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Personalized Marketing: A Consumer's Perspective on the Benefits and Invasions of Privacy
Demitrovičová, Lenka ; Vranka, Marek (advisor) ; Rosenfeldová, Jana (referee)
The aim of the bachelor's thesis was to find out the consumer's view of personalized advertising, with a focus on the perception of privacy invasion. The work is divided into a theoretical and a practical part. The theoretical part first describes online marketing and its forms. Subsequently, personalized marketing is defined, focusing on its usefulness, criticism and explanation of the personalization privacy paradox. The last part of the theoretical part is focused on online privacy, related issues and the importance of trust and transparency in this industry. In the practical part, the goal of the work was to find out what positives and negatives consumers perceive in personalized advertising, while semi-structured interviews were also focused on their view of privacy violations and specific forms of personalization.
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Presentation of female politicians from a gender perspective on Facebook
Šindelářová, Kateřina ; Rosenfeldová, Jana (advisor) ; Shavit, Anna (referee)
The thesis focuses on the self-presentation of Czech female politicians through the lens of gender perspective on Facebook. It focuses on the issue of gender roles and stereotypes, which are put in the context of the political environment. It defines political communication and introduces the phenomena that appear in the field of political communication with the development of new and social media. It also presents the current situation regarding the representation of women in both chambers of the Parliament of the Czech Republic. Based on the identified gender aspects, it then examines the online communication of seven selected female MPs through quantitative content analysis and confronts the results with the existing knowledge in the field of gendered political communication. The findings of the analysis suggest that the selected women politicians tend to focus on more typically masculine issues, such as topics related to the foreign relations or economic and tax issues. In addition, the analysis focused on the presence of defined dimensions of personalisation and the selfie format as a tool of celebritisation of political communication. Both of these phenomena were minimally present in the analysis.
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Personalization of Polish political parties after 2005
Harzer, Filip ; Kubát, Michal (advisor) ; Mlejnek, Josef (referee)
The aim of this Master's thesis called "Personalisation of Polish political parties after 2005" is to examine the process of personalisation among selected Polish political parties between the parliamentary elections in 2005 and the parliamentary elections in 2015, and to determine whether personalisation of Polish political parties increased after 2005. The thesis is based around the most well-known theories of personalisation of politics and a number of assumptions articulated by Polish experts on the subject. Personalisation is examined predominantly at an institutional level. The theoretical part presents different approaches to research the phenomenon, and defines three main concepts: personalisation, presidentialisation, and celebritisation. Several important personalised projects carried out in Poland between 1989 and 2005 are also described. The empirical part of the thesis analyses the level and development of personalisation within and outside the selected Polish political parties. This thesis does not strive to extend the theoretical concepts of personalisation of politics; instead, it aims to enrich the research of Polish politics after 2005.
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Personalization of Polish political parties after 2005
Harzer, Filip ; Kubát, Michal (advisor) ; Mlejnek, Josef (referee)
The aim of this Master's thesis called "Personalisation of Polish political parties after 2005" is to examine the process of personalisation among selected Polish political parties between the parliamentary elections in 2005 and the parliamentary elections in 2015, and to determine whether personalisation of Polish political parties increased after 2005. The thesis is based around the most well-known theories of personalisation of politics and a number of assumptions articulated by Polish experts on the subject. Personalisation is examined predominantly at an institutional level. The theoretical part presents different approaches to research the phenomenon, and defines three main concepts: personalisation, presidentialisation, and celebritisation. Several important personalised projects carried out in Poland between 1989 and 2005 are also described. The empirical part of the thesis analyses the level and development of personalisation within and outside the selected Polish political parties. This thesis does not strive to extend the theoretical concepts of personalisation of politics; instead, it aims to enrich the research of Polish politics after 2005.
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Methods of customer lifecycle optimisation
Hlaváčová, Linda ; Střížová, Vlasta (advisor) ; Chytilová, Marie (referee)
If the e-shop wants to have loyal customers, they have to begin actively build the relationship with them. This master thesis discusses the methods by which can e-shop start working on building a strong customer relationship and put it in the context of modern trends in online marketing and current advanced communication technologies. Customer lifecycle optimisation which is closely related with data analysis, communication, online marketing and business process improving is not yet very known topic in the Czech Republic. It is so despite the methods aren't difficult to learn new tools or other entry barriers. Master thesis should provide the e-shop owners and their marketers with comprehensive guide how to apply the knowledge about the customer lifecycle to their e-shop.
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ANALYSIS OF CONTEMPORARY LIFE-STYLE ACCORDING TO GILLES LIPOVETSKY AND MICHEL MAFFESOLI: COMPARISON AND CONFRONTATION OF SELECTED THEMES, PROBLEMS AND CONTROVERSIES
VOLEK, Jan
The thesis analyzes and compares the approaches of two authors dealing with phenomena in contemporary society. It focuses mainly on issues of lifestyle and values. The thesis asks questions related to socialization and individualization of society. The thesis is divided into four parts. The first part is about definition of the basic terms (postmodernism, lifestyle, values). The second part is devoted to the concept of Gilles Lipovetsky. The third part focuses on the concept of Michel Maffesoli. In the fourth section, there is a comparison of these two concepts, where we are primarily focused on tracing argumentation clashes and controversies. In the final part, there is the presentation of the main questions and ideas, that come out on the basis of this comparison.
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