The Phenomenon of Streisand Effect - Implications for Professional Marketing Management
| Thesis title: | Fenomén Streisand effect - implikace pro marketing management |
|---|---|
| Author: | Dytrychová, Eva |
| Thesis type: | Bakalářská práce |
| Supervisor: | Novák, Michal |
| Opponents: | Kincl, Tomáš |
| Thesis language: | Česky |
| Abstract: | Cílem bakalářské práce bylo nalezení a charakteristika případů internetového fe-noménu Streisand efekt, který je důsledkem neúspěšné snahy o utajení již zveřejněné informace (zpravidla na internetu) a možnosti využití tohoto fenoménu v marketing managementu. V práci jsou uvedeny a popsány tuzemské i zahraniční případy tohoto jevu a analyzovány pokusy o jeho aplikaci v marketingových kampaních. Na základě získaných charakteristik jsou navrženy možné způsoby uplatnění Streisand efektu v marketingové kampani a diskutovány potenciální přínosy těchto kampaní pro marketing management. |
| Keywords: | cenzura; online fenomén; Streisand effect; marketing management |
| Thesis title: | The Phenomenon of Streisand Effect - Implications for Professional Marketing Management |
|---|---|
| Author: | Dytrychová, Eva |
| Thesis type: | Bachelor thesis |
| Supervisor: | Novák, Michal |
| Opponents: | Kincl, Tomáš |
| Thesis language: | Česky |
| Abstract: | Objective of this thesis was to find and characterize cases of Internet phenomenon called Streisand Effect and ability to exploit this phenomenon in professional marketing management. This effect is a consequence of an unsuccessful attempt to secrecy previously published information (usually on the Internet). The thesis presents and discuss domestic and foreign cases of this phenomenon and analyze attempts of its application in marketing campaigns. Based on acquired characteristics, the potential benefits and possible methods of exerting the Streisand effect in the professional marketing management is discussed. |
| Keywords: | online phenomenon; censorship; marketing management; Streisand effect |
Information about study
| Study programme: | Ekonomika a management/Management |
|---|---|
| Type of study programme: | Bakalářský studijní program |
| Assigned degree: | Bc. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Management |
| Department: | Department of Management |
Information on submission and defense
| Date of assignment: | 1. 3. 2014 |
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| Date of submission: | 20. 6. 2015 |
| Date of defense: | 9. 9. 2015 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/51264/podrobnosti |