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Gender stereotypes in communication of retail chains on Facebook network
Zieglerová, Lenka ; Reifová, Irena (advisor) ; Vochocová, Lenka (referee)
The thesis "Gender stereotypes in the communication of retail chains on Facebook" deals with the topic of gender stereotyping in the Facebook network. In the theoretical part of the thesis, the theoretical foundations are analyzed. The introductory part of the thesis introduces new media, their theoretical basis and history, and then defines the social network Facebook, on which this work focuses. The thesis focuses on gender and gender stereotypes, specifically the gender stereotyping of women. The aim of this thesis is to transfer the outlined theoretical basis, which focuses primarily on new media and gender stereotypes, into practice and to analyze the presence of female gender stereotypes on Facebook pages on the Czech market that primarily target the female audience. Specifically, it is examined whether and how retail chains use female gender stereotypes to communicate, frequency and what types of female stereotypes are most common, and whether the use of gender stereotyping of women changes over time. At the same time, the work also focuses on women's autostereotypes, specifically how women respond to the presence of female gender stereotypes in Facebook communication and whether there is a visible difference from communication without using gender stereotyping of women.
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Facebook communication design for Zumba instructor
Sverlov, Anton ; Pešek, Ondřej (advisor) ; Koudelka, Jan (referee)
The main aim of this Bachelor's thesis is to design communication on the Facebook social network to reach potential customers on the example of specific Zumba courses with a minimalist budget. This thesis describes the advantages and disadvantages of social networks as a communication channel, here are some suggestions how to prepare communication on social networks using Facebook as an example, there are also described the tools, which are offered by Facebook, for marketing communication. In the practical part of the work there is: proposed content strategy, content itself and other ways of oneself's promotion for the facebook page of the Zumba instructor. This proposal is based on a research of competition communication, study of the current facebook communication of the page and the analysis of the target group. The conclusions might be helpful for communicating on Facebook to small projects, start up projects and personal brands that tend to use free of charge tools, and are the creators of their site content.
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Improving the competitiveness of ecommerce shop by using Internet social networking site Facebook
Vejlupek, Milan ; Molnár, Zdeněk (advisor) ; Měsíček, Libor (referee)
This bachelor thesis is dedicated to enhance the competitiveness of comerce shop using the Internet social networking site Facebook. In the beginning of this thesis the basic information about Internet marketing, marketing communication and the environment where this communication takes place are described. In the next section one can find the basic information about social media, Twitter and Facebook. Facebook is described in more details in the next chapter, in which one can also find information about the options of advertising on Facebook, its users and some of its features and capabilities offered. In the second half of this thesis one can find all the relevant information related to the creation of successful corporate presentation on Facebook. The next part of the thesis describes specific plan suggestions for corporate presentation on Facebook for eshop StreetKing.cz and following implementation of the suggested solution with the evaluation of available results. The main benefit of this thesis is for all marketers who stand before the foundation of its corporate presentation on Facebook.
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