Die externe Unternehmenskommunikation über das Medium Corporate Blog stellt einen relevanten, aber zu Teilen noch recht unerforschten Bereich der Social Media Kommunikation dar. Um eine gelingende Unternehmenskommunikation über Corporate Blogs zu fördern und eine Reflexionsbasis für die Kommunikationsverantwortlichen bereitzustellen, wird in der Arbeit die Forschungsfrage gestellt: „Wie gestaltet sich der Managementprozess externer Unternehmenskommunikation über Corporate Blogs, aus der Sicht der beteiligten Unternehmensakteure?“. Das Forschungsziel liegt in einer qualitativen, facettenreichen Rekonstruktion des Managementprozesses, aus Sicht der beteiligten Unternehmensakteure. Die Beschreibung der sozialen Praxis soll es ermöglichen, den Prozess in seiner Funktionsweise und seinen interdependenten Beziehungen zwischen Struktur und Handlung zu verstehen. Im Rahmen von 22 Fallstudien konnte der Prozess rekonstruiert und durch die Ausführungen der Unternehmensakteure erklärt werden. Die Ergebnisse zeigen, dass die Prozessphasen variabel und situationsspezifisch ablaufen und gestaltet werden müssen. Insbesondere die Gestaltung der Faktoren Aufmerksamkeit, Veröffentlichungsintervall und die Kommunikationskultur des Unternehmens sind elementar, um den Prozess zum Gelingen zu führen.

Social media has been getting more and more attention from common users as well as businesses. Although the level of social media adoption varies by sector and geographical location, all companies strive to understand which social media platforms adopt and how to effectively use them. There is a specific position for the winery sector, which is widely recognised as traditional. However, more and more people search for information, share information and purchase goods or services online, which made presence on social media inevitable even for wineries. There is a body of literature concerning wineries' social media adoption and usage, however there is none of such kind to be found in the Czech Republic. Thus, this paper's aim is to fill this gap and to find out to what extent do Czech wineries use social media and why. This paper investigates 96 responses from wineries from all regions of the Czech Republic. The evidence is that the common communication channels of Czech wineries are rather traditional, being it personal communication, email or phone. However, the level of social media adoption in comparison with Australia, Germany or New Zealand is rather high. Although Czech wineries value social media, there is a significant lack of knowledge in how to use them efficiently.

The diploma thesis "Social advertising opportunities in the practice of the Czech social work" is devoted to the relatively new advertising genre for our society- the social advertising, and how social workers can now use this type of advertising in their activities. The thesis defines the concept of public service advertising, describes the history of its origin and the level of development in some countries, and also by whom and for what purposes it is mainly used. The author aims to answer the question whether PSA can be considered as one of the tools of the social work, which gives us an opportunity to draw public attention to the existing social problems, find ways to solve these problems and prevent the occurrence of new pathological phenomena. The diploma thesis also focuses on social marketing, which is closely related to social advertising and should be used for the success of any social campaign, as well as on new trends in the activities of commercial organizations. These trends are identified as Corporate Social Responsibility. The conclusion is devoted to the description of problematic aspects of social advertising and its use in the social work, and the measures that can be taken for the development of social advertising in the Czech Republic in general and specifically in the...

Solicitud de embargo por publicación en revista indexada. / El marketing social, se puede decir que usa las mismas técnicas que el marketing tradicional, para motivar, así, un cambio de comportamiento que beneficie a la sociedad en general. Este estudio tiene como objetivo principal conocer los factores que explican el comportamiento frente al reciclaje doméstico, con el objetivo de desarrollar una estrategia de comunicación y marketing que promueva una rentabilidad de ingresos mínimos. El estudio se basó en un modelo de ecuaciones estructurales o SEM (por sus siglas en inglés), el cual se centra en tres factores que componen la teoría del comportamiento planificado (TPB). Adicionalmente se incluyeron cuatro variables más, a saber: conciencia ambiental, normas morales, los factores situacionales y el servicio e infraestructura para reciclar. Los resultados de 254 cuestionarios válidos revelan que la norma subjetiva, o presión social, fue el único de los tres componentes de la TPB en tener un efecto significativo en la intención de reciclar. Teniendo en cuenta que la presión social es el factor que más influye en la conducta del reciclaje, por lo que se recomienda una estrategia de marketing que maximice la visibilidad de esta actividad, y que dé relevancia a la participación de los vecinos dentro de esta. / Social marketing uses the same techniques as traditional marketing to influence behavior to benefit individuals and society. The main objective of this study is to find out what factors explain household recycling behavior to guide the development of a marketing strategy to promote this behavior. The study was based on a structural equation model using the three factors that make up the Theory of Planned Behavior (TPB). In addition, four more variables were analyzed: environmental awareness, moral standards, situational factors, and recycling service and infrastructure. The results of 254 valid questionnaires reveal that the subjective norm - or social pressure - was the only one of the three components of the TPB to affect the intention to recycle significantly. Considering the role social pressure has on recycling behavior, it is necessary to implement a marketing strategy that maximizes the visibility of this activity and includes the participation of neighbors as much as possible. / Tesis / PE

The main objective of this work is to analyze current trends in contactless payments and consequently implement it on the Czech market. On this base this thesis deals with several wearable devices. Furthermore on this base is also working in the application part, where is one of the secondary objectives of the work to determine consumer preferences on the market of the Czech Republic. One of the secondary objectives is create a brief summary of the history of payment cards and within the sociological aspect to find a certain analogy in introducing innovations in the field of payments towards current trends in contactless methods. Within the secondary objectives there are simultaneously defined key assumptions forms of payment for success on the market. The following section focuses on electronic payments. Specifically, it deals with trends in electronic payment services, where for its implementation aren´t required the physical presence of the card or chip. Furthermore there are analyzed alternative paths in the current payment methods, namely peer-to-peer platforms. On these platforms is based shared economy, which also represents an interesting potential for the possible development of payment field. Chapter with alternative methods for cashless is finished by analyzing digital currencies. The hypothesis of this thesis is whether Apple can have an impact on the area of contactless payments and how it can affect the entire sector. Part of the hypothesis is the claim that Apple manages to change the area of contactless payments, such as happenede in the music industry with iTunes and then in the telecommunications industry with a revolutionary iPhone. Potential benefit of Apple is defined by the method of description. Potential contribution of Apple Pay is characterized by logical deduction base on previous relationships. Conclusion is by quantitative research method, namely through the consumer research, assessed consumer preferences in the Czech Repulic and is also evaluated the hypothesis of potential benefits of Apple contactless payments.

This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication strategies of the Faculty of Management at the University of Economics in Prague using the knowledge acquired from the theoretical part. The practical part specifies the target group, draws up a report and chooses the way of communication. Further on, we will consider the timing of every single activity and the overall budget.

Indiana University-Purdue University Indianapolis (IUPUI) / This study uses a rhetorical visual analysis to investigate supplement advertisements within the top three fitness magazines, according to circulation, to provide a richer understanding of the message construction within the visual images the advertisements contain. The advertisements were selected at random over a time span of a year and a half within each of the magazines, totaling nine separate advertisements for analysis. The purpose of this study is to determine to what extent, if any, the construction of advertisements in men's fitness magazines operates as ideographic images establishing legitimacy as determined through application of Sonja Foss' rhetorical visual analysis methodology. Previous research has identified various analyses of visual images within the fitness culture, however, rhetorical visual analysis of supplement advertisement does not appear to have been investigated prior to this project which is the primary concern for the initiation of the current research. Employing rhetorical analysis in order to understand visual images provides a perspective that is imperative to identification of elements and functions of visual images. The current findings indicate that images in advertisements in men's fitness magazines do not establish rhetorical legitimacy, as understood from a rhetorical perspective. However, when examined through a traditional aesthetic intentionalist perspective, the construction of the advertisements operates as ideographic images, establishing legitimacy through the image. This information provides us with the understanding that advertisements within current muscle magazines are operating under a traditional viewpoint, and as such, produce traditional perspectives. The advertisement industry within this genre is reliant upon the consumer first knowing what the product is and then realizing how the image fits into that function. The limitation within this perspective of the advertisement industry is the consumer's knowledge base concerning the product, the product being explained through text and the time the consumer is willing to spend on correlating the intent or function with the images presented.

Диссертация посвящена вопросам социального маркетинга – Social Media Marketing (SMM). Рассматривается статистика продвижения товаров и услуг через работу в социальных сетях. Предметом анализа выступает инструментарий SMM, статистика активных пользователей и капитализация компаний. Результаты исследования могут быть применены в сфере организации SMM-продвижения бизнес-процессов и подготовки студентов в области онлайн-маркетинга. / The article is devoted to the issues of network marketing – Social Media Marketing (SMM). We Сonsider the statistics of the promotion of goods and services through the work in social networks. The subject of the analysis is the SMM toolkit and its system application. The results of the study can be applied in the organization of SMM-support business processes and prepare students in the field of online marketing.

Social media is an important part of the everyday lives of young and old alike. Consumers today turn to online sources more and more to help them make decisions. They ask for advice online on purchases they want to make and read extensive reviews that help them to make a purchase decision. With a broad literature review conducted, it was noted that in the past traditional media was mainly used by students as information sources in their decision-making process. The purpose of this study was to determine what role social media as an information source has in the decision making of students when selecting a university. Data was collected from University of South Africa students by means of an online questionnaire. The sample was selected using probability sampling in the form of simple random sampling. The results of this study indicated that students use social media as an information source to some extent when making a decision about a university. Social media was found to be a credible source of information albeit it only has a slight influence on their decision-making process. Students are present online and use social media mostly on their cell phones for entertainment purposes. Universities should take note of the role that social media plays in the lives of students. It can enable them to better market their institutions to potential students. / Business Management / MCOM (Business Management)

Social media is an important part of the everyday lives of young and old alike. Consumers today turn to online sources more and more to help them make decisions. They ask for advice online on purchases they want to make and read extensive reviews that help them to make a purchase decision. With a broad literature review conducted, it was noted that in the past traditional media was mainly used by students as information sources in their decision-making process. The purpose of this study was to determine what role social media as an information source has in the decision making of students when selecting a university. Data was collected from University of South Africa students by means of an online questionnaire. The sample was selected using probability sampling in the form of simple random sampling. The results of this study indicated that students use social media as an information source to some extent when making a decision about a university. Social media was found to be a credible source of information albeit it only has a slight influence on their decision-making process. Students are present online and use social media mostly on their cell phones for entertainment purposes. Universities should take note of the role that social media plays in the lives of students. It can enable them to better market their institutions to potential students. / Business Management / M. Com. (Business Management)