|
| |
|
|
Humor as a marketing tool and its impact on consumer behavior
Janjić, Saška ; Vranka, Marek (advisor) ; Halada, Jan (referee)
The bachelor thesis, titled Humor as a marketing tool and its impact on consumer behavior, deals with the use of humor in marketing communication. The main objective of the thesis is to explore the effect of humor in marketing on brand perception and purchase intensions of consumers. The thesis is divided into two parts - theoretical and practical. In the theoretical part, the consumer is being focused on firstly in order to understand principles of market behavior and factors that influences this behavior. Comprehending that is crucial in order to thoroughly understand the impacts of humor that are described in following parts of the thesis. The next part of the thesis deals with humor from a psychological point of view, it explains what humor is and describes some of the selected theories. The last chapter of the theoretical part connects humor and marketing, explains the principles, the effects, but also the advantages and the disadvantages that this practice deals with. The practical part consists of research that aims to explore the effects and the impacts of humor in marketing on the perception of promoted brands and the purchase intentions of consumers. The results of the research suggest that humor has some positive effects on brand reception. Especially, consumers perceive the brand as...
|
|
| |
|
|
Humor as a marketing tool and its impact on consumer behavior
Janjić, Saška ; Vranka, Marek (advisor) ; Halada, Jan (referee)
The bachelor thesis, titled Humor as a marketing tool and its impact on consumer behavior, deals with the use of humor in marketing communication. The main objective of the thesis is to explore the effect of humor in marketing on brand perception and purchase intensions of consumers. The thesis is divided into two parts - theoretical and practical. In the theoretical part, the consumer is being focused on firstly in order to understand principles of market behavior and factors that influences this behavior. Comprehending that is crucial in order to thoroughly understand the impacts of humor that are described in following parts of the thesis. The next part of the thesis deals with humor from a psychological point of view, it explains what humor is and describes some of the selected theories. The last chapter of the theoretical part connects humor and marketing, explains the principles, the effects, but also the advantages and the disadvantages that this practice deals with. The practical part consists of research that aims to explore the effects and the impacts of humor in marketing on the perception of promoted brands and the purchase intentions of consumers. The results of the research suggest that humor has some positive effects on brand reception. Especially, consumers perceive the brand as...
|
|
|
Divnolidi z Brna a okolí: Construction of otherness on Facebook social network site
Matesová, Kateřina ; Švelch, Jaroslav (advisor) ; Hladík, Radim (referee)
This thesis aims to describe and analyze the process of construction of otherness, use of humour and taste performance on Facebook page Divnolidi z Brna a okolí. Theoretical background explores contemporary approaches to the research of social network sites (particulary on privacy and sharing; a separate chapter is devoted to Facebook social network site), sociological term of taste as the instrument for social distinction (here, the study is primarily based on the work of Pierre Bourdieu), interdisciplinary concept of otherness (in which we examine works of Mary Douglas, Stuart Hall and Marc Augé) as well as theoretical approach to humour called theory of superiority. We conducted a quantitative description of Divnolidi z Brna a okolí page and a qualitative analysis (a method often called "data-crawling") of 47 page posts. Analytical section of this study focuses on answering following questions: What types of posts can be found on the site? How are individuals captured in these posts perceived? How do the users perceive taste / otherness of the captured individuals? Where were these "weird people" (in Czech language "divnolidi") spotted and how do the users perceive these places? Furthermore, we analyze the use of humour by the page users and the way they react to the site's policy and other...
|
|
|
Humor of facebook and its role in the presidential election campaign
Dubská, Veronika ; Švelch, Jaroslav (advisor) ; Dvořák, Tomáš (referee)
This thesis deals with humour on Facebook, I examine the themes and practices of humorous posts that are related to the direct election of the President of the Czech Republic,in particular to the two candidates who got into the second round of presidential elections, Karel Schwarzenberg and Miloš Zeman. In the theoretical part I introduce humour from a theoretical point of view. I identify three central theories, types of jokes and function of laugh. In subsequent chapters I define the basic assumptions that lead to the involvement of fans in the creation of online posts, which can circulate through social networks. I present new tools in online political marketing and summarize the basic topics of the official campaigns of both candidates. In the practical part I analyze, using the grounded theory, how and why Facebook users worked with humour in posts which respond to the presidential election. The material which was searched, can be described as illustrated jokes, photos with or without text, collages, comics or cartoons from official and unofficial Facebook pages of both candidates. The research showed that humour had primarily negative role during the campaign. Humour was a tool to defame and ridicule the candidate, jokes showed his shortcomings. It also warned voters what could happen in the...
|
guest ::
