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Data Protection and Data Misuse in Marketing Communication
Tokarčíková, Zuzana ; Vranka, Marek (advisor) ; Houdek, Petr (referee)
The diploma thesis deals with the issue of data protection and misuse in marketing. The aim of the work was to examine the perception of this issue by digital marketers, to identify the causes of insufficient compliance with the principles of data protection and to find out the main barriers related to data protection in this industry. In the theoretical part of the work, basic terms are defined, the use of data in digital marketing, methods of obtaining them and risky areas of working with them are presented. The practical part of the work includes qualitative research in the form of semi-structured interviews with digital marketers. The results of the research showed that digital marketers perceive the topic of data protection as important, but in practice the procedures appear to be inadequate. The main reasons for the lack of data protection among digital marketers are the low priority of the topic within the marketing community, the transferred responsibility for data protection and the technical and legal complexity of the topic. The main barriers contributing to insufficient data protection include the attitude of the marketers themselves, lack of support from company management, lack of easily accessible information on correct procedures and mistrust of the enforceability of sanctions.
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Transforming Democracy in the Digital Age: The Cambridge Analytica and Facebook Scandal
Tomšů, Adriana ; Šindelář, Jakub (advisor) ; Mejstřík, Martin (referee)
This bachelor's thesis focuses on the issue of the adaptation of democracy to the increasing influence of digitization. First, in the introductory part, the context is set in the ongoing debate about the given issue within the experts. After that, key concerns about democracy in the digital age, the attitudes of optimists and pessimists, and the possibilities of using social networks in political campaigns are presented. Subsequently, the practical part contains qualitative research, which is carried out using the case study method. The chosen case study is the misuse of data in the Brexit campaign, also known as the "Cambridge Analytica & Facebook scandal". The final part deals with the reaction of the European Union and the attitude towards the current measures. The aim of the thesis is to point out the issue of misuse of digital platforms in the framework of political campaigns and the violation of the basic principles of democracy. The thesis seeks an answer to the main research question leaked in the introduction: "Can we consider the way in which the European Union responded to the growing influence of technology in political campaigns to be sufficient?". Based on the obtained data and a detailed analysis of the given case study, this thesis concludes that the current measures in connection...
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