálie ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis deals with the evaluation of CSR activities of the company Plzeňský Prazdroj. The thesis defines the concept of Corporate Social Responsibility, as well as its segments. Furthermore, it covers the critique of CSR. It further focuses on defining stakeholders and therir segments. Subsequently the thesis focuses on CSR in controversial industries, as well as on the overal public perception of CSR. In the thesis there are also stated curret activities of Plzeňský Prazdroj, which include responsible consumation and communication of alcohol beverages, community support, responsible development and CSR within the HR. These activites of Prazdroj are subsequently evaluated based on the suggestions stated in theory. Such recommendations include usage of less salient activites, avoiding strategic dilema, transparent communication and integration of CSR into management strategies. Prazdroj does not meet the first three ciriteria completely, the fourth criterion is, however met entirely. To validate these suggestions a social experiment was arranged. The experiment was performed in the form of a quantitative questionnaire, while the independed variables were changed. The respondents were randomly divided into four groups, each of which reacted to different variant of the questionnaire. Two...
|
|
|
Redken brand strategy - transition from B2B orientation towards B2C strategy
Lacková, Karina ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The main topic of this thesis is the modification of the Redken brand strategy from B2B to B2C orientation. Within the theoretical part, the current beauty market is primarily examined. The most important factors influencing the cosmetics industry are identified, such as the Covid-19 pandemic, the online space of social networks and e-commerce, or current social trends influencing shopping behavior such as the Clean beauty trend or the Self-care trend. Theoretically, the B2B and B2C market and their differences are further defined. The process of creating a strategy and its individual steps are also presented. Last part of the theoretical section is the definition of the Redken brand, its history, values and branding. The practical part includes qualitative research in the form of in-depth individual interviews with respondents from the managerial and hairdressing spheres. The analysis further consists of external environment analysis named PESTLE, customer segment analysis, competition analysis, and SWOT analysis. Based on the obtained primary and secondary data, a strategy is prepared in the form of a tactical annual plan. This plan consists of specific sub-steps, which are set in four quarters and six cycles. The prepared strategy takes care of the compliance of current branding and brand values...
|
|
|
A case study on public diplomacy and nation branding - the Czech center in New York City
Richter, Daniel ; Klabíková Rábová, Tereza (advisor) ; Konrádová, Marcela (referee)
The aim of this bachelor thesis is to determine the success of the Czech Center in New York in public diplomacy and nation branding. The thesis is divided into 5 parts and a conclusion. The main objective of the thesis was to find out the mission of the Czech Center and then to follow this up with research on whether it is successful in its activities. The thesis notes the development of the Czech Centers in general and the specifics of center in New York, then discusses the economic situation. Mainly the thesis notes what the most important activities of the centre are. I worked with sources from the Czech Centrers directly (interviews with the Director General of the Czech Centres and the Director of the Czech Center in New York), as well as with professional literature or news reports. A large part of the work also consists of research. There I found out from both Czech and American respondents what they would like to see in at a Czech Center. Then, by comparing these results with other information found, I can say whether the Czech Center in New York is effective and add short recommendations for their communication.
|
|
|
How has the Covid-19 pandemic changed the communication of universities in The Czech Republic?
Cerhová, Anna ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The bachelor thesis aims to analyse the development of communication of public universities in the Czech Republic over the years. The thesis focuses on the period before the Covid-19 pandemic, during the pandemic and then analyses the changes in communication after the pandemic. The aim of the thesis is to identify the tools that universities used in crisis communication and their impact on contemporary communication. Key research questions include discovering how universities communicated, whether they were forced to adopt new communication strategies, and whether they intend to continue these new communication trends. As part of the research investigation, the thesis examines communication on social media through content analysis and then verifies how the target group perceives the transformation of communication through a questionnaire survey among students. In a broader perspective, this thesis aims to highlight the importance of crisis communication of public institutions and to suggest possible solutions that could contribute to more effective communication.
|
|
|
Vaccination as a communication challenge: an analysis of the arguments and factors influencing its (non-)acceptance
Hájková, Karolína ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
This diploma thesis deals with the negative phenomenon of refusing vaccination,the declining vaccination coverage, and the return of infectiousdiseases which are preventable by vaccines. This is an international phenomenon which was identified by the World Health Organization in 2019 as one of the top ten threats to public health. The topic of rejection and hesitation in vaccination is a complex issue which is influenced by many factors. These include,for example, the media environment, geographical and financial barriers, historical influences, personal experience, health literacy, risk perception and many more. Failure to adopt immunization programs is a collective, not individual, public health problem. It is therefore necessary to map these factors and to analyze the arguments against vaccination which prevent its adoption. The thesis contains a brief mapping of the history of refusal of vaccination, elaboration of a comprehensive set of factors influencing the acceptance of vaccination, analysis of selected arguments against vaccination, and finally, a summary of knowledge for creating strategies for adopting immunization programs.
|
guest ::
