People are motivated to self evaluate and undertake this in their interactions with others. Interactions with others are increasingly taking place online, including via social networking websites, which can contain several differences to face to face interaction. This thesis examined how specific self-evaluation factors (self-esteem, social comparison tendency and self-concept clarity) affect various behaviours on and psychological outcomes of engaging with social media sites, including Facebook. Self-esteem predicted positive mood during Facebook use, whilst one’s relationship with the site (i.e. how emotionally connected to the site one is – or ‘Facebook intensity’) predicted engagement with activities interpreted as indicative of a ‘fear-of-missing-out’ (e.g. finding out what friends were up to). High scorers in performance and appearance self-esteem reported a positive mood shift after profile editing whilst low scoring counterparts reported the reverse. Those who compared to others frequently experienced a negative mood shift after viewing the Facebook newsfeed possibly reflecting the cognitive effort associated with social comparison. Self-esteem predicted use of positive emotions in status updates whilst number of Facebook friends was negatively predicted by self-concept clarity and positively by social comparison tendency. Participants textually described both their actual and ideal self enabling consideration of the implications for self-presentation attempts in certain online environments. Low self-esteem individuals decreased their use of anxious language when idealising the self whilst those with low self-concept clarity increased their use of positive emotions. The discrepant word count between actual and ideal selves suggested that the actual self appeared more easily articulated, most 4 pronounced amongst those who infrequently compared themselves to others. When others rated these self descriptions it appeared high scorers in self-esteem and self-concept clarity and those who compared frequently to others were generally most positively received. It appears that whilst those with unclear self-concepts and low self-esteem can present a more positive and less anxious idealised self than actual self, the overall thesis findings appear to support the rich-get-richer hypothesis (Valkenburg, Schouten, & Peter, 2005) with high scorers on these self-evaluation factors garnering the most benefits from social media. Whilst those who compare frequently may be adversely impacted by viewing the Facebook newsfeed, idealisation of self attributes appears to benefit these individuals in terms of positivity of impressions formed by others. Findings suggest that social media engagement may hold advantages and disadvantages for users dependent on the type of activity engaged with and the individual differences variables of the user.

The diploma thesis focuses on design of e-commerce solution and propagation for selected firm. New design is result of bad technical condition of old solution, which has not been supported with any possibilities of propagation. In last part thesis is focused on configuration for automatic reports of website performance and marketing activits.

The social media usage in this decade has seen a vast expansion, expansion that has been observed in the amount of time users spend on social media. This has provided ground for advertising within the media. Exploiting those opportunities, a number of advertisement tricks have been contrived and exercised with the intention of drawing the users’ attention and turning them into potential customers, although the effectiveness of these advertising has shown mixed results. Moreover there is an insufficient amount of scientific research within social media advertising, as well as the forms and effects of this form of advertising. The aim of this study is to identify and explain the main forms of social media advertising, acquire an understanding of the reasons behind the labeling, by the users, of these advertising techniques as irritating, as also, rank the tricks based on the irritation levels effectuated by them to the users. As a result the paper will provide a concentrated guide of social media advertising techniques, with positive and negative aspects of each type of trick and distinguish those tricks that effectuate the most consequential effects. To achieve this goal, a questionnaire was conducted and aimed to a demographic representing the majority of social media users and as a derivate the users that most frequently encounter social media advertising tricks. The results indicated an inclination towards advertisement that make use of celebrity personalities. The reasons and motivations that lead to this eventuality can be due to contempt, appreciation or practical post characteristics.

The main goal of this masters thesis is to analyze current marketing communication of a specific leadership development company active and the Czech market and its effectiveness. Based on the results recommend measures for improvement using appropriate channels. In the first part theoretical background of online communication, strategic framework and measurement of performance is introduced. Statistics, expert surveys and insight from opinion leaders from the field are included to provide more practical and comprehensive understanding of approach to individual channels, current trends and potential future development. Second part is dedicated to analysis of online communication strategy of chosen leadership development company. Analysis are based on interviews with relevant target group, comparison of online activities of competition and clickstream analysis of data from Google Analytics of various communication channels.

Digital activism is an increasingly popular field in academia. However, scarce attention has been paid to the process of cultural and political mediation that have shaped different examples of the contents of digital activism as well as the character of actors who collectively utilize this instrument and also personally respond to the specific context in which digital activism emerges and evolves. This study investigates the #MeToo movement in the context of China as a concrete example of digital activism in a manner that ascribes attention to both digital technologies and activist practices. With regard to the practices of social movement, this study aims to capture the discursive processes that enable different actors to be recognized and make sense of themselves in public in the #MeToo movement in China. From the digital perspective, this study attempts to identify the characteristics of activists who participated in China's #MeToo movement. This study combined content analysis and discourse analysis with social network analysis to analyze the process and discourses on the #Metoo movement in China and examined the characteristics of actors who contributed to the promotion of the #MeToo movement on a networked public space. Following the three-stage model of social drama, five themes were identified in the narrative form of China's version of the #MeToo movement. This study also found that advocates and opponents of the #MeToo movement achieved their narrative agencies through the intersection of gender, sexuality, class, and culture in the Chinese sociocultural context. Finally, this study revealed that the expressive repertoires manifested in the reposting network of China's #MeToo and testified that homophily could exist between pairs of Weibo users along with similar attributes including gender, location, and engagement

Purpose – International experience is important to prepare university students for successful career in the globalized knowledge economy. However, learners in developing countries have limited access to international educational experiences due to travel costs and constrains, political instability that prohibit academic visits from foreign students and instructors, societal restrictions on certain groups like female students, or old educational systems that resist didactical and organizational changes. The emergence of Social Media enabled the development of interactive learnercentered virtual learning environments that enable collaborative knowledge building in online social communities.This empirical study aims to explore how to provide Jordanian university students with international academic experience during their regular study programs without travelling abroad. Virtual Collaborative Learning has been introduced and examined in this specific context due to its reported high potential for developing countries. Design/methodology/approach – Following an educational design based approach, a Virtual Collaborative Learning arrangement has been re-designed to involve Jordanian students in a formal masters’ course with German students at the Technische Universität Dresden. Factors that affect participated Jordanian students’ perception of this experience have been examined using deep interviews and qualitative content analyses methods. Originality/value – The value of this study lays in the innovative approach to provide Jordanian university students with international learning experience by integrating them in a virtual community with peers from Germany using Social Media application. Practical implications – This study delivers empirical evidence on the potential of welldesigned Virtual Collaborative Learning arrangements to provide students with enjoyable, high-impact, immersive international learning experience at their home university. This helps universities, especially in Arab and developing countries, to grant their students a new learning experience using affordable easy-to-use Social Media solutions.

This final thesis is looking for ways social networking site users understand their virtual image, online identity and the way online identity is made. It also deals with the way users view the use of social networks and the fact that their virtual profiles reflect their personalities and opinions. It also handles a study on how users perceive the closeness of "Facebook world", whether as a world made up of real people contacts or just a cold virtual space. Social network users leave a digital trace behind. In addition, this thesis follows its impact on online reputation. Also it follows effect it has on user's virtual contacts. It considers attitudes towards social networking sites based on age and gender. It mentions certain effects that accompany user and his presence on internet and social network in general: disinhibition effect, flaming, trolling or spiral of silence theory. It describes evolution of the communication on social networks. In the final stage it focuses on commercial potential: marketing opportunities on Facebook, ways to exploit users' data and what will be the benefit for both parties.

Made available in DSpace on 2016-08-03T12:29:43Z (GMT). No. of bitstreams: 1 Jefferson Bassetto.pdf: 1957456 bytes, checksum: d994fb74ec34ef5189ef491a75795d26 (MD5) Previous issue date: 2013-04-03 / Sob o prisma da comunicação mercadológica, esse trabalho se propõe investigar o novo perfil de consumidor que, conectado a uma ampla rede de pessoas, influencia e até comanda diversas mudanças na forma de produzir e vender bens e serviços. A comunicação passa a ser mais horizontal do que vertical, pois os consumidores manifestam-se nas mídias sociais on-line e interagem com seus pares, e muitas empresas demonstram dificuldades em perceber o início desse crescente poder de manifestação do consumidor. O propósito desta pesquisa é investigar até que ponto os consumidores estão conseguindo ser ouvidos pelas empresas por meio das mídias sociais on-line. A metodologia aplicada foi o Estudo de Casos Múltiplos de empresas do setor de telefonia celular. Construiu-se um instrumento de pesquisa e, por meio de análise de conteúdo dos comentários coletados durante três meses nas páginas da TIM e da CLARO no Facebook, os resultados apontam uma dificuldade muita grande das empresas do setor de telefonia em ouvir os consumidores.

This master thesis focuses on e-commerce, online marketing and Social Media marketing potential from theoretical factual and practical perspective. On the example of real start-up e-shop Didogo Group Ltd. it aims to show various possibilities how to enhance the company's and brands' recognition while implementing various online marketing and advertising tools. Particular focus is put on Social Media as up to date platforms suitable for marketing and advertising usage. After providing general theoretical and factual overview of e-commerce in the world as well as in Czech Republic, detailed description of various internet marketing tools and Social Media, it analysis Didogo's current state and marketing tools used up to date, and further provides list of recommendations for future marketing communication strategy of this company. Master thesis contains 79 pages, 10 figures, and 7 Appendixes.

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