Con la llegada de las redes sociales y las plataformas digitales, una de las herramientas más conocidas del marketing, el Electronic Word of mouth (EWOM), ha permitido que se genere un intercambio de opiniones de manera digital acerca de algún producto y/o servicio. Junto con esto, surgieron los online consumer reviews (OCR), que son evaluaciones que realizan los consumidores al servicio o producto que desean adquirir, los cuales brindan la posibilidad de obtener mejor y mayor cantidad de información. El objetivo del paper es estudiar el grado de influencia que tienen los principales atributos de los OCR en la intención de compra en la categoría de restaurantes de 5 tenedores. La literatura previa indica que atributos como la utilidad y credibilidad son importantes dentro de este proceso, y para el cual, en el modelo propuesto, se encontró como mediador a la adopción de la información. / With the arrival of social networks and digital platforms, one of the best-known marketing tools, Electronic Word of mouth (EWOM), has allowed an exchange of opinions to be generated digitally about a product and / or service. Along with this, online consumer reviews (OCR) emerged, which are evaluations made by consumers of the service or product they wish to purchase, which provide the possibility of obtaining better and greater amount of information. The objective of the paper is to study the degree of influence that the main attributes of OCR have on the purchase intention in the category of elite restaurants. The previous literature indicates that attributes such as usefulness and credibility are important within this process, and for which in the proposed model, the adoption of the information was found as a mediator. / Trabajo de investigación

The first objective of this paper is to describe the Android operating system. The chapter presents history and architecture regarding to all versions of the operating system. The significant part of chapter is focused on security. The second main topic of this paper is analysing the NFC (Near Field Communication) technology. This technology is based on an older contactless system RFID (Radio Frequency Communication), so RFID is described either. The NFC technology chapter contains the description of usability, history and the definitions of physical layer, link layer and NDEF (NFC Data Exchange) data format, used for data transmitting. The next chapter is focusing on the analysis of the NFC vulnerability. It contains a possible attacks methods and solutions how to prevent them. The output of this paper is the projection and creation of an application, which allow sending an arbitrary data between two devices using the NFC technology. Additional Bluetooth technology can be used for larger files. In this case, NFC helps to create Bluetooth communication channel which is utilized for data transfer.

Tato diplomová práce pojednává o vytvoření nové činnosti existujícího rodinného podniku a nutného podnikatelského záměru s cílem zjistit, zda je ekonomicky výhodné začít s činností správy a údržby nemovitostí. Tato práce dále provádí potřebné analýzy a poskytuje návrhy ve formě marketingového mixu, organizačního a finančního plánu. Na základě předpokládaných finančních výkazů hodnotí výhodnost projektu.

Tato diplomová práce byla vypracována při studijním pobytu na University of Eastern, Finland. Tato práce se zabývá analýzou pohybů očí jakožto charakteristiky lidských úmyslů. Během hraní hry 8Puzzle byly extrahovány pohyby očí a rozděleny na základě stisku tlačítka, které ve hře symbolizovalo hráčův úmysl pohnout herní kostičkou. Takto rozdělené sekvence představují reflexivní chování oka, tzv. pohledové gesto, které představují zdroj příznaků. Příznaky extrahované z pohybů očí pak popisují pohledová gesta spojená jak s úmysly a tak bez úmyslů. Nově bylo do analýzy zahrnuto také pozorování změn v zorničce jakožto zdroj informací, který by mohl pomoci v rozlišení úmyslných pohledů od pohledů bez záměru. Tento úkol zahrnuje binární klasifikaci, která byla realizována pomocí navrženého predikčního modelu s využitím SVM a RBF jádra. Tato práce se také zaměřuje na studium vlivu normalizace na celkové výsledky. Vyhodnocení modelu bylo realizování pomocí křivky pod grafem. Z výsledků bylo dobře patrné, že datová sada příznaků založená na fixacích a sakádách lépe rozlišila úmyslné sekvence od neúmyslných, zatímco úspěšnost sad příznaků postavených na odezvách pupily se pohybovala na hranici náhodného klasifikátoru. Přestože dosažené výsledky vyzývají k dalšímu studiu lidských úmyslů pomocí pohybů očí, přestože klasifikace v reálném čase na základě takto navržených příznaků by prozatím nebyla 100% spolehlivá.

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.

The topic of this thesis What do children draw (not only) on the asphalt is to explore a material potential of outside environment as a specific device for teaching art education. The first part defines the role of the arts in contemporary education system, sets out the main goals and points out specialties of the field. The next section deals with the observation of spontaneous creative expressions of children on non-traditional sourfaces, their place in the natural need for exploration, and playing as a means of understanding the world. Compares the difference of the creation in outdoor environments on unconventional surfaces and the classical indoor creation and deals with the potential use of this knowledge. Looks for possibilities which would enrich the teaching of art and offer teachers new inspiration. Finally, on the basis of my own interventions, verifies the applicability of theoretical findings and their possible application in teaching at primary schools.

Rokosová Magdaléna: Plastic Age - plastic as a legitimate part of the arts and art education [thesis], Prague 2015 - Charles university in Prague, Faculty of education, department of art This diploma thesis is focused on mapping the potential of synthetic or semi- synthetic polymeric materials as specific means for fine art and art education. The theoretical part summarizes the crucial moments and the possibility of using plastics in applied arts (design) as well as in free creation and their everyday use in various fields and the resulting significant determination of our lives with these materials, including adverse effects on human health and our planet. Didactic series uses the appropriate means with regard to addressing the topics and the target group of pupils in second level primary school. It gently draws attention to the amount of plastic waste produced, and also presents the possibility of using these materials for creative work. The artistic section is focused on original works of fine art with the use of synthetic materials and verifying their expected potential. Its content is mainly engaged in the contrast of artificial and natural world and the question of whether these two seemingly distant worlds are really separable.

El objetivo general de la presente investigación es llegar a conocer los factores que influyen en el proceso de compra en personas de 18 a 30 años de nivel socioeconómico A y B. Por otro lado, medir la influencia o aprobación por parte del público hacia las ventas online y los factores claves para que un sitio web inspire confianza para los usuarios, donde se analizará la capacidad del social market como Instagram o Facebook como plataformas de compra. Finalmente ponderar cuáles de los factores de compra son los más relevantes, donde se analizarán la seguridad, forma de pago, actividad de usuarios como comentarios o recomendaciones, entre otras. / The general objective of the research is to know which factors influence the buying process through Instagram and Facebook and get to know the relevance of social media nowadays among users between 18 to 30 years old of the A and B socio economic level to focus the biggest consumption age group. The research develops into objectives such as proving if the social market or ecommerce platform is a relevant factor in the purchase decision, or the influence or reassurance buyers perceive from comments of other buyers and if the brand strategy is perceived or not by their audience. / Trabajo de investigación

El contexto de la presente investigación muestra una creciente atracción por los usuarios millennials por realizar compras de tickets aéreos en sitios web de aerolíneas en Lima Metropolitana. Asimismo, se observa un notable cambio en el comportamiento del consumidor, el cual se ve influenciado por distintos factores de la Experiencia Web. Por lo tanto, el objetivo es analizar los factores del Web Experience (usabilidad, interactividad, confianza, estética y marketing mix) influyen en la intención de compra online de tickets aéreos por millenials en los sitios web de aerolíneas en Lima Metropolitana. Se desarrollará una investigación cuantitativa con una muestra no probabilística de 250 jóvenes millennials de Lima Metropolitana que hayan comprado por lo menos un ticket aéreo en un sitio web de aerolínea en el último año. / The context of the present research shows a growing attraction for millennial users to make purchases of air tickets on airline websites in Metropolitan Lima. Likewise, a notable change in consumer behavior is observed, which is influenced by different factors of the Web Experience. Therefore, the objective is to analyze the Web Experience factors (usability, interactivity, trust, aesthetics and marketing mix) that influence the online purchase intention of airline tickets by millennials on airline websites in Metropolitan Lima. A quantitative research will be carried out with a non-probabilistic sample of 250 young millennials from Metropolitan Lima who have bought at least one air ticket on an airline website in the last year. / Trabajo de investigación

El presente proyecto de investigación está enfocado en medir cómo las variables de: valor percibido verde, riesgo verde, confianza verde y satisfacción verde afectan la intención de compra verde del consumidor o comprador final. El objetivo es analizar las variables green trust, perceived green value y green risk, para ver cómo afectan la intención de compra, analizar grupos que consumen productos "green" en supermercados o grupos que buscan productos green en tiendas naturales, la categoría que queremos analizar es higiene personal, ya que existen ambos en los dos tipos de tienda. Esto con el fin de conocer los motivos de intención de compra del consumidor. Hemos decidido realizar esta investigación con jóvenes y adultos entre 18 y 35 años que sigan un estilo de vida saludable y les guste estar informados sobre todas las acciones que hacen las marcas respecto al medio ambiente. / The following paper is focused on measuring how the variables of: green perceived value, green risk, green trust and green satisfaction affect the consumer's or final buyer's purchase intention. The objective is to analyze the variables green trust, perceived green value and green risk, to see how to verify purchase intention, analyze groups that consume "green" products in supermarkets or groups that look for green products in natural stores, the category we want to analyze it is personal hygiene, since there are both in the two types of store. In order to know the reasons for the consumer's purchase intention. We have decided to carry out this research with young people between 18 and 35 years old who follow a healthy lifestyle and like to be informed about all the actions that brands do with respect to the environment. / Trabajo de investigación