Sběr uživatelských dat pro personalizaci obsahu na Internetu

This bachelor’s thesis focuses on the issue of user data collection by onlineplatforms and the subjective and objective knowledge of users in this area. The aim of the thesis was to verify the hypothesis of whether users are truly aware of what data websites and social networks collect about them. The practical part was carried out through a questionnaire survey among 88 respondents aged 19-27. The results showed that despite high subjective confidence in their knowledge, there are gaps in the respondents‘ actual awareness regarding data collection. Although the averages success rate in the quiz questions was realtively high, some respondents were unaware of the full extent of the data collected by web platformy. This thesis contributes to identifying weaknesses in the digital literacy of young users and highlights the need for further awareness-raising efforts in the field of personal data protection.