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Bibliografický záznam KOUNOVSKÝ, Josef. Crowdfunding v českém prostředí a jeho využití v proměňujícím se hudebním průmyslu. Praha, 2014. 94 s. Diplomová práce (Mgr.) Univerzita Karlova, Fakulta sociálních věd, Institut komunikačních studií a žurnalistiky. Katedra mediálních studií. Vedoucí diplomové práce Mgr. Jaroslav Švelch, Ph.D. Abstract This thesis addresses the issue of crowdfunding in the Czech Republic and its utilization in the changing music industry. It focuses on the specifics that the local version of crowdfunding brings with itself and the motivation of musicians to use this not very familiar method of financing. At the same time, the thesis also puts crowdfunding in the context of today's music culture and points out the mechanics behind crowdfunding that make it successful abroad. The thesis briefly outlines the changes in the music industry, which occur with the development of new media. The research part of the thesis provides a qualitative analysis of five crowdfunding campaigns that took place since autumn 2013 to the present day. The analysis is based on in-depth interviews with project creators. The analysis shows that the Czech crowdfunding is still in its infancy and can not yet be seen as a full-fledged local version of crowdfunding as we know from abroad. The major differences can...

Brand-lurking Phenomenon on Social Media Abstract The key measures to assess consumer-brand engagement on social media have mainly been visible interactions with media content, including 'likes', comments and shares. However, as research into consumers' online behaviour demonstrates, only a minority of users in fact participate 'visibly'. On social media, the vast majority of users are passive participants, so called 'lurkers'. This thesis explores consumers' publicly invisible behaviours on social media and introduces an original methodological approach to exploring the otherwise invisible behavioural patterns on social media, which builds on ethnographic principles and combines digital methods with qualitative methods. Drawing on a data set of 134 hours of screen recordings obtained through ad hoc tracking devices installed on PCs and smartphones of 15 young adults from seven European countries recruited from the "Generation Z" and 15 in- depth interviews conducted with the same participants, the study proposes the following contributions. First, the thesis illustrates a research protocol to explore consumers' lurking behaviours in relation to branded content as they occur within the young people's natural social media settings. Second, it introduces the concept of invisible engagement, defined as an...

The application of revenue management (RM) is changing more rapidly than ever before, driven as an important factor of the daily operation to keep prices competitive and to create real-time optimal pricing. In the age of the Internet and social media, negotiated fixed rates have become outmoded. Consumers now have access to online rate comparisons and real time reviews. They think more strategically when making purchasing decisions. Thus, they become more demanding. This research provides an empirical study of revenue management and pricing with an emphasis given to the hospitality industry. The aim of this research is to examine the gap between the theoretical approach and the empirical analysis, the rationality between the implementation of dynamic pricing approaches and the impact on the customer. Furthermore, the research examines the perception of consumers’ willingness to pay when using the Name-Your-Own-Price (NYOP) mechanism, which allows customers to have a greater influence on the amount they are prepared to pay. Instead of posting a price, the seller waits for a potential buyer’s offer, which he or she can either accept or reject. Finally, this study examines, whether the use of social media plays a decisive role in the online purchase environment used by the hospitality sector and the effect it has on a consumer’s willingness to pay. Accordingly, hotel revenue managers will be able to use the findings of this study to effectively plan their short-term, and long-term pricing strategies to generate a stronger revenue management performance for their property, namely to increase the RevPAR (revenue per available room). The research can be useful to businesses, as empirical data and tests were employed to determine what kind of impact the different pricing policies have on the long-term profit optimization. These practical and theoretical elements of the field reinforce each other‚ as well as to a large extent, the constructive interplay of theory and practice. The research is twofold, the holistic approach, which discusses the development of the theoretical dimension, is complemented by the practical analysis of the collected data of the surveys. This approach ensures the relevant observation of ‘real-time’ data and the evaluation of the set of hypotheses. The study conducted two large scale interrelated structured surveys. The first structural survey (NYOP) provides a better understanding of the final consumer, by using the name-your-own-price mechanism and by observing the extended role of social media in the booking procedure. Hypotheses were tested and in the second survey in-depth data from revenue managers and executives working across the tourism industry was collected, in an attempt to measure the use of pricing strategies within the industry. The research contributes to the theory by empirical testing how the extended RM objectives influence RM and pricing. It provides a clear picture of the necessary elements for a successful implementation of pricing strategies. Finally, the study has implications for the consumer. Thus, the researcher investigates consumer’s perception to the NYOP model and the expanding role of social media to the consumer-booking pattern.

The purpose of the study is to investigate the respondents’ consumption habits, experiences and opinions linked to NA-KD’s content on Instagram, to see which of the four communication models within PR (Grunig & Hunt 1984) that are reflected in their experiences, opinions and consumption.   Method: The study is based on a quantitative web survey, which was answered by Swedish women, aged 16-35, who follows @nakdfashion on Instagram. They answered questions about their consumption of the content as well as their experiences and opinions on how NA-KD communicates with their followers.   Result / analysis: The majority of respondents are "passive" consumers in the interaction with NA-KD on Instagram. The main reasons why they consume NA-KD's content are to get offers, coupons and to get inspiration. While their experiences reflects Grunig & Hunt’s asymmetric communication model, their opinions show more of the symmetric model.   Conclusion: The respondents' experiences and opinions about how the communication takes place / should take place do not match. The result indicates an existing imbalance in power between transmitter and receiver in the communication process. In practice, the respondents do not seem to mind it as long as NA-KD meets their needs, which are mainly inspiration and offers.