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This bachelor thesis deals with the phenomenon of influencers and influencer marketing in the Czech Republic. Its goal is to define the theoretical framework of influencer marketing and then verify whether the practice corresponds to the defined theoretical framework. First, the work discusses public relations, propaganda, the two-level model of communication, and opinion leaders. Subsequently, influencer and influencer marketing are defined, social networks are introduced and statistics of Czech users on the internet and social networks is defined. In the last part, the work is focused on the analysis of academic works younger than four years in order to keep the topic up-to- date. Findings from the analysis of academic papers are then compared with examples of influencer marketing on the Instagram.

The bachelor thesis entitled TikTok marketing in the Czech Republic deals with a modern phenomenon - the Chinese social network TikTok. It's the fastest-growing social network in the world, which is starting to have a big impact, but there is a minimum of research on it so far. The aim of my thesis is to describe how Czech marketers are currently working with TikTok. The theoretical part first describes TikTok as such, its history, functioning, business model, users, algorithm and problems, then also the ways in which it can be used by marketers. In the practical part, qualitative research was carried out, which through in-depth interviews found out how TikTok is used for promotion in the Czech Republic and the ethical problems associated with it are solved. Among the respondents were ten marketing experts. The acquired data were analyzed using the open coding method in order to categorize them and draw conclusions.

The diploma thesis "Analysis of communication of alcohol producers on social media" deals with marketing communication of alcohol producers on social media. Examines the period from 1/1/2020 to 12/31/2021. The thesis aims to map the marketing communication of alcohol producers on social media in depth, and at the same time to create a sufficiently broad context in which the results can be presented. The topic of alcohol marketing on social media is currently important because it can contribute to the formation of alcohol habits or create obstacles for alcohol consumers who are trying to reduce their consumption. The first part of the thesis establishes the theoretical basis of marketing on social media and legal regulations on alcohol advertisements. The second part of the thesis contains mixed research, which includes both quantitative and qualitative research methods. The results of each method are first interpreted separately and then the results of both researches are combined in the conclusion and presented together.

This master thesis analyses the effect that online influencers have on the shopping behavior of Generation Y. Conclusions will be formed through examining qualitative research, gathered from a sample of Generation Y candidates living in the Czech Republic, in regard to how the candidates perceive influencers and their recommendations. Theories relating to the reliability of influencers, due to paid cooperation, will be studied to determine whether online users prefer classic forms of promotion. Generation Y was selected as there is evidence to suggest they are the last generation to grow up without online influencers present. The emphasis was mainly on their attitudes, opinions and real experiences. This master thesis will be divided into three areas; literature review, methodology and findings. The purpose of the literature review will be to evaluate existing theories and allow conclusions to be produced from the chosen research topic, electronic resources and professional articles were determined as reliable sources. The methodology explains the process of how the data was collected and analysed, primary research of qualitative data was collated via ten semi-structured interviews from carefully selected candidates. The findings section of this thesis will explain in detail the conclusions drawn...

The aim of this Diploma Thesis is to explore dynamic development and tendencies of South Korea, focusing mainly on ambitions exhibited in recent decades. By using and defining concepts such as soft power, nation branding and middle power, which are rather new in the academic sphere, the following chapter applies the theoretical background directly on South Korean motives and achievements in terms of positioning itself as a significant player in an international sphere and becoming a country of high repute. This Thesis describes resources, instruments and key agents of soft power, contextualizing important happenings by adding historical or cultural circumstances. These findings serve as the base for the following case study focusing on South Korean soft power in the Czech Republic. To answer the main question of this Thesis, to what extent is South Korea successful in building its positive reputation in the Czech Republic, the qualitative content analysis is used for exploring the content of selected media. Overall findings show that South Korea is mostly reflected in positive light there, especially in connection with advanced technologies, innovations and strong commercial brands. The progress of maintaining the country's good reputation demonstrates the comparison of two periods eleven years...

The trend of virtual influencers in brand marketing strategy and its adaptation in Czech Republic Author: Bc. Michal Bubeníček Study: Strategic communication Supervisor: Ing. Ladislav Báča Year: 2022 Abstract: This diploma thesis is devoted to the trend of virtual influencers and their possible use in the Czech Republic within the framework of brand communication. The thesis aims to investigate the role of these tools in marketing communication from the point of view of Czech experts. The introduction of the work focuses on the intermingling of reality and the digital world, followed by clarification of the term virtual influencer and examples of these projects from around the world. The practical part of the work is based on the qualitative method of structured expert interviews. The data analysis provides insight into the perception of virtual influencers from the point of view of Czech experts and clarifies the expectations of this technology, its pros and cons, and the possibilities of its use.

Reklama na instagramových profilech českých influencerů generace Z Bakalářská práce Autor práce: Lucie Novotná Abstrakt anglicky Abstract This bachelor thesis focuses on advertising on Instagram profiles of the ten most followed Czech influencers from Generation Z. The theoretical part of the thesis defines terms such as Instagram, influencers, Generation Z and explains the general principles of influencer marketing, the functioning of advertising on Instagram and the forms of partnerships between brands and influencers. The practical part of the thesis then focuses on the ten specific influencers and looks in detail at their collaborations with brands. By analysing data from the Instagram profiles of these influencers from the year 2020, all their posts containing advertising are examined. The aim of this bachelor thesis is to map the area of advertising on the Instagram profiles of the most followed Czech influencers from Generation Z and to describe the approach these influencers have to advertising - what is the form of the advertisements on their profiles, what product or service they promote and whether it is a one-off or long-term collaboration with given brands. And most importantly, the thesis examines whether the most followed influencers label their advertising and, if so, the ways of how they...

The aim of this thesis is to through interviews with selected experts from both countries - the Czech Republic and Estonian Republic - find lessons and/or best practices in the areas of disinformation and strategic communication applicable to the Czech and Estonian state. I will gradually try to answer several substantive questions. How do selected experts perceive the resilience of the Czech Republic and Estonian Republic against disinformation? What specific methods do both countries use in combating disinformation? Do they have practical or theoretical knowledge and skills that can benefit the other country?

The behaviour of tourists is a significant part of tourism research. Studies of tourist behaviour in China, the USA, the UK, and Germany are common. However, few studies have been conducted on the behaviour of Czech tourists, and even fewer have compared the behaviour of Chinese and Czech tourists. This study is based on Chinese and Czech tourists. It uses semi-structured interviews to collect data and uses thematic analysis to analyse and compare the travel behaviour of tourists from these two countries. The main areas of similarities and differences are found in travel motivation, information collection, tourist experience, and sharing habits. Because of the widespread use of social media nowadays, this study also explored the impact of social media on tourists from both countries while comparing travel behaviour. The results show social media does influence in terms of information seeking and travel sharing. However, tourists in both countries are aware of the impact of social media. The study results fill a gap in the English language literature on the tourism behaviour of Czech tourists and provide a basis for more in-depth research on Chinese and Czech tourism. Key words： Czech Tourism Chinese Tourism Tourist Motivation Information Collection Tourist Authenticity Tourist Photo- Sharing Social...

This bachelor thesis focuses on the phenomenon of influencers on social media and their use as part of marketing communication. The purpose of this thesis is to explore the attitude of Generation Z towards influencer marketing on Instagram. Theoretical part of this thesis defines the terms influencer and influencer marketing. It discusses the benefits, risks, costs and options of collaborating with influencers. It also offers an overwiev of qualities that influencers should possess and presents the legislative and ethical framework for influencer marketing in Czech Republic. The second part of this thesis collecst information from in- depth interviewes with representatives of Generation Z and shows how they perceive influencer marketing on Instagram.

Based on the knowledge of moral foundations theory, this thesis examines the influence of brands' communication activities on consumer behavior and perceptions. The theoretical part focuses on moral foundations theory, its origins, and the selection of moral foundations (modules), which are then examined in the practical part. The practical part consists of an introduction to the methodology and the aim of the research and the implementation of the research in the form of eight in-depth interviews with representatives of Czech advertising and communication agencies. The findings from the research are further collected, summarized, interpreted, and evaluated. The results thus obtained are subsequently discussed. The conducted research allows to answer the main research question, as well as to confirm or refute the hypotheses with which the author entered the research part of his work.

This bachelor's thesis focuses on the analysis of the complex relationship between representatives of Generation Z and fast fashion chains. Its goal is to define the basic aspects of the purchasing relationship with the brands of these chains and to evaluate the main attitudes of the representatives. The emphasis is also on sustainability, which is an increasingly mentioned topic in the fashion industry. The work is divided into two parts, theoretical and practical. In the theoretical part, the issue of fast fashion is presented using the example of its history and its modern form together with marketing strategies. Generation Z is also analysed both from the point of view of their main characteristics and consumer behaviour. The practical part is devoted to the analysis of in-depth interviews with representatives of the generation group, who bring their personal opinions and attitudes to fast fashion chains and sustainability. The qualitative research method was used for the research, thanks to which it is possible to look more deeply and better analyse the feelings and attitudes of the respondents.

The bachelor's thesis brings knowledge about digital fashion and its marketing. It examines the impact of digital technologies on the design, promotion, sale and wearing of clothing and based on research and campaigns by companies abroad it identifies numerous uses to streamline and enrich business processes and consumer experiences. The thesis then examines the views of respondents from Czech brands working with digital fashion - digital fashion studios giz'mo lab and Ofform3D and modeling agency New Aliens offering digital scans of models. They perceive marketing as the strongest segment for digital fashion and talk about their own practice for example at the Prague and Helsinki fashion weeks. According to the respondents, the digital form enables numerous business applications that strengthen production, promotion and sales, but can also just serve purely as an artistic form in the virtual environment or enriching physical clothing. Digital fashion also has the potential to increase sustainability - however, it consumes energy and can be exploited by fast fashion, which makes this area problematic. Most respondent's worries emerge also in the context of NFTs. The divisions of business and art, realism and dream aesthetics, physical and virtual experience were present throughout the interviews....

This bachelor thesis assesses sustainability within the fashion industry and identifies numerous ways in which sustainability can be achieved. Its aim is to define sustainability and sustainable fashion, to describe environmental, social and economic issues in this industry and to present the attitudes of a niche group of stakeholders, namely fashion designers. The thesis is divided into a theoretical and a practical part. The theoretical part considers various definitions of sustainability and applies them to the fashion industry. Furthermore, the research analyses how companies, fashion designers and fashion consumers can become more sustainable and what obstacles they face on this path. It also presents relevant models and strategies used for implementation of sustainability within fashion designing. The practical part evaluates interviews that were conducted with selected Czech fashion designers. These designers then describe their attitudes towards sustainability and explain the strategies that they actively implement to make their products more sustainable and ethical. A qualitative method was chosen for the research, as it helps to assess the attitudes and opinions from different angles, whilst allowing the study to receive answers regarding how and why designers see it this way.

in English This paper describes the development of relationship between catholic church and communist regime in Czechoslovakia from the start of communist reign to the Velvet Revolution. Author focuses on communist persecution against the catholic church and on the propaganda of this persecution in media. Special attention is dedicated to describing the context of the clash between these two ideologies in the history of Czechoslovakia so that this paper can give the most accurate picture of the practices of communist regime. The first part is focused on era from the end of second world war to the year 1968, giving the most attention to era 1948-1953, a period that contained the most persecution. The second part tells the story of the normalization period from the Warsaw Pact invasion to Czechoslovakia in 1968 to the Velvet revolution, in which the catholic church played a significant role.

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.

C1 - Internal use Abstract The aim of this thesis is to provide a comprehensive insight of the impact of nicotine products on the Czech market. The theoretical part characterizes tobacco, nicotine and their effects on the human body, the history of tobacco use and its development. It presents a basic overview of current knowledge about nicotine addiction, motivation to use it and briefly introduces the basic preventive measures and state legislation concerning the operation of tobacco and nicotine companies on our market. Furthermore, specific examples of tobacco products from history and examples of anti-smoking campaigns from the Czech Republic and around the world are introduced. The last chapter of the theoretical part describes the influence of this communication on children and adolescents. The practical part is focused on the current advertising communication of selected brands and specifies nicotine products in more detail. This part of the work aims to map the current communication of HTP brands IQOS, gloand and e-cigarettes in the Czech Republic. For this purpose, the communication of brands on social networks, in past campaigns, published publications and on the website where the companies operate is described. At the end of this work is summarized how nicotine products currently operate on the...

This diploma thesis deals with the critical mapping of British fashion designer Vivienne Westwood with a focus on the relationship between her activist actions and branding. The goal of this thesis is to analyse discourse practice and uncover the meaning behind creating Westwood's media image. Westwood is actively involved in political, social and environmental matters. She's known for her critical stance towards the establishment, consumer society as well as economic system. She stood at the beginning of punk and helped to define its visual identity. She belongs amongst known sustainable fashion advocates which reflects her famous quote 'buy less, choose well, make it last'. On the other hand, she built a global fashion brand with annual turnover of more than 40.7 million pounds in 2017 and she herself became the subject of criticism because of this contradiction towards her own actions. Some critics pointed out that she urges the public to consume less but owns a global network of stores under her name at the same time. From a methodological point of view the thesis is based on qualitative research, specifically on critical discourse analysis whose mechanisms help to uncover power relationships and put this issue into a broader context.

This bachelor thesis involves around generation Z and its attitudes towards luxury fashion brands. The first part focuses on the theoretical background. First it defines the key concepts of fashion, luxury and its position in modern world, then it is put into context with the fashion brands and their marketing strategy. It continues with the description of the key influences and attitudes of generation Z, based on the previous research conducted on this topic. Second part consists of the research itself, describing the chosen method of in depth interviewing and open code analysis. The conclusion contains the outcomes of the research, describing the six main factors generation Z considers when it comes to luxury fashion purchases.

This thesis focuses on the influence of social media on adolescents. The aim is to find out through qualitative survey how the adolescents use social media, how are they affected by influencers, whether they are seen as role models and whether social media content or influencers influence their attitude. Also surveyed is the way adolescents distinguish between advertisement on social networks and their views about unlabeled advertisement. The school subject of social education is examined for its content, emphasis on social media and its contribution to media literacy of the students. Theoretical concepts and terminology are introduced in the theoretical section. Survey methods are described in the methodological section. The case study is a qualitative survey via focus group. Grounded theory methodology is used for analyzing the qualitative data. The outcomes of the survey are described, analyzed and interpreted in the analytical section. The conclusion concludes the outcomes of the survey and provides suggestions for further research.

The bachelor's thesis focuses on the media image of the United Nations in the most widely read Czech dailies. The first part of the thesis generally presents the organization, its history, structure and relationship with the Czech Republic. The practical part is devoted to quantitative and qualitative research of articles in selected periodicals from 2017, 2018 and 2019. The practical part is devoted to quantitative and qualitative research of articles published in selected periodicals in 2017, 2018 and 2019. Using these analyses, the author was able to find out what and how frequently the media most often write about in connection with the UN. The goal of the thesis is to determine how the Czech press informs about the UN and whether the representation of the highest Czech diplomat at the UN influence that.

Master thesis Analysis of Renault brand image in Czech motoring media describes individual components that constitute image of Renault car manufacturer in selected Czech motoring media in 2017. The thesis contains a contextual part that describes the specifics of motoring media in the Czech Republic and their relationship with PR departments of automotive importers. The description of the brand image is subsequently created through a combination of quantitative content analysis and critical discourse analysis by Teun van Dijk. The aim of the this discourse analysis is to verify the existence of the stereotypical depiction of the Renault brand on the basis of its French origin and for that purpose the discourse

The diploma thesis is aimed at processing the issue of measuring the effectiveness of public relations (PR) in Czech practice. The concept of the thesis includes theoretical bases, modern trends in the field and description of the current state of measuring PR results in Czech practice. First, theoretical models of communication evaluation and their complicated acceptance are described. Second, the main milestones in measuring PR efficiency are defined with an emphasis on the Barcelona Principles, their updated version from London in 2015 and modern tools published by leading organizations from the field - AMEC and ICCO. All these topics are described in relation to the long-term struggle of the whole industry against rejected AVE metrics. The information for theoretical bases of the thesis were drawn from academic titles of leading foreign and Czech experts, as well as secondary online sources. The primary sources for the analysis itself were competition applications and also additional personal interviews with leading Czech PR experts. The regular AMEC and ICCO reports, and especially qualitative content analysis of Alžběta Fridrichová from ADison agency in 2017 were presented as the main theoretical bases of own empirical analysis. Its main objective is to evaluate the current state of Czech...

The diploma thesis deals with the transfer of information from the professional to the general public through the web media obesity-news.cz and it summarizes the issues of health and lifestyle, which is currently discussed more and more in the mass media. The work is divided into two parts, the main goal is to mediate the articles from experts and professionals in the Internet space in order to increase website traffic, increase views, involve more authors in content creation and connect the site with the social network Facebook. The second part finds out through questionnaires, where the public most often looks for information about a healthy lifestyle and has become a basis for mediating the transmission of information. The questionnaire survey was attended by 25 respondents who were randomly selected in a nutritional counseling center in Prague and during a reconditioning stay for obese patients in Serbs under the auspices of VŠTJ Medicina Praha. All collected data were then statistically evaluated in the form of graphs and charts. The transfer of information lasted 4 months from February to May 2020 and consisted of participation in the creation and organization of an editorial plan, communication between authors, editors and proofreading, and the provision of all materials for publication....

The internationalization of higher education creates a competitive environment among universities. To engage in these emulous fields, many universities therefore implement marketing strategies in their management and use social media to reach potential and current students. Social media are an effective relationship marketing tool suitable for building brand communities, support customer loyalty, and enhance positive behavior development among students. The aim of this thesis is to explore the use of Facebook by universities in the Czech Republic, to analyze communicated topics, the way they are presented and the response they receive from students. A total of 510 Facebook post from 19 university profiles has been analyzed. The author used the method of content analysis to identify communicated topics and post types. The results show that universities assign to the social media a "role" of community building. The greatest interest of the students received the category of historical events and the category of news. The most effective post format was the picture, the least effective were links to external websites. Analysis of variance further showed that there is a significant difference between individual university profiles and their proportional engagement and that the size of the institution is...

The bachelor thesis focuses on the phenomenon of visual pollution and its presence in the Republic of India, in the National Capital Territory of Delhi, in New Delhi, the capital, and in the Czech Republic and its capital, especially in Historic Centre of Prague. First, the space where visual pollution takes place and which could be mostly described as public, is defined by four perspectives based on its different functions and structures. Thereafter, the phenomenon of visual pollution is described both through the broad spectrum of its causes and through the processes of perception and cognition and the aesthetic evaluation of the environment that arises from these psychological processes. The subsequent part is dedicated to the consequences of the presence of visual pollution in public space, especially to the psychological ones. The practical part of this thesis is dedicated to the analysis of legislatïon and real status quo of the presence of visual pollution and the variety of its sources in examined states and especially at the level of particular municipalities. First, the legislation is analysed concerning visual pollution itself and its manifestations at the level of state units. Thereafter, the specific legislative implementations of visual pollution and its primary sources are identified...

Tato bakalářská práce se snaží zmapovat fenomén přeprodeje tenisek a značkového oblečení a s ním spojeného podnikání. Práce je rozdělena na tři části. První část zkoumá kořeny tohoto fenoménu, historii značek, jejichž produkty se přeprodávaly jako první a dnes stále tvoří majoritní část přeprodejního trhu. Rozebírá, jak se do této pozice dostaly a jaké zásadní momenty vedly k vytvoření dnešní podoby trhu. Ve druhé části jsou popsány nejvyužívanější kanály nákupu a prodeje přeprodejního zboží. V poslední, praktické části, je vytyčeno jedenáct hypotéz týkajících se různých aspektů podnikání v oblasti přeprodeje. Ty jsou následně potvrzeny nebo vyvráceny pomocí analýzy odpovědí předních českých přeprodejců a sběratelů tenisek a oblečení, se kterými byly provedeny kvalitativní rozhovory.

The aim of this thesis is to describe the rebranding process and evaluate the communication activities of Tonak a.s. company between years 2015 and 2017. First part explains the theory of branding and rebranding, how these two theories are used by Tonak in this process, and which tools of branding were altered. Main changes explained in this thesis are in value of the brand, price, and its design. Further, this thesis introduces the new communication plan connected to the rebranding of the Tonak company. Tools of marketing communication were identified, and specific examples characterize in which way the company applied these tools. The thesis focuses on the relevance of rebranding and specifically chosen communication tools that evaluate the propriety of Tonak company proceeding.