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A Gratification Perspective of Why People Buy Herbal Tea and What do They Want from it: A Content Analysis of Tea Products' Online Reviews
Yang, Wenyu ; Jeřábek, Hynek (advisor) ; Remr, Jiří (referee)
In the three years since the spread of COVID-19, herbal medicine as a potential treatment has been presented increasingly frequently. These conversations fueled an already robust industry for herbal supplements. People can use herbal remedies without a prescription or referral from a doctor. However, several adverse consequences have been reported as a result of the unrestricted use of herbal remedies. Existing research on herbal remedies consists primarily of pharmacological and anthropological investigations; social science study on the topic is limited. This thesis questioned the social and psychological motivations behind the individuals purchase of herbal teas. The analysis of online herbal tea reviews revealed three levels of herbal tea consumption reasons: flavour and commodity attributes at the commodity level, herbal medicine effects and ingredients at the instrumental level, and personal ritual activity and lifestyle choices at the symbolic level. The thesis identifies three distinct groups of herbal tea drinkers whose consumption patterns and motivations differ dramatically. These results contribute to the public's comprehension of herbal remedies and to the government's management of this expanding market. Keywords Gratification Theory, Content Analysis, Consumption, Online Reviews, Teabags
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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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Application of online reputation management for accommodation facilities
Martinková, Petra ; Jenčková, Jiřina (advisor) ; Telyčková, Radka (referee)
The aim of the diploma thesis is to analyze the use of social media and use of online reputation management tools by accommodation facilities. Information was obtained from survey among four and five star hotels situated in Prague. Moreover there is an analysis of online reputation management tools which are currently available on the market. After detailed analysis certain conclusions and recommendations are proposed to hotels to help them with effective communication on social media as well as with effective management of online reputation which is nowadays very important for potential guests who search for their accommodation online.
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