It is well-documented that adolescents tend to befriend those who share demographic characteristics like gender. Less clear is how culture connects to these homogeneous relationships. This study examines the effects of gender-typed behavior on adolescent friendships at dyadic and school levels. The friendship network data are drawn from the well-known wave 1 ‘saturation school’ component of the National Longitudinal Study of Adolescent to Adult Health. I show that adolescents tend to befriend those who share similar gender-typed behavior, above and beyond simple demographic affiliation. Also, when students in particular schools exhibit more heterogeneous gender-typed behavior, the expression of gender-typed behavior homophily within schools becomes stronger, whereas gender homophily declines. The results support previous research showing cultural dispositions shape network patterns, but also provides evidence of contextual network formation processes.

This thesis aims to explore the role of social network in the international market for the companies that plan to test their capabilities of social network for enhancement of business. In order to explore such capabilities, LinkedIn, Facebook, twitter and other social networks have been considered as examples, using companies from three different countries France, China and India. The findings highlight the social network contributing the acceleration of internationalization process and cost reduction. The methodology is used for assessing its relevance of moving internationally by the firms and assessment in the initial phase of implementation. However, its relevance is bigger in advanced stage of the implementation process. LinkedIn, Facebook, twitter can be obtained by new firms to obtain several benefits such as brand awareness and exploring new opportunities, customer retention and few other factors. This study results in providing complete knowledge to those companies or new startups that plan to move into international market after being into the business for few years locally.

My dissertation focuses on the strategic implications of the link between organizational culture and social network structure. I study their role in the process of knowledge transfer and diffusion, organizational memory, and organizational design. More broadly, I examine the way that social structure influences the information environment, and what effect this has on organizational learning. I focus in particular on the process of cultural evolution. My dissertation leverages digitization as a phenomenon of inherent interest and as an empirical setting that can improve our theoretical understanding of both digital and non-digital communities. I have developed an expertise in computational methods, especially in machine learning techniques related to text and other unstructured data, and in the analysis of "big data," especially pertaining to large-scale networks. By combining these computational tools with organizational theory and the rich relational data generated by the explosion of digital records, my research grants insight into the dynamic process of learning in organizations and the implications for innovation and competitive advantage. I explore how digitization informs and develops our understanding of organizational culture, knowledge transfer, and the labor market. Specifically, I investigate how digitization has opened a window to observe network structure and language, providing a lasting record of these changes through time. Using these digital records to observe the structure of social relations and the language used to communicate can help deepen our theory of knowledge transfer for a wide range of organizations, not just those that operate in the digital sphere. This means that these studies also have implications for understanding organizations in non-digital settings. My dissertation contributes both theoretically and empirically to the knowledge theory of the firm. However, the mechanisms underlying knowledge transfer remain underdeveloped. I contribute by disentangling the related mechanisms of language and organizational structure, and I propose that common language directly impacts what knowledge may be efficiently transferred. Next, my dissertation contributes to the growing field of digitization. Digitization is salient for researchers both as a unique phenomenon and as an ever-expanding source of accessible data to test theory. Moreover, since one of the central contributions of digitization is to reduce the cost of information gathering, it is well-suited to my theoretical setting of knowledge transmission and organizational memory. Finally, my dissertation contributes to our understanding of culture in organizations. The focus on language as an aspect of culture allows both additional formalization as well as more specific empirical tests of the contribution of culture to organizational outcomes. In particular, a focus on dynamic settings in each of the chapters reveals the interplay between organizational structure, memory, and change. This helps us to understand how language evolves, how it is learned, and how it changes in response to information shocks.

The diploma thesis describes the issue of using social networks of a selected com-pany in marketing communication. The aim of the thesis is to analyze the current situation in the company and to suggest a new solution, the marketing tools, which the company can use in the future. The first part summarizes the issues of marke-ting communication, marketing and communication mix and social networks. The analytical part includes analysis of the internal and external environment, analysis of the competitive position of the company, as well as SWOT analysis. The final proposal then explores the communication channels currently in use and shows new possibilities for using communication channels along with the expected costs.

This diploma thesis deals with the proposal to improve the marketing communication of Marion's bridal and ball dresses salon. The first part describes the theoretical background. Next part is analytical, presenting the salon's current situation with the analyzes performed, which are summarized in the SWOT analysis. The last part provides suggestions for improving the salon´s marketing communication.

The diploma thesis deal with the marketing communication of online shopping specializing in greenhouses and seedbeds sales which is operated by the agricultural cooperative. The first part of the paper focuses on theoretical aspects based on professional literature sources. In addition, an analysis of the current situation of e-shop communication is carried out. On the bases of the analysis, possible measures are proposed with the aim of improving marketing communication with customers, gaining new customers and to raise the awareness of the existence of agricultural cooperative.

The thesis is a proposal of communication mix for selected company. The chosen company is Pantograff art store, which sells paints in spray and paints. The diploma work is divided into 3parts. The first part is theoretical, where the theoretical background of the given topic of marketing research on the B2C market is described. The analytical part focuses on important analyzes for the revitalization of the existing communication mix of the company. In the last part of the thesis there are individual suggestions for improving the marketing of the company.

The aim of the diploma thesis is to identify, analyse and then evaluate all possible risks related to Forky's online marketing communications. In the theoretical part, the thesis deals with basic concepts of marketing, explaining the concept of risk, lighting marketing issues. The analytical part deals with the assembly of the Company's internal and external environment. Based on the resulting analyses, all possible risks that may arise in this environment will be investigated. In the last part, individual solutions are presented, including their effectiveness, financial overview along with the exactness of these solutions and the benefits of the proposed solutions. In the complete conclusion of the work, all possible risks along with the solution are described, as well as the way in which they can be prevented.

The purpose of this study was to examine romantic relationships that began through face-to-face (FtF) interaction or computer-mediated communication (CMC). Two hundred seventy-six participants who were currently in romantic relationships that began in person (196) or online (80) completed an online questionnaire. The study explored several relational variables (relationship satisfaction, intimacy, trust, communication satisfaction, physical attraction) and tested for differences in the two types of relationships; however, the data were not consistent with the hypotheses and research questions. Post-hoc tests revealed that sample characteristics (including sex, exclusivity of relationships, same/opposite sex relationships, and length of relationships) accounted for several differences when tested with the relational variables. Finally, the study sought to find which of these variables related to relationship satisfaction in relationships that began FtF and online. Trust and communication satisfaction significantly predicted relationship satisfaction in relationships that began FtF, and physical attraction and communication satisfaction significantly predicted relationship satisfaction in relationships that began online.

The area of small and medium enterprises (SMEs) is an important factor, in which many see a promise of improvement of the economic situation. It is a well-founded request, and as shown in many advanced economies, this segment is an important part of economy. My thesis involves one of these situations, where a starting entrepreneur, with low capital investments, is looking for ways how to achieve his market goals and how to support business processes with the help of information technology (IT). The IT supported business model here, will be a model, where the main distribution channels are realized with help of IT technologies. With this distribution channel relates the use of social network services as a marketing tool enabling a development of a company and an effective but not capital-intensive tool designed to realize the business targets.