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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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"Leader" Marián Kotleba
Pecuch, Valentín ; Kubátová, Hana (advisor) ; Kuľková, Miroslava (referee)
Personalization of politics has become a global phenomenon nowadays. Politicians are becoming more frequently characterized by their personal qualities, and are becoming more and more prominent at the expense of their parties. My bachelors thesis is focused on personalization of far-right groups and parties, more particularly on the personalized leadership of Marian Kotleba throughout his political career. The aim of the thesis is to analyze, to what extend does Marian Kotleba meet the indicators of a personalized leader. The thesis is divided into three chapters. The first chapter focuses on the theoretical basis, while the second sketches political biography of Marian Kotleba and political groupings and parties Slovak Togetherness, Slovak Togetherness - National Party and Kotlebists - People's Party Our Slovakia. The third part is concerned with categorizing personalized leadership of Marian Kotleba and analysis of indicators typical for personalized leaders. Resulting from our analysis, Marian Kotleba met most of the indicators marking a personalized leader. This confirms the claim that far-right parties usually have very strongly personalized leaders. However, this far-right orientation becomes a handicap, because state limited Kotleba in some instances.
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