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Role eWOM v procese nákupného rozhodovania
Kucharovicová, Zuzana
The Internet allows customers to share their experiences with, and opinions on, goods and services with other customers, that is, to engage in e-WOM communication. This paper consists of two major sections. The aim of the first one is to define the main e-WOM behaviour characteristics of Czech consumers and their motivations for transmission and exposure e-WOM behaviour. For this purpose, a questionnaire survey (n = 220) is conducted with a target group of people aged 16 to 54 years. The results indicate that the main reasons for exposure e-WOM behaviour are saving decision-making time, making better buying decisions, reducing cognitive dissonance and advice seeking when having product issues. In the case of transmission e-WOM behaviour, consumers are motivated by altruistic reasons, benefits of collective power and venting negative feelings. The second, experimental, section of this work examines the consumer's attention depending firstly on the e-WOM valence, the structural elements and the brand type, and secondly on the different characteristics of online reviews. In the first place, the results of the eye-tracking research (n = 24) illustrate a statistically significant impact of the interaction between the brand type and the e-WOM valence on consumer attention and in the second place it shows the dominance of the reviewer's name in attracting consumer attention. An in-depth interview is conducted in order to enlighten the results of eye-tracking research. Academic and managerial implications are discussed.
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Online reputation management as a tool for changing the perception of companies
Linhartová, Barbora ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The aim of this bachelor's thesis is to present a modern concept called online reputation management, which deals with ensuring the most favorable reputation of companies on the internet and thus support their positive perception. It is appropriate to address this topic mainly due to the rapid development of technologies, thanks to which the reputation is increasingly endangered, and at the same time it still remains a key value in companies. The theoretical part of the work first presents the corporate communication and PR, on which the research discipline is based, and which precedes the interpretation of the classical reputation of management. The main topic of the thesis then examines in more detail the importance of reputation management on the internet and the various techniques that companies can use to do so. The practical part focuses on a specific environment in which online reputation management is often applied, and these are review portals. Reviews have proven to be a key factor in building an online reputation, so it is appropriate for today's businesses to adapt in a timely and adequate manner to a dynamic internet environment where they can proactively manage user ratings to their advantage. The research itself provides insight into the decisions of current internet users not only...
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