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Media representation of historical milestones and related conspiracy theories in mainstream and alternative media in Slovakia
Bernátová, Miriama ; Cebe, Jan (advisor) ; Končelík, Jakub (referee)
The Diploma thesis named Media representation of selected events and related conspiracy theories in mainstream and alternative media in Slovakia is focused on media representation of historical events related to Slovak public officials, namely the death of Milan Rastislav Štefánik and the death of Alexander Dubček, which are the subject of various conspiracy theories. The theoretical part of the thesis focuses on placing the phenomenon of conspiracy theories in the context of media studies, followed by the division of the Slovak media structure into mainstream and alternative based on the available sources. Last but not least, theoretical part contains overview of available information regarding selected events. Subsequently, the representation of the events in selected Slovak digital media (aktuality.sk, dennikn.sk, sme.sk, hlavnespravy.sk, kulturblog.sk, zemavek.sk) is examined using frame analysis in order to map the frames through which the events are mediated and also the identification of individual conspiracy theories related to them. In terms of methodology of analysis, a combination of qualitative and quantitative approaches was used. As a result, the analysis offers an overview of the media representation of both events through the identified thematic categories, the individually assigned...
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Psychological Factors Influencing Efficiency of Cause-related Marketing
Bernátová, Miriama ; Vranka, Marek (advisor) ; Báča, Ladislav (referee)
1 Annotation The bachelor thesis called "Psychological Factors Influencing Efficiency of Cause-related Marketing", deals with selected psychological factors and their effect on credibility of the campaign, the attitude towards the brand and purchase intention, which may have overall influence on efficiency of marketing communication. The thesis consists of two parts - theoretical and practical. Theoretical part includes definition of cause-related marketing, its benefits and typology as well as examples of CRM use. Theoretical part is also focused on psychological factors examined further in the study. Practical part involves the replication of the study, which aim is to examine influence of certain psychological factors on the efficiency of CRM. Chosen psychological factors are the type of the product and the perceived fit between the product and a cause. The results of the research indicate influence on the credibility of the campaign, brand attitude and purchase intention even though the hypotheses of the research were not confirmed.
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