Analýza persuasivních technik na Facebooku a jejich vnímání uživateli

The diploma thesis deals with persuasive techniques on social networking site Facebook. Its goal is to analyse the persuasive techniques on Facebook and ascertain what their impact is and how users perceive them. Based on literary research, the theoretical part introduces the reader to the theoretical background in the area of persuasive technologies. In particular, it presents the Fogg’s behavioural model and also addresses the ethical context. It also brings insight into the field of both real-world and online social networks, describing their psychological and behavioural nature. Finally, it documents the increasing popularity and deals with the impact of online social networks on their users.The practical part recognizes four persuasive goals that serve as a base for the analysis of the user interface and identification of persuasive elements. It explains their functional essence and evaluates them using theoretical point of view. As a result, it identifies three Facebook functions that contain controversial persuasive tools of operant conditioning and surveillance – notifications, news feed and Find friends.The fourth chapter formulates hypotheses and research questions that are verified by empirical research. The research is carried out in form of an anonymous questionnaire survey and further evaluated using statistical methods. Discussion chapter then links the findings of practical chapters and adds recommendations for limiting Facebook's persuasive power on users.Statistical hypotheses testing confirms, in particular, a moderate dependence between the use of two persuasive features – mobile notifications and news feed – and the amount of time spent on Facebook.