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Role of influencers on Instagram in life of teenagers
Pichlerová, Klára ; Zezulková, Markéta (advisor) ; Orhan, Mehmet A. (referee)
The main topic of the diploma thesis is the role of modern opinion leaders on social networks, in this work specifically on Instagram, in the life of teenagers. The objective of the theoretical part of the thesis is to characterize influencers and to put them in the historical context of opinion leadership. Since the thesis deals with influencers on social networks, it also explains the historical context of the establishment of the Internet and the Web 2.0, thanks to which these platforms could originate. The last chapter of the theoretical part is devoted to the characteristics of the present generation of adolescents and their relation to social networks. The practical part analyzes the results of the quantitative measurement. The research was distributed among students from one secondary grammar school in Prague using an internet link. The questionnaire was consisted of five parts, each focusing on a different topic. At the end of the thesis there is a discussion of the results in the context of the theoretical framework. Based on the research, it was found that teenagers spend about 30 minutes per day on Instagram and mostly before bedtime. They consider it as a social network with a negative impact, especially on the quality of sleep and cyberbullying. Influencers on Instagram inspired them...
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TV Viewing Habits between Generations
Meisnerová, Eliška ; Zezulková, Markéta (advisor) ; Veselková, Zuzana (referee)
This thesis deals with the differences of TV viewing habits between generations. The aim is to find out how different are their viewing habits. How much time each generation spend watching television, which TV channels and TV programmes are they watching. The thesis compares generations of Baby Boomers, X, Y and Z. The thesis is divided into two parts, theoretical and analytical. The theoretical part contains a description of television as a mass media and describe its development. The theoretical part also characterizes the television market and the main TV stations in the Czech Republic. There are also explained terms as Ratings, ATS or Target Affinity Index. The thesis also contains a short description of television program schedules. At the end of the theoretical part are characterized generations and their characteristics. The analytical section tries to find answers to research questions. How does TV watch time vary between generations? The thesis shows that generation Baby Boomers is watching television the most, and has the biggest divergences in viewing during the week and during the year. Second question is about most watched channels. The most watched channel across all generations was Nova station. Third question find answers about programmes. The most watched programme in 2017 was the Christmas...
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Brand engagement on social media: Case study of intercultural raction comparison to commercial media content of Purina brands
Kubínová, Monika ; Zezulková, Markéta (advisor) ; Lütke Notarp, Ulrike (referee)
The aim of this thesis is to understand how the same marketing media content affects audiences of different cultures. Many global brands are managed centrally with unified marketing communication shared across the nations. Content relevance is tested abroad and may not be relevant to all countries where the communication is published. McQuail in his book Introduction to Mass Communication, mentions that different cultures accept the same media content with different effects. I will use a case study for the analysis of intercultural communication of centrally managed brands that will examine the difference in responses of Facebook users to centrally created marketing communication of the Felix and ProPlan brands that belong under the umbrella brand Purina. I divided the case study into two parts, the first part will be devoted to the content analysis of documents, statistics and already existing research from which I formulated research questions. The second part is a semiotic analysis of comments of the Facebook users to the Purina brands that is answering the research questions. The data from the comments shows that the reactivity within the two countries studied differed significantly and depended on the cultural differences defined by Hofstede's cultural comparison. Based on this case study, it...
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Alcohol in Media According to the Generation Z: Youth Perception, Attitudes and Experiences
Mrázová, Markéta ; Zezulková, Markéta (advisor) ; Soukup, Martin (referee)
The aim of this thesis is to understand attitudes, perceptions and experiences of Czech adolescents, i.e. present representatives of Generation Z, with regard to the alcohol in the media. The theoretic part summarizes relevant researches, concepts and articles related to the topic of this paper. Therefore, the paper describes adolescents from the perspective of the generational context, explains the specifics of targeting the youth and also reflects their media behaviour. The theoretic part is further focused on description of various formats of alcohol in the media with regard to adolescents; the paper also explains the current legislative regulations of alcohol commercials in the Czech Republic. The practical part focuses on evaluation of own research, based on the principles of Q-methodology - a research approach which enables deeper understanding of attitudes, perceptions and experiences of the topic by the selected target group. Based on this research, it is concluded that Czech adolescents perceive alcohol in a positive way. This positive perception is further strengthened by its socio-cultural role in the Czech society and mainly positive presence in the media formats which support its confident perception. Adolescents' attitude towards the planned alcohol regulation is uncertain. They...
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Trends in communication between the brand and customer in the context of delelopment of social media on the example of the fashion retail Everlane
Pavlík, Mikuláš ; Vochocová, Lenka (advisor) ; Zezulková, Markéta (referee)
This thesis focuses on the current possibilities of corporate communication on social networks, presented on the example of Everlane fashion brand. The central theme of the whole thesis is the issue of sustainability and transparency, especially in relation to fashion. In addition to the specifications of selected social networks, such as Facebook, Twitter, and Instagram, the theoretical part presents foreign researches that examine these topics from both corporate approach and customer interest. The descriptive section of the thesis analyzes the monthly social networking experience of Everlane brand, which examines in which way, for what purposes and how differently is it possible to access each network, including interaction with the customers themselves. The main research question of the qualitative analysis is as follows: How does the Czech public evaluate interest in the topic of sustainability of the clothing industry professional and how, according to them, do fashion brands approach the topic in social media communication? Interviews with selected Czech fashion experts are conducted and analyzed through grounded theory, in order to provide an insight into the issues in the context of the local market.
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Children's Books and Media Convergence
Parkanová, Šárka ; Zezulková, Markéta (advisor) ; Köpplová, Barbara (referee)
This thesis focuses on the children's literature and the cross-medial approach to storytelling for children. The topic is seen in the context of the Czech Republic and the German-speaking part of Switzerland. The aim of this thesis is to understand the relation between the children's literature and the cross-platform approach to the children's story from the point of view and an experience of book publishers, professionals on the children's media and the media in the life of children and children themselves. Within the frame of the cross-national social research was used the method of in-depth interviews with the adult participants and the method of focus groups with the children. According to the results of the research is neither the market environment nor the attitude of the society in the Czech Republic or Switzerland ideal for creating the children's cross-media contents, but the situation is slowly changing and it is possible that the share of the cross-platform contents created for children by the local authors will increase in the future.
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Critique of current consumer society
Jelínková, Klára ; Rosenfeldová, Jana (advisor) ; Zezulková, Markéta (referee)
This bachelor thesis is aimed to provide a characteristic of current consumer society. First part is dedicated to its definitions and evolution. The thesis is based on three-phased classification according to Lipovetsky, there is a discussion between his concept and other authors who were selected by the method of literary research. The selected authors agree that the consumer society entered the current phase in the period of the 1970s and 1980s. As a result of globalization and the associated socio-economic changes, one of its most distinctive features is strong individualism. Conspicious consumption, such as the consolidation of the status position, is receding in the background, today's consumers express their own identity through the consumption. Consumption has grown into culture, it became a lifestyle. Consumers are producers of this culture. The paper also discusses the negative consequences of excessive consumption. The last part is devoted to the issue of Critical Marketing Studies, which tries to critically approach marketing activities and also develops awareness of non-commercial marketing activities.
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Marketing segmentation of the elderly market
Spěváková, Kristýna ; Zezulková, Markéta (advisor) ; Halada, Jan (referee)
(Abstract) The bachelor thesis deals with the issue of marketing segmentation with a focus on the population over 55 years of age. First part of the thesis conveys the theoretical framework of this phenomenon, where key segmentation approaches are presented and segmentation itself is incorporated into a wider strategic framework along with targeting and positioning. At the same time, current topics and debates within the marketing segmentation are elaborated, with the emphasis on the controversy over the validity of the age-based segmentation of the elderly market. The practical part presents author's research based on data from the MML-TGI database, which aims at revealing the differences between the cohorts of the older population and at the same time it aims at characterizing these cohorts. Finally, another mission of the research is to confirm the assumption that the segmentation of the elderly population with age as an exclusive segmentation criterion without recognizing various differences between members of this group is not appropriate.
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Perception of the use of sexuality in marketing campaigns
Mikhovitch, Irina ; Zezulková, Markéta (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis titled "Perception of use of sexual motives in marketing campaigns" describes and analyses the use of sexual motives and how viewers perceive them according to the intensity of sexual information and relevance of the product. The aim of this thesis is to ascertain how the viewer perceives the use of sexual elements in marketing campaigns, whether male and female sexuality are perceived differently within these campaigns, and how important the relevance of the product is. The thesis is divided into two parts - theoretical and practical. The theoretical part deals with the different types of sexual motives and the ways in which sexual information is used. It also deals with the question of why sexuality is used in marketing campaigns and how men and women perceive it. The practical part deals with questions such as how people respond to the increasing intensity of sexual motives in campaigns and how marketing campaigns are perceived and evaluated depending on the relevance of the product itself. The question is explored through selected campaigns using qualitative analysis.
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Using New Technologies in Healthy Lifestyle Interventions Targeted at Children: The Case of the Netherlands
Háša, Marek ; Zezulková, Markéta (advisor) ; Klimeš, David (referee)
New technologies such as social media or mobile games are often listed among the main contributors to the ever-increasing obesity rates among children. Paradoxically, the same technologies also bring potential to enhance the effectivity of healthy lifestyle interventions targeted at children. This thesis investigated the approach of the creators of such interventions towards the use of new technologies. The author devoted his attention to downstream social marketing interventions realised in the Netherlands because of the country's low youth obesity rates and exceptional position in the latest innovation rankings. The central objective of this instrumental multiple case study research was to reveal the benefits and limitations of the researched practice as perceived by the interventions' creators. Studying available documents and conducting four semi-structured interviews with the creators enabled the author to reconstruct the contexts and strategies of four Dutch healthy lifestyle interventions promoting exercise and healthy sleep and nutrition among children. The results indicated that the creators indeed regarded new technologies as a threat to children's physical and mental well-being; nevertheless, they also accepted them as an inevitable part of today's media environment and aimed to...
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