Posudek oponenta bakalářské práce
Studijní program:Mezinárodní ekonomické vztahy Studijní obor:International Business
Akademický rok:2020/2021
Název práce:Postoje spotřebitelů k reklamě na sociálních médiích Řešitel:Ornella Kim Buxbaum
Vedoucí práce:doc. Ing. Přemysl Průša, Ph.D.
Oponent:Ing. Mgr. Tomáš Sadílek, Ph.D.
Hlediska Stupeň
hodnocení
1. Stupeň splnění cíle práce 2
2. Logická stavba práce 1
3. Práce s literaturou, citace 2
4. Adekvátnost použitých metod 2
5. Hloubka analýzy ve vztahu k tématu 3
6. Vlastní přístup k řešení 1
7. Formální úprava práce 2
8. Jazyková a stylistická úprava práce 2
Konkrétní připomínky a dotazy k práci:
The main aim of this bachelor thesis is to provide a general recommendation based on respondents’
preferred advertising technique through social media and their role in influencing potential customers based on their demographic characteristics in favour of visiting Zalando or About You’s webpage and purchase the brand’s products. I think that the aim should have been more specific, but I hope this aim was fulfilled and this thesis provides also practical implications for the brands.
In the practical part, there is a survey focused on the perception of social media in communications of Zalando and About You. The methodological part of the research is well-described. The data presentation should be on a higher level rather than the results from the Google Form mostly in the form of pie charts.
The data analysis is limited only to descriptive statistics, with no contingency tables or contingency charts.
One limitation of the research part is a research sample that is consists of respondents mostly in the age of 18-25 year old but this was not specified in the Introduction or in the Conclusion. Also, the
recommendations are not directly connected with the thesis results and should have been more detailed.
Formal comments include missing pages for books and magazines and wrong citing of tables and charts.
The quality of the thesis is also decreased by some grammatical errors and typos, and also the terminology used in the thesis is not correct (such as general questions instead of main research questions on p. 29). The Introduction should start at p. 1, not p. 5.
Questions:
1) What from your recommendations with low costs contribute significantly to the brand awareness of About You and Zalando?
2) What communication channels would you select for respondents from the age group of 36–60?
Závěr: Bakalářskou práci doporučuji k obhajobě.
Navrhovaná výsledná klasifikace práce: 2
Datum: 19. 5. 2021 Ing. Mgr. Tomáš Sadílek, Ph.D.
oponent práce
