The goal of this thesis is to investigate the key success factors in the digital marketing approach used for campaigns done on crowdfunding platforms, and how it will change influence the decisions of the crowd to invest in a project. Regarding the structure of this thesis, we will firstly explain in details what are the roots of the crowdfunding, describe the different type of platforms and in which context they are used. In the second and third part, we will see how crowdfunding represent a boost for the entrepreneurial initiative and how digital marketing is influencing the process of a raising fund campaign. Finally, thanks a research that has been conducted on 46 respondents, we will analyze the behavior of the crowd regarding the marketing approach used by crowdfunders. As findings, we can state that a crowdfunder must establish a project with a substantial quality content that will pull the crowd toward the project, and choose the right approach in selecting an adapted crowdfunding platforms and rewards.

The main target of this work is to monitor the current status and advancement of Internet marketing at pre-arranged trading company. From analysis to draw conclusions, submit them to the guidance, recommend next steps, let it them approve and begin implementing the newly proposed solutions. The author discusses how detailed survey of the current marketing market and customer analysis of the company due to the best possible choice of appropriate marketing techniques. The aim is to streamline the work, save costs, increase conversion rates, and increase the competitive advantage of the customer company. Practical steps are based on theoretical knowledge acquired before and during the creation of this work. The result already is deployed Internet marketing strategies. All the practical work is carried out in the customer enterprise on real data with real Budge on a real goods. The practical part includes evaluation of new marketing techniques, comparison with the prior and subsequent recommendations for the future.

The diploma thesis deals with the assessment of the effectiveness of on-line communication with the application for DOX Centre for Contemporary Art in Prague. It focuses on clarifying the theoretical framework of principles of social networks, mapping new trends and approaches in on-line communication and marketing. Part of the work is given to the identification of the percentage of the visitors of DOX who only search for information about exhibitions and other related program via the Internet. The emphasis is on research of the share of real customer of DOX to fan base on the Facebook social network. To make on-line communication more effective the priorities are set for various on-line channels with the tool for monitoring of mentions on the internet related to DOX. According to the fact that Facebook is an important interactive channel for DOX, there is created detailed analysis of the publications of contributions and the resulting recommendations for implementation. In conclusion, DOX expresses the contribution of the diploma thesis.

Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers’ minds, increased brand awareness, and inspired people to share the video links with their family, friends, and co-workers. The rapid growth of E-WOM is an indication of consumers’ increased willingness to convey marketing messages to others. However, despite this development, marketing academics and practitioners do not fully understand this powerful form of marketing. This dissertation enriches our understanding of E-WOM and how e-servicescape may lead to E-WOM. To that end, stimulus-organism-response theory and the network co-production model of E-WOM are applied to investigate the relationships between e-servicescape, trust, E-WOM intentions, customer loyalty, and purchase intentions. Two forms of E-WOM were examined, namely emails and social network postings. E-servicescape is defined as the online environmental factors of a marketer’s website. E-servicescape is composed of three main dimensions, including aesthetic appeal, financial security, and layout and functionality. This study used cross-sectional customer data from a single e-tailer. Structural equation modeling was used to analyze the responses. Customer reviews was added as an additional sub-dimension of e-servicescape. The findings suggest e-servicescape positively impacts trust, which in turn positively influences E-WOM and customer loyalty. Moreover, two groups of customers were compared using multi-group analysis, where one group of users received emails and the other group received social network postings from the same e-tailer. Overall, the results indicated emails had a stronger impact on e-servicescape, E-WOM, and customer loyalty. Social networking site postings had slightly greater influence on trust, and two sub-dimensions of e-servicescape, i.e., interactivity and ease of payment. These findings contribute to the marketing research on E-WOM theory and electronic commerce shopping behavior. In particular, the sub-dimension of customer reviews is added to e-servicescape. This study yields practical implications for marketers in understanding consumers’ perceptions of websites and how to better design sites. In addition, these findings add to knowledge on how to engender consumers’ trust and customer loyalty online. Finally, this research provides suggestions for firms wanting to create marketing campaigns that will lead to E-WOM.

Face à l’abus d’alcool notamment chez les jeunes, les acteurs de santé recommandent de réguler le marketing des industriels. En France selon la loi Evin (1991), les publicités pour l’alcool doivent être objectives, informatives et, non attractives en termes de contenu. Cette recherche teste l’efficacité de cette régulation en comparant l’influence de publicités informatives versus plus attractives en termes de perception du produit, d’attitude envers la publicité et d’envie de consommer. Elle évalue aussi la visibilité des avertissements sanitaires alcool selon la saillance de leur format et du contexte publicitaire. Cette recherche a identifié et étudié l’appropriation des codes et de l’iconographie du luxe par les marques d’alcool comme une nouvelle forme de contenu publicitaire à travers une phase de monitoring. Grâce à une revue de la littérature, elle a formulé des propositions de recherche en termes d’implications marketing et de santé publique afin de cerner le mécanisme de persuasion potentiel relative à cette pratique marketing. Ces implications présentent le luxe comme une potentielle réponse marketing aux motivations de consommer de l’alcool chez les jeunes, sur la base de théories relatives à la construction identitaire. Elles soulignent aussi l’influence des publicités et du packaging, en particulier lorsque ces stimuli sont infusés de codes du luxe (sur la base de théorie de l’infusion de l’art et de cas des paquets de cigarettes infusés des codes du luxe). Pour tester ces propositions, une étude qualitative exploratoire (26 entretiens) a d’abord servi à cerner la nature et l’influence du contenu (publicités plus informatives versus luxe) en termes de réponses cognitives, affectives, d’intentions comportementales et de perceptions des avertissements sanitaires. Les résultats de ces entretiens ont servi à construire la phase expérimentale de la recherche en termes d’opérationnalisation des concepts de contenu publicitaire et d’avertissement sanitaire, de formulation des hypothèses de recherche, de sélection et design des stimuli et de méthodologie (combinaison de méthodes verbales et non-verbales). Sur la base d’un design inter-sujets, nous avons lancé deux études expérimentales (étude eye-tracking = 174 jeunes ; étude en ligne = 696 jeunes) testant 12 stimuli publicitaires [3 (marques d’alcool) x 2 (styles de contenu publicitaire: PO versus luxe) x 2 (formats d’avertissement: format actuel versus plus saillant)]. Les résultats soulignent l’intérêt de réguler le contenu des publicités d’alcool (cf. Loi Evin). Celui-ci influence l’attitude à l’égard de la publicité, la perception du produit et le désir de consommer. Les publicités plus informatives sont perçues comme moins attractives, alors que les publicités luxe génèrent et renforcent des perceptions positives à l’égard du produit, des bénéfices de consommation et les envies de consommer et de boire. Quant à l’avertissement actuel, il est jugé inefficace en termes de visibilité, de crédibilité et de risques perçus. Toutefois un format plus saillant permet d’augmenter le degré d’attention qu’on y porte ainsi que sa visibilité perçue. Cela est important car l’efficacité d’un avertissement repose en partie sur ses deux critères. Aucun effet d’interaction significatif des variables manipulées n’est à signaler dans cette étude. / This critical social marketing research tackles the effectiveness of advertising regulation that is a health measure recommended to reduce alcohol consumption. It studies how alcohol advertising content restrictions (e.g., the French Evin law mandates ads since 1991 to convey only factual information and objective qualities of alcohol products and thus be product-oriented: PO ads) versus non-regulated advertising affect youth individuals’ perceptions of alcohol products, attitude towards the ad, desire to consume and noticeability of health warning displayed in ads (depending on format prominence). This research identified and investigated the luxury codes and iconography appropriation by alcohol brands as a new type of advertising content, through a monitoring phase. To understand the potential persuasion mechanism at stake, this study relied on assumptions in terms of persuasion and public health based on a literature review. It helped to explain luxury symbolism as a potential response to youth drinking motives on the basis of self-growth theories and suggest possible effect on consumers’ responses to alcohol advertising especially when infused with luxury perceptions (e.g., art infusion theory and tobacco packs infused with luxury codes). To test those assumptions, we implemented an exploratory qualitative study and two experimental studies. Using (26) in-depth interviews, the qualitative phase helped understand the nature and influence of advertising content (luxury versus PO) on cognitive, affective responses, behavioral intentions and warnings’ noticeability. The findings helped operationalize advertising content and warnings’ noticeability concepts, develop hypotheses, fine-tune stimuli selection and modification, and finally select methods and (verbal and non-verbal) measurements for the testing phase. Based on a between-subject design, the experimentation (eye-tracking study = 174 individuals; online study = 696 individuals) tested on samples of young people a total of 12 advertising stimuli [3 (brands) x 2 (content: luxury versus PO) x 2 (warning format: LP versus MP)]. Our results showed the relevancy of alcohol advertising content restrictions such as the French Evin law (1991). They indicated that advertising content does influence attitude towards the ad, alcohol products’ perceptions and desire to consume. While PO ads reduce the alcohol advertising attractiveness, luxury ads enhanced the participants’ positive product perceptions, perceived alcohol consumption benefits and intention to purchase and drink. They also reported the ineffectiveness of health warnings in terms of noticeability, perceived credibility and risks. Findings suggest that modifying the current warning format prominence can help increase its attentional processing and perceived noticeability, which is a first step in improving generally warnings’ effectiveness. However our results revealed no significant interaction effect of both manipulated factors in this study.

La consommation de la cigarette constitue de nos jours un problème de santé publique. L’OMS a mis plusieurs outils à la disposition des Etats, dont les avertissements sanitaires pour lutter contre le tabagisme. Au Burkina Faso, l’avertissement sanitaire actuel en vigueur est sous forme textuelle de petite taille. La littérature en marketing social s’est intéressée à l’impact des avertissements sanitaires textuels et visuels sur les réactions affectives, cognitives et conatives des fumeurs et des non-fumeurs. Des divergences existent toujours sur l’efficacité des avertissements sanitaires de façon générale et de façon particulière, ceux qui suscitent des émotions négatives. Aussi très peu de recherches ont été réalisées sur des individus non-lettrés. Partant de ces constats, la présente thèse s’est fixée pour objectif de tester l’impact sur les fumeurs et les non-fumeurs, de l’avertissement sanitaire textuel actuel en vigueur au Burkina Faso et des 72 nouveaux avertissements sanitaires visuels proposés par l’OMS pour les pays africains. Nous avons mené une étude qualitative à travers des entretiens individuels. Les résultats indiquent que l’avertissement sanitaire textuel actuel a peu d’impact sur les réactions affectives, cognitives et les intentions comportementales des fumeurs et des non-fumeurs. En revanche, les avertissements sanitaires visuels ont plus d’impact sur les fumeurs et les non-fumeurs comparativement à l’avertissement sanitaire textuel. Les avertissements sanitaires qui suscitent plus d’émotions négatives (peur) ont plus d’impact sur l’intention comportementale des fumeurs et des non-fumeurs. Une étude quantitative a ensuite été réalisée pour comparer l’avertissement sanitaire textuel actuel en vigueur au Burkina Faso à 4 nouveaux avertissements sanitaires visuels choisis parmi les 72, à l’issue de l’étude qualitative. Les résultats de l’étude quantitative vont dans le sens de ceux de l’étude qualitative. A l’exception de la variable « lecture », le niveau d’instruction des fumeurs (lettré ou non-lettré) n’exerce pas une influence sur l’impact des avertissements sanitaires. Le sexe et la tranche d’âge des individus n’ont pas aussi d’effet significatif sur l’impact des avertissements sanitaires. La présente thèse contribue à enrichir la littérature sur les avertissements sanitaires dans les pays en développement et sur des cibles non-lettrées. Sur le plan de la santé publique, nos résultats suggèrent l’apposition des avertissements sanitaires visuels sur les paquets de cigarettes au Burkina Faso pour la lutte contre le tabagisme. / Smoking cigarettes is nowadays a public health issue. The World Health Organization has made several tools available to the States, including health warnings for nicotinism. In Burkina Faso, the current health warning in force is in small size textual form. Social marketing literature has focused on the impact of textual and visual health warnings on the affective, cognitive and conative responses of smokers and non-smokers. Divergences still exist on the effectiveness of health warnings in a general way and particularly, those which arouse negative emotions. Thus, very little research has been carried out on illiterate individuals. Based on these observations, the present thesis aims to test the impact on smokers and non-smokers, of the current textual health warning in force in Burkina Faso and the 72 new visual health warnings proposed by the WHO for African countries. We conducted a qualitative study through individual interviews. The results show that the current textual health warning has little impact on the emotional, cognitive and behavioral intents of smokers and non-smokers. But, visual health warnings have a greater impact on smokers and non-smokers compared to the textual health warning. Health warnings that cause more negative emotions (fear) have more impact on the behavioral intent of smokers and non-smokers. A quantitative study has then been carried out to compare the current textual health warning in force in Burkina Faso with 4 new visual health warnings selected from the 72, following the qualitative study. The quantitative study’s results are in line with those of the qualitative study. With the exception of the « reading » variable, smokers’ level of education (literate or non-literate) does not influence the impact of health warnings. Gender and age range of individuals do not also have a significant effect on the impact of health warnings. This thesis helps to enrich the literature on health warnings in developing countries and on non-literate people. In terms of public health, our results suggest the addition of visual health warnings on cigarette packets in Burkina Faso to fight against smoking.

This thesis deals with the application of human resource marketing methods in social enterprises. Its aim is to find out how human resource marketing is implemented in social enterprises and what methods of internal and external human resource marketing are used by the social enterprises under study. The thesis describes the specifics of social entrepreneurship and social enterprises, individual methods of human resource marketing, phases of staff planning and distinguishes between the concepts of human resource marketing and employer branding. The empirical part uses a semi-structured interview and a questionnaire for research and is based on the experience of human resource managers with the application of human resource marketing and on the perception of its application by the employees of the enterprise. It describes the weaknesses and strengths of the methods and differences between the enterprises under study. The output is also a recommendation for human resource managers and a comparison of human resource marketing methods used in the enterprises under study with those described in professional publications.

El presente trabajo tiene como finalidad comprender cuál es la percepción de las niñas frente a los mensajes de “empoderamiento femenino” utilizados en la campaña Dove. Se analizará qué tan efectivo ha sido el mensaje transmitido a las niñas y cómo lo han recibido. Ya que ellas son el futuro target de la marca, y a pesar de no ser las compradoras, se plantea generar cambios en sus actitudes o sentimientos. Se buscará comprender qué valores han podido rescatar, en esta etapa llena de cambios que atraviesan, la cual las compradoras actuales de Dove ya vivieron. Por tal razón, se estudiará el compromiso social detrás de esta campaña. Para ello, investigaremos los terrenos de percepción, construcción de marca y cómo esta se baña en los valores de la mano de discursos “pro-mujer” para reflejarlos en sus campañas publicitarias. De tal manera, tenemos como objetivo el analizar si el target, en este caso niñas y adolescentes, reciben adecuadamente el mensaje y si este fue comprendido. Por eso, ellas son fundamentales para poder concluir si la campaña fue efectiva y si despierta sentimientos o emociones en las niñas. Es así como podremos saber qué tipo de percepciones presentan, cómo se conectó y reforzaron cambios en ellas. Para tal razón, el estudio empleará una metodología cualitativa apoyado de entrevistas al target. / The purpose of this work is to understand girls' perceptions of the "female empowerment" messages used in the Dove campaign. It will analyse how effective the message has been transmitted to the girls and how it has been received. They are the future target of the brand, and despite not being the buyers, it is proposed to generate changes in their attitudes or feelings. We will try to understand what values they have been able to rescue, in this stage full of changes that they going through, which the current buyers of Dove have already lived. For this reason, the social commitment behind this campaign will be studied. To do this, we will investigate the fields of perception, brand building and how this is bathed in the values of the hand of "pro-woman" discourses to reflect them. To do this, we will investigate the fields of perception, brand building and how this is bathed in the values of the hand of "pro-woman" discourses to reflect them in their advertising campaigns. In this way, we aim to analyse whether the target, in this case girls and adolescents, receive the message properly and if it was understood. Therefore, they are essential to conclude if the campaign was effective and if it arouses feelings or emotions in the girls. This is how we will be able to know what kinds of perceptions they present, how they connected and reinforced changes in them. For this reason, the study will use a qualitative methodology supported by interviews with the target. / Trabajo de investigación

The thesis deals with elderly people as voters and their attitudes towards slogans about social security. It examines electoral behaviour and preferences of elderly people and the influence od age on their voting decisions. Part of the thesis is devoted to the slogans od political parties, which are an important part of the campaigns and provides an comparison of election programes of parties in context of social security. The aim of the empirical work was to ascertain the views and attitudes of elderly people to particular slogans about social securities used in election campaign to the Chamber of Deputies in 2010.

In recent years, craft fairs, shows and markets where crafters sell their handmade goods such as pottery, jewelry, handmade clothes and needlework have grown in popularity across the United States. A common intent among individuals in this community echo political statements made by the turn of the century Arts and Crafts movement, while there are political aspects of the community that can also be seen as an extension of the third wave feminist do-it-yourself (DIY) ethic of the late 1990s. This newly enlarged community of crafters that congregates in person also has a strong online presence. Etsy.com plays a large role in this community. The introduction of websites such as Etsy.com to the communities they serve has widespread impacts. The aim of this study is to analyze how Etsy.com impacts the lives of women who use the website to earn income. Following ethnographic traditions, the researcher interviewed five community members. The focus was on thick description of the DIY community and thematization of interview narratives. To meet participant observation criteria, the researcher also volunteered at the Independent Publishing Resource Center (IPRC) in Portland, Oregon for 4 months. Additionally, the researcher conducted a textual analysis of blogs, websites, artwork, and other sources of data collected from the online hand crafting community. The study presents and discusses the themes that emerged from the data, including women's work, feminism and technology, the crafters' political statements, the crafters as owners of legitimate businesses, and Etsy.com's impact on local economy. The results paint a picture of the community (both on and offline) and how Etsy.com helps to shape this. The researcher then discusses how to assess the impacts tools such as community websites will have on the communities they serve.