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This theoretical based bachelors theses is focused on phenomenon of sharing pictures of children online by their parents, so called sharenting (especially on Facebook or Instagram). There are risks connected to this kind of sharing, such as formation of a digital footprint, which could include sensitive information, details from personal life or other problematic information, which would never be shared by children it concerns. This work attempts to capture the consequences this sharing could have for a life of a child outside of online world as well as for their online presence. All these phenomena will be described in theory but also by a legal perspective. Considering the terms and conditions of use published by META or other legal documents, this work attempts to answer following questions: To what extend is sharing this information unsafe? Can the child seek legal defence? And what legal boundaries are there for this kind of sharing? By analysing and interpreting academic and other relevant texts, together with legislation and jurisdiction, this work presents a conclusion, that such sharing could be a violation of privacy of a child, which would go hand in hand with violation of obligatory care for the child deriving from parental responsibility. Furthermore, this work detects a space for...

The diploma thesis studies the basic concepts of communication in the context of the online environment and seeks whether there are ethical starting points for users participating in content creation on the Internet (produsers). It deals with the meaning of communication and dialogue, the understanding of what is public and what the mass means, describes the online environment and the media sphere and places it in an ethical framework in which it characterizes the concept of person and explores the essence of the concept of praxis. In view of the basic question of the thesis, general ethical principles and the essence of journalistic and media ethics are also presented, because it was journalism that gave rise to the content creators from among the public even before the Internet. Since the subject of research is the active public on the Internet, the work deals also with the basic human right to freedom of expression and related regulatory legislation. In local and especially Anglo-American sources, it searches for a definition of the term ethics of the public, or at least directional ethical theses that would be as suitable as possible for an application to the given subject area. The goal of the work was a comprehensive understanding of the nature of communication between people in public and a...

The first part of the theoretical part of the thesis deals with the functioning of social networks, for example their monetization elements and functions, enabling the creation of travel content. It explained the space of the social networks studied and their relevant importance in the fields of social sciences, marketing, journalism and content creation. Thesis explained the topic of social networks for content creation from many professional definitions through which we can deepen our knowledge of social media content creation. This section explained the monetization and creative principles of Facebook, Instagram and especially YouTube. The second part focused on content creation and terms such as Web 2.0 or participatory culture. She tried to explain content creation as a separate professional discipline that has its own methodology and space in the world of social media. She explained the many forms of collaboration and monetization of content, which in the social media space not only allow creators to consume and collect information, experiences and knowledge from the content, but also gives the authors the opportunity to make a professional living from the content. In the third part, she elaborated on the travel content form and the areas through which travel content is created, for example,...

The importance of social media in U.S. politics is on the rise and influences what journalists write about, which can affect what readers consider important. During the last presidential election, Twitter became an important communication tool for one of the candidates, Donald Trump. The first part of this thesis examines Trump's communication strategy on Twitter during both the 2016 and 2020 presidential elections. Specific Twitter tools that may have influenced the resulting number of responses are analyzed. A higher number of reactions to tweets caused them to reach journalists more often, who reported the content to their readers, thus giving Trump's account more attention. The second part examines the intermediate agenda-setting effect between the most circulated US newspapers and Trump's tweets, and tracks how often Trump, and his Twitter account were referenced in selected media outlets during both presidential campaigns. Using quantitative content analysis, it was found that the use of the twitter account varied significantly during the campaigns and different tools received different responses. It also showed that there were common themes, but also very different themes. When comparing mentions, it was found that Trump and his twitter account were mentioned significantly less than in the...

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.

This bachelor thesis is focused on an analysis of the use of social networks by the company Wooded s.r.o. which is a young company from the south of Bohemia that produces solid wooden furniture. The work aims to analyse the current situation regarding the use of social networks in the company and to collect data through a questionnaire survey. Based on the survey results, the recommendation for marketing communication on the company's social media platforms is developed. The thesis characterizes online marketing, social networks and particular platforms - primarily platforms like Facebook and Instagram. The work also describes the company that was selected, its history and current marketing situation on social media. The questionnaire survey is analysed and the results is evaluated. This recommendation will help the company with the effective use of social networks in the near future.

In this thesis, analyses are conducted to determine whether various measurements of social media activity, including the sentiment value of posts, can be drivers or even predictors of a change in a selected metrices of cryptocurrencies. The analyses are performed on data collected in one-hour and fifteen-minute time intervals from the February of 2021 until the November 2022. The results of the analysis show that variability of the closing price of Bitcoin can be to some extent explained by sentiment derivatives only. Furthermore, it was proven that sentiment derived from social media is significant when used as a predictor of a direction of a price change, under specific circumstances. These results oppose the previous studies, where sentiment was not recognized significant. Moreover, it was determined that considering one- hour intervals returns marginally better outcomes than in the case of shorter time intervals. The thesis outlines the challenges researchers can face when using this technique in their work. Keywords Cryptocurrencies, Bitcoin, Social sentiment, Sentiment analysis, Twitter, Social media, Cryptocurrency exchange Title Examining the Interaction between the Cryptocurrency Market Development and Activity on Leading Social Networks

This thesis provides a novel view of celebrity fandom through the lens of big social data, while at the same time exploring the opportunities and challenges of using digital traces from social media for sociological research. The first chapter provides a sociological framing of celebrity, a short, joint history of celebrity and the media, and a discussion of the revolutionary role that social media and its platforms played in celebrity culture. Finally, it attempts to bridge theories related to celebrity's role in society with research on "lifestyle politics", "polarization", "taste cultures" and "lifestyle enclaves". The second chapter serves as an introduction into big social data and digital trace data. First as a socio-technological phenomenon, then as a research tool. It covers its historical and current availability and discusses its epistemological and practical opportunities, limits and dangers. Finally, it introduces Facebook pagelikes as a valuable source of information on lifestyle politics. Chapter three is an exploration of Facebook digital traces of 90k celebrity followers. It asks whether celebrity preferences are related to differences in various aspects of life, including politics, leisure or cultural consumption. Methodologically, it covers combining data from APIs with web scraping and...

This thesis paper discusses the application of nation branding through the realm of political communication. With the confluence of adept players and global perspectives across the communication, political, and media fields, the prominence of modern-day practices such as nation branding has taken on greater significance. Effective media management tactics also redefined the possibilities of public diplomacy, empowering nations to promote their ideas and beliefs on both national and international scales. The main goal of this research, therefore, is to highlight the pivotal role of countries crafting their public image for foreign audiences and the immense potential of the usage of various communication means and mediums to amplify the impact of their efforts. Another objective is to discuss the role of digital media when setting the country's politically-aligned public image. The case of Ukraine is offered to the readers as a comprehensive analysis of its nation branding campaign Brave Ukraine, encompassing an evaluation of its objectives, content, and execution. The empirical study of the effectiveness of this campaign on its foreign audiences, which was researched through a series of in-depth interviews, offers valuable insights into the interplay between a nation's public image, digital media,...

Social networks including various social media are one of the main online marketing tools that help to achieve marketing aims of the company. Most of social media overlap and have more than one characteristic, aim or purpose. It should be noted that interaction, user-friendliness, openness, freedom and real time are the main features of all social media. When starting to discuss sales promotion of a company on social media, the concept of social commerce becomes inevitable. Taking into account current trend of expansion of internet marketing because it unites the biggest number of users and has the means to implement different aims of the companies, it is necessary explore the impact of social media on sales growth in specific sectors. The paper analyses the impact of social media for sales promotion in entertainment sector. During the quantitative research, 385 respondents were surveyed. The questionnaire of the quantitative research has been prepared based on the marketing communication model for social media used by entertainment companies. The questionnaire included closed type of questions, most of them are provided in Likert scale. The empirical study found that elements (promotion of sales increase; brand strengthening), maintaining connections with present and potential company’s clients that are used by the entertainment companies on social media help to promote sales with users’ engagement. Regular communication of entertainment companies on social media has a positive impact on sales, because users tend to follow such type of accounts actively. The study emphasised the main elements to be applied by the entertainment companies using social media. Therefore, the regular communication and use of influencers are highly recommended for sales promotion of companies. It is also important to stress that companies are advised to communicate regularly, as regularity in communication is one of the most important drivers of sales promotion.

The conducted research is focused on the evaluation of the communication of selected Czech cosmetic brands on social media. Social media have become a widely used communication tool in recent years and people are spending more and more time on the Internet. Companies try to influence the customer not only in the real world, but also in the virtual one. Today, corporate communication on social media is crucial. The main goal is to analyze and evaluate the communication of selected brands on social media. The research used content analysis and evaluate the effectiveness of communication of selected cosmetic brands on social media. The results of this research could help to cosmetic brands to improve their marketing communication on social media.

The thesis deals with the transformation of intergenerational solidarity and its thematization during the pandemic in the Czech Republic. The background for the research part is thematic debates from the social media environment, while the theoretical basis for data collection is Bengtson's theory of intergenerational solidarity. The analysis of the dataset, which contains over 29,000 records, is approached in two different ways that lead to the same conclusion. The thematic circles observed, regardless of the different methods used to classify them, change together over time, despite the high specificity of each circle.

Master's thesis entitled: Is Czech Society Divided? The Sociological Analysis of Social and Political Polarization in Czech Society is concerned with the study of polarization on a mass level. Its main goal is to indicate social and political polarization by means of a questionnaire survey and subsequent quantitative analysis to identify any fault lines and determine the essential factors that contribute to polarization. The author first focuses on research into party and political polarization, from which she moves to the social dimension of polarization, i.e. the key topics and groups that form fault lines. In the text, the author further focuses on opinion extremity, affective polarization and perceived polarization, where the influence of (a)political anger or political engagement is examined. Last but not least, the influence of social media use and exposure to extreme views and political content on levels of polarization is examined. The results show that Czech society does not appear to be strongly divided, rather it feels that way. However, the research revealed several lines of conflict in society concerning the political situation, human rights, topical issues, social questions and wealth inequalities. The results demonstrated the influence of factors such as (a)political anger, political...

Bibliographic note POLHEIM, Annemarie. 2022. Cute Cats on a Resue Mission: An Obituary to YouTube in Russia? 67 p. Master thesis. Charles University, Faculty of Social Sciences, Institute of International Studies. Supervisor Mgr. Daniela Kolenovská, Ph.D. Abstract Russia's 2022 invasion of Ukraine has accelerated internet regulation and cutbacks on free expression in Russia. YouTube is one of the most established hybrid media platforms and an important source of information in the country. It is likely that the platform may be banned by Roskomnadzor at any time, as it blocks Russian state channels. The aim of this thesis is to outline the characteristics of the Russian YouTube landscape and to contribute to the understanding of current transformations of the Russian media system. Two datasets of YouTube channel networks, retrieved on January 6 and March 14, 2022, are analysed and compared. The data consists of YouTube channels of the Russian political spectrum and surrounding channels, as well as their links to each other (subscriptions, recommendations). A significant increase in the English-language clusters and the Russian-language educational cluster between January and March, and a decrease in the Russian-language entertainment and political clusters was observed. The findings, however, did not allow a...

The topic of this bachelor's work is the social media as an online diary for people suffering from an eating disorder. This type of dailies occurs on social media such as blogs and social networks, primarily Instagram and Tiktok. The authors of these journals promote pro-anorexic and pro-bulimic behaviors, but at the same time offer their readers an understanding and community where members do not feel lonely. I also addressed a possible link between addictive behavior and the online diary and content on social media. The aim of the work was to characterize the issue of online journals, which can motivate them to break food intake. Further, using an inquiry survey to find out how the age category 11-19 years of age perceives social networks, its appearance, self-esteem, weight, and just this kind of harmful content on social media. In the practical part, the questionnaire survey method was chosen to obtain the results of the quantitative research, thanks to which the responses of persons from the basic set were analysed by the pupils of the Gymnasium Chotěboř, the pupils of the primary school Ždírec nad Doubravou and Krucemburk. A total of 500 respondents in the age category from 11-19 years were involved in this research.

Social media and networks are a phenomenon these days. Technological developments and the connectedness of the world through the Internet have helped the great expansion of internet marketing. Currently, online marketing on social networks is often used as a tool for companies' marketing communications, as social networks are one of the available channels that allow us to reach literally millions of people. You could say that marketing on social networks is an indirect way of influencing the customer. The thesis is divided into three main parts. The first part is theoretical, in which the basic concepts related to online marketing are defined. The second, methodical part explains the procedures for producing the practical part of the work. In the last, practical part, the work is devoted to the results of the questionnaire investigation and the external analysis of the selected firm. Finally, a proposal is made for a company that starts in this area of marketing.

This diploma thesis deals with the impact of influencers on their users among the age group of 30-89 years old, describes the field of influencing and its associated areas. It explains the engagement of these influential people in influencer marketing, describes advertising, collaboration, persuasion and influencing within social media platforms. The most used social networks used by influencers (Instagram, Facebook, TikTok, YouTube) are presented as well, including the news that these networks have introduced over the last few years. The most powerful influencers in the Czech Republic are mentioned too, including their online and offline activities. Furthermore, the research types, which were used for this thesis, are theoretically defined and the used methodology is also described. The main parts of the diploma thesis are the summary results of the questionnaire survey of 120 respondents and in- depth interviews with 30 of them. The aim of the research was to find out the extent and character of the impact of influencers on the age group of 30-89 years old and to learn more information and opinions that will help for a better understanding of this phenomenon across the older age groups. In both surveys, the research sample is evenly and proportionally distributed among the age groups in order to...

Social media has grown exponentially in the last few decades, and is continuing to develop, making its way into every aspect of our everyday lives. This bachelor's thesis dives into the problematic of how children aged 13-15 are influenced by social media, and how it impacts their development. It first explores the history of social media, and then moves onto presenting the current state of social media and the most popular platforms. After introducing the topic from the general perspective, the thesis delves deeper into the issue of young teenagers and social media, the processes, and effects of it. The second part of this work includes practical research on the topic, the evaluation of its results and following discussion.

The aim of this thesis is to describe how Czech music artists use social media to promote their music in foreign countries. The theoretical part deals with the importance of building a personal brand for the growth of digital communities and describes theoretical knowledge about creating content on social media. The practical part analyses a communication of 3 selected Czech music artists aspiring to succeed on foreign markets during the year 2021. The gathered data is compared with each other and with the theory. There are communication recommendations of the author at the end of the paper.

Climate crisis is arguably one of the most pressing issues of our societies currently. As social media has become an important part of our everyday lives and is a tool with the capacity to influence the opinion and behaviour of people, this master thesis wants to explore how climate activists portray themselves on the visual social media platform Instagram and encourage offline green action among their followers. The research is based on the qualitative content analysis of 12 semi-structured interviews with young climate activists who use Instagram and the analysis of their posts. The thesis uses Goffman's presentation of self in an online context, internet activism, the personalisation of politics, social media influencers and climate communication as its theoretical framework. Results showed that climate activists not only use social media strategies of influencers on Instagram (often unwillingly), but also heavily rely on the personification of their messages and sharing aspects of their personal lives to establish connections with their followers. Climate activists interviewed qualified as micro-influencers, which allowed them to form deep relationships with their audience because of the small follower base and gave them the possibility to assess the extent of their impact on their audience's...

Despite the ever-growing presence of social media platforms, few have studied their impact on security as a whole. While discussions on security issues that stem from social media often hold users responsible, this thesis argues that the platforms themselves and the way they are constructed create insecurity. This project aims, first and foremost, to establish the role of social media platforms in eroding ontological security and spreading agnotology. These two concepts play a central part in this project's explanation of the security threats emanating from social media platforms. To examine these threats, the thesis will make use of a dual methodology. Firstly, its research method involves a scale by scale analysis, referring to scales of security. The individual and international scales offer complimentary outlooks on social media's spreading of insecurity. The individual scale will lead us to discuss the links between social media, ontological security and how addiction creates a vicious circle for individual users, through the instrumentalization of secondary literature analysis. Through its study of the international scale, this thesis will highlight social media's role in creating and fostering alternative perspectives on truth and reality and how this, in turn, leads to real-world security...

In this thesis, we study the impact of individual retail investors on the financial markets. We follow the GameStop retail trading frenzy from the beginning of 2021 and the retail investors aggregated on Reddit's r/wallstreetbets. The tools employed include natural language processing, wavelet analysis and vector error correction models. The results propose that the retail investor sentiment is highly susceptible to high volatility, extreme returns and frequent news coverage. Social media is shown to exacerbate these behavioural tendencies. We find evidence that retail investor sentiment is able to predict short-term returns for stocks specifically targeted by retail investors. The findings are, however, dependent on the investment horizon. Over long horizons, we find evidence for the reversal of the relationship. Lastly, while the effect of news and social media is similar in the long run, we show that Reddit sentiment, as opposed to news sentiment, is a significant predictor of retail targeted stocks in the near term. JEL Classification C55 C58, G12, G14, G41 Keywords Sentiment, Social media, GameStop, Reddit, Natural language processing, Wavelet analysis Title Gamified Stock Markets, Sentiment and Volatility: Evid- ence from the GameStop frenzy 1

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.

The main subject of the bachelor thesis is online marketing and its use in social networks. The thesis focuses on the definition of online marketing and ways in which social networks can be used to promote companies. The thesis also examines the principles of advertising on individual social networks, such as Facebook, Instagram, Twitter and YouTube. The research section of the bachelor thesis is focused on a questionnaire which is based on the use of social networks in the marketing of selected company. The online questionnaire is primarily focused on Facebook, Instagram and YouTube and filled in by users of these social networks which also knows about the analysed company. The data obtained from this questionnaire are processed and then used to compare the effectiveness of online presentation of the company. Within this part, proposals are also made to eliminate the weaknesses of the company in online marketing.

This work is focused on the analysis of the current state, trends and preferences of customers in order to design a new mobile application for the company GW BUS a. s. The data analysis was performed in a questionnaire survey in which 130 respondents took part and 10 of whom were excluded. In the first part, the questionnaire focused on respondents' satisfaction with the IDOS mobile application. In the second part, the respondents were suggested possible innovative functions and were asked whether they would use the proposed function. Furthermore, these functions were consulted with GW BUS a. s. Based on the data, five innovative functions were designed for the new mobile application.

The bachelor thesis deals with the phenomenon of social media and their use in company marketing. Specifically, it discusses the possibilities of marketing communication on the internet and the current trends in this area, which relates to the description and analysis of marketing tools in online marketing. Based on the analysis of marketing tools are analyzed the most popular social media. The research is conducted on the company Fleppi s.r.o, which deals with sales of stationery supplies in the Czech Republic. The analysis of its social media focuses on Instagram and Facebook activities. Part of the analysis is also an interview with the owner of the company. The results bring feedback, which will help the company make any necessary changes to its activities on social networks and make a better marketing strategy.

Benito Olmos, Martina Abstract Terrorism is a resilient phenomenon that has fascinated policy-makers and academics for centuries and gained particular attention after the events of 9/11 in the United States. The 21st century has seen significant changes in society that have equally impacted terrorism. The ignition of the post-modern era changes the way people think, behave, and communicate with one another, influencing terrorist trends as well. Examining the latest tendencies in society and their effects on terrorism, the thesis explores David C. Rapoport's influential Wave Theory on Modern Terrorism to evaluate its validity in representing the current post-modern reality. Rapoport provided a highly acclaimed model to understand modern terrorism according to a set of characteristics. Operationalising these factors, the author organised transnational terrorism into four consecutive waves. The Wave Theory has inspired other academics to speculate on the possibility of future waves. Providing an extensive literature review analysis and secondary data description on this topic, this thesis interlinks social trends with terrorist patterns. Furthermore, it attempts to introduce new measuring factors to better analyse and represent post-modern terrorism. Concluding from the mix-methods of qualitative secondary...

The thesis is focused on the topic of political communication on the social media site Twitter during the first year of SARS-CoV-2 pandemic, specifically between 1.2.2020 - 31.1.2021. The main focus is on a few selected political actors from the Czech political establishment, specifically government officials and opposition political parties. Political communication of those selected actors was analysed using quantitative content analysis. As a part of this analysis, the author created multiple research questions to determine communication strategy of each selected actor. The analysis itself focused mainly on the frequency of occurrence of words related to pandemic, use of hashtags, and popularity factor within Twitter's network of users. As a unit of analysis was chosen each post published by the selected actor within the selected time frame. The author provided interpretation of each result throughout the thesis and also connects those results with created research questions in the thesis summary. The thesis ends with further ideas show to continue this research in the future.

The aim of this master thesis entitled Social Media and teaching and learning French as a foreign language is to find the elements which connect teaching and learning French as a foreign language and social media. The theoretical part is based on the definitions of foreign language didactics and teaching French as a foreign language. It describes in detail the current approaches in teaching foreign languages and competencies suggested by the Common European Framework of Reference for languages and Framework Education Programme of the Czech Republic. Then, social media are introduced theoretically. The theoretical introduction is followed by the presentation of concrete social networks and the statistics of their use. The next chapter is dedicated to communication which unifies these so far separated fields of the diploma thesis. Finally, the thesis summarizes the potential and the dangers of social media for teaching and learning French. The practical part focuses on the analysis of selected French coursebooks and enumerates the examples of online communication and social media in these teaching resources. Then, a list of educational profiles on social media is presented. This is accompanied by profiles that are not educational at first, but their content can be used for teaching and learning...

The development of information technologies leads to a qualitative change in the way people perceive the world around them and communicate with each other. In addition to personal profiles on social media, more corporate accounts appear every year. In the modern world of information, one of the most effective promotion methods has become the use of Internet resources. The key objective of this thesis is to analyze and compare the social networks of two different transportation companies in an appropriate way according to their business scale and the types of services they provide. The official accounts of RegioJet and S7 Airlines on Facebook, Instagram, YouTube, and Twitter are investigated and analyzed from quantitative and qualitative points of view. The number of users, followers, posts, and specific ranking with the appropriate relevance to the business activity are taken into consideration within the quantitative analysis. Qualitative analysis mostly covers the visual attractiveness of the social network accounts, placing the posts, individualization, and attractiveness of the advertisements, the quality of information, news and video content that was issued by the companies respectively. Recommendations and possible ways of improvement are proposed based on the research and analysis.

The presented master thesis focuses on the communication of law firms on social media. The diploma thesis aims to find out whether important Czech and international law firms operating in the Czech environment actively use social media and what characteristic features of the communication of Czech and international law firms operating in the Czech environment can be traced to social media. Based on the knowledge gained, the work further compares the methods and purposes of social media use by Czech law firms and international law firms operating in the Czech Republic. Simultaneously the thesis deals with the question of whether the communication of law firms on social media complies with the Code of Ethics of the Czech Bar Association. An exploratory qualitative analysis of the social media content of two Czech law firms and two international law firms operating in the Czech environment provides answers to set research questions.

To promote online shoppers’ long-term interest, consumers need to have the knowledge and ability to avoid problems with financial issues. Financial capability helps to put consumers on the path to a sustainable financial future. However, previous studies only focused on financial capability in a financial context. To handle personal finance systematically and successfully in an online setting, this study extends an enhanced understanding of how financial capability on online consumer behaviour. Based on the data of 690 respondents collected by a face-to-face from eight main regions in Albania, this study employed principal components analysis and logistic regression in order to investigate the effect of consumers’ financial capabilities and technology use on the decision to purchase online. The outcome of this study firstly identifies six dimensions of financial capabilities, namely, digital banking usage, financial service risk, financial advice, payment risk, risk tolerance, and financial attitude. Secondly, the finding revealed that individuals who use smartphones and administrate a social media account, are more likely to involve in purchasing through online channels. Moreover, the decision to purchase online is more prone for those individuals who manifest high levels in digital banking usage, financial advice, prior bank experience and technology usage, and low levels in attitude towards payment risk and attitude towards risk tolerance. This paper offers useful insights concerning the determinants of online purchasing by combining individuals’ financial capability, technology and social media usage along with its demographic characteristics. In term of practical contribution, this study provides a useful model by incorporating for measuring and managing consumers’ financial capability to enhance their involvement and to reduce their cognitive dissonance in the online shopping context. This study also contributes to the accumulated knowledge and encourages consumers to use digital banking and consult their financial issues when purchasing online. © 2020, Technical University of Liberec. All rights reserved.