Assessment of Bachelor Thesis – Academic Consultant
Study programme:International Economic Relations Field of study:International Business
Academic year:2020/2021
Bachelor Thesis Topic:Consumer Attitudes Towards Social Media Advertising Author’s name:Ornella Kim Buxbaum
Ac. Consultant’s Name:doc. Ing. Přemysl Průša, Ph.D.
Opponent:Ing. Mgr. Tomáš Sadílek, Ph.D.
Criterion Mark
(1–4)
1. Overall objective achievement 1
2. Logical structure 1
3. Using of literature, citations 1
4. Adequacy of methods used 2
5. Depth of analysis 2
6. Self-reliance of author 2
7. Formal requirements: text, graphs, tables 1
8. Language and stylistics 2
Comments and Questions:
The aim of the thesis is to provide a general recommendation based on respondents’ preferred advertising technique through social media and their role in influencing potential customers from the segment of Millennials (Generations Y and Z).
The topic is very up-to-date and I do appreciate the author´s approach in the theoretical part, where she was able not only to define and discuss the most important terms and tools from the area of digital marketing and commercial communications, including the e-commerce, but also the current trends in the area of fashion e-commerce, which is the area of the practical part of the thesis. The literature review is sufficiently deep for the purpose and level of a bachelor thesis.
The practical part of the thesis deals with the online communications of two online fashion retailers – Zalando and AboutYou. In the beginning the author defines the market position of these two brands in the Czech market. Further a quantitative research is performed with the aim to reveal the attitudes of
Millennials towards various online communication tools used by Zalando and AboutYou, mainly in social networks. I believe the research is well designed and it brings undoubtedly various practical findings.
On the other hand, there also several shortcomings: firstly, the research is limited by the relative small number of respondents, who were mainly aged 18-25 years, so that the older age groups are rather marginal. Further, the presentation of the outcomes could be a little deeper, for example, in the form of contingency tables.
In spite of that, the author was able to utilize the research findings, generalize them and propose several recommendations, useful for both analyzed brands, as well as for any brand present in the online fashion market.
Questions:
1. What are the most important current trends in the online communication of online fashion retailers?
2. How would you effectively build brand awareness of an online fashion retailer in the group of consumers aged 35-60?
Conclusion: The Bachelor Thesis is recommended for the defence.
Suggested Grade: 1
Date: 27/05/2021 doc. Ing. Přemysl Průša, Ph.D.
Academic Consultant
