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Vliv sociálních sítí na chování spotřebitele
Chovancová, Silvie
CHOVANCOVÁ, Silvie. The impact of social networks on consumer behaviour. Br-no, 2023. Bachelor Thesis. Mendel University in Brno. Thesis supervisor Ing. Lucie Veselá, Ph.D. Social networks are part of almost every teenager's life. This paper is con-cerned with finding the impact of social networking on the consumer behaviour of Generation Z. It also investigates the attitudes of Generation Z towards the fear of missing out (FoMO) phenomenon. The subject of the research was Generation Z's behaviour on social networks, their shopping behaviour, motivation and discour-agement to buy, and last but not least their awareness of the fear of missing out. From the findings, recommendations were made that should help businesses in developing a marketing strategy that is effective in reaching out to Generation Z. These recommendations also include incorporating elements of FoMO.
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Prolegomena to the notion of self-realization: Updating the idea of the abolition of labor following Hegelian and Marxian philosophy
Herden, Paul ; Sepp, Hans Rainer (advisor) ; Ronge, Bastian (referee)
This thesis forms, in the first instance, a critical examination of labor in relation to the notion of self-realization following Hegelian and Marxian philosophy and their theories of action. In the second instance, it is a preliminary study of the concept of fomo (fear of missing out), which will be explored in more detail in the PhD based on the MA. In the first section, a critique of Andreas Reckwitz's and Hartmut Rosa's notions of self-realization is used to present the common view and contemporary engagements with said notion as relevant but insufficient. Both authors act as a proxy for a deficiency that turns out to be an all too great distance from metaphysical and historical-materialist positions and considerations regarding such notion as that of self-realization. Thus, in the main part, not only an attempt is made, by means of a renaissance of Hegelian and Marxian reflections on the concept of self-realization, to plausibilize and remedy this deficiency; moreover, by virtue of a detailed exegesis of their theories of action and examination of their categories, it is pointed out, above all, that Hegelian and Marxian philosophy intends the complete abolition of self-preservation (d. i. alienated and natural labor) and elevation into self-realization, even if both thinkers use the...
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The FOMO phenomenon in the context of the social network Instagram
Thein, Filip ; Rosenfeldová, Jana (advisor) ; Ježková, Tereza (referee)
This bachelor's thesis focuses on the FOMO phenomenon, ie the fear of missing out, on the social network Instagram. The theoretical part deals with the definition of the term FOMO from a psychological point of view and its application in marketing. Furthermore, it represents the relationship of generations to social networks with a focus on adolescents and young adults. The practical part uses qualitative research to examine how the FOMO phenomenon affects the activity of young adults on the social network Instagram. It also examines how users respond to FOMO marketing by influencers.
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Fenomén scarcity a FoMo a jejich percepce generací Y
Bazala, Štěpán
Bazala, Š. Fenomén scarcity a FoMo a jejich percepce generací Y. Brno: Mendelova univerzita v Brně, 2018. This bachelor's thesis includes the phenomenon of scarcity and FoMo marketing and their perception in generation Y. Through eye tracking and subsequent managed interviews, bachelor's thesis perceives selected marketing tools and their impact on consumer's final decision when they are shopping online. Based on the results identified by both of mentioned methods are given recommendations for the use of these tools in the development of marketing strategies in the internet environment for Y generation.
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