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The Perception of Woke-Washing Marketing by Generation Z Members in Slovakia
Rybárová, Veronika ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The subject of this thesis is the perception of woke-washing campaigns by members of Generation Z in Slovakia. It focuses on the influence on behavior, opinions, thought processes that such campaigns evoke, perception of the authenticity of these campaigns and the criteria according to which Generation Z evaluate activist campaigns in Slovakia.The theoretical part clarifies the definitions of terms, demonstrates examples, describes the perception of these campaigns internationally, the criteria according to which we distinguish brand activism and woke-washing and the ethical impact of the issue, as well as what we know about the regional context.The practical part explains the methodology, course and findings of the research, the aim of which was to find a deeper understanding of the perception of woke-washing campaigns in a selected sample of respondents. The research showed that the authenticity of brand-activism campaigns can be an important factor in shaping the final opinion of the campaign, but no significant conscious change in behavior was detected.
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Perception of heated tobacco products by generation Z
Illésová, Linda ; Hejlová, Denisa (advisor) ; Kulhánek, Adam (referee)
This bachelor thesis examines the perception of heated tobacco products by members of Generation Z. The first, theoretical, part aims to scrutinise the shopping behaviour and key characteristics of Generation Z. It then introduces the products of heated tobacco, the principle on which they function and possible health risks associated with their use. For the purposes and nature of this paper, it also emphasises the legislation and ethics codes, which deal with the issue of tobacco advertising. The work then focuses on the analysis of marketing strategies of specific brands of heated tobacco available in the Czech Republic - IQOS and glo. The second, practical, part examines the attitudes towards heated tobacco, using the methods of qualitative research in the form of semi-structured interviews. Researcher participants - members of Generation Z, aged 18 to 25, who have had previous experience with IQOS or Glo - answered questions about consumer behaviour, their motivation to use heated tobacco products and perceptions of marketing strategies. The work does not draw any generalisable conclusions but provides insight into the thinking and opinions of Generation Z.
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