Articles (KMO)

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http://hdl.handle.net/11025/30042

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Showing 1 - 20 out of 104 results

Influence of Entrepreneurial Competencies and Innovation on the Success of Hospitality SMEs in Ho Chi Ming City, Vietnam – the Mediating Role of Competitiveness .
(Západočeská univerzita v Plzni, 2025) Doan, Hung Dang Phi
Green Finance in Economic Research: A Bibliometric Analysis
(Západočeská univerzita v Plzni, 2025) Čandová, Andrea; Pokorný, Jan
Employees ICT self-efficacy and uncertainty in the context of digital transformation: Perspective of three generational cohorts
(2023) Eger, Ludvík; Komárková, Lenka; Egerová, Dana
This study contributes to a deeper understanding of digital transformation by focusing on the human side of this phenomenon and providing insights into employees’ perceptions of uncertainty and opportunities concerning DT. The theoretical framework builds on theories of communication and uncertainty management, and generational cohorts. A questionnaire survey of 1,000 respondents was conducted via a national online. Using statistical linear modelling, the dependence of ICT self-efficacy on generation, the dependence of employees’ DT uncertainty on ICT self-efficacy and generation, and the relationship of employees’ perceived DT opportunity to their DT uncertainty and generation were verified. With the exception of ICT self-efficacy, the results show that the differences among generations are blurring. Further, findings indicate the influence of education on ICT self-efficacy, the influence of gender and type of work on employees’ ICT self-efficacy and perceived opportunities, and the influence of the economic sector on uncertainty and perceived opportunities. This study provides useful information for employers to implement appropriate human resource management strategies for successful DT.
Digitalisation as a Prerequisite for the Groundswell Concept Encouraging the Optimisation of Investments in Online Advertising Using an Audit Approach
(2023) Madleňák, Adam; Kupec, Václav; Hladíková, Vladimíra; Písař, Přemysl; Kupec, Michael
In an environment of hypercompetition, Industry 4.0 and the impact of the social trend called groundswell on corporate communication mediated through social media, online advertising is critical to enterprise marketing. Moreover, the COVID-19 pandemic has accelerated the transformation from classical advertising to digital. The Controlling/Audit approach could serve as a tool for optimising online advertising performance. The paper analyses a sample of online advertisements (n=248,812) and the finding of this research points to possible significant improvement in CPT (Cost per thousand) ratio and enhanced efficiency of enterprise marketing strategies. Based on the research findings, three linear regression models were developed for improving investment in online advertising. These models were used to set up a controlling/audit approach that was experimentally tested in selected enterprises. Experimental testing proved that Controlling/Audit improved the efficiency of online advertising, in some cases, by over 50% in terms of CPT.
Ethical Consumption: What Makes People Buy "Ethical" Products
(2024) Hommerová, Dita; Šálková, Daniela; Čábelková, Inna
Consumers express their ethics through their consumption decisions. The article examines the preferences of Czech respondents in the area of ethical consumption. The aim of the study is to find out the respondents' attitudes towards ethical shopping. We apply a series ofordinal regression analyses to analyse the data from the survey (N=1670; aged 15–93 years, M ± SD: 35.51 ± 16.82; 62.00% women; 32.10% with higher education) conducted in 2021. In some cases, the results of the survey are compared with surveys on the same topicconducted in 2016 and 2018. The research found that customer interest in purchasing is growing, but this trend has not yet manifested itself in the volume of purchases. Beyond the reasons, the decision to buy, ignore ethical products or boycott unethical products is largelylinked to the natural interest and availability of information about 'ethical shopping' in general and 'ethical' products. The results suggest that personal responsibility is the most important reason for ethical shopping. Poor availability in the sales network, disinterest, and higher prices were the most significant reasons for not buying "ethical" products. This research extends existing studies by examining the reasons for purchasing or ignoring so-called ethical products in relation to the intensity of their purchase. We believe that the results of theresearch can be used as baseline data to support targeted ethical purchasing, for example through education.
Vnímání rizika během cest v době pandemie COVID-19
(2023) Janeček, Petr; Pichlík, Lukáš
Riziko při cestování je dlouhodobý fenomén, který eskaluje s existencí velkých krizí, které turismus potkávají. Pandemie COVID-19 takovou krizí bezpochyby byl. V souvislosti s touto krizí se pozornost autorů upnula k tématu vnímání a vlivu rizik na cestování. Tento článek přináší dílčí výsledky obsáhlejšího výzkumu, který probíhal v roce 2021 a v roce 2022. Prezentovány jsou zde výsledky za rok 2021 se zaměřením na rizika spojená s cestováním a jejich faktory. Dotazníkové šetření bylo realizováno na reprezentativním vzorku české populace s četností 1000 odpovědí. Výsledky potvrzují závěry dalších autorů, kteří vnímají v oblasti hodnocení rizik důležitý čas, místo a osobnost cestovatele. Dle výsledků lze usuzovat, že rizika jsou vnímána významněji skupinami cestovatelů s menšími zkušenostmi, mladými nebo naopak nejstaršími cestovateli nebo ženami. Nejdůležitějšími faktory spojenými s cestováním jsou finanční prostředky, bezpečnost v destinaci, kam se cestuje a úroveň hygieny během cesty. Důležitá je také úroveň informovanosti.
Social commerce use intention: The mediating effect of trust and the moderating effect of generational cohorts
(2025) Mičík, Michal; Komárková, Lenka; Eger, Ludvík
Social commerce represents a quickly growing field with significant implications for e-commerce and marketing. It has been gaining importance in recent years due to the popularity of social media and online shopping. The evolving nature of social commerce impacts consumer behavior. Despite evidence that age cohorts exhibit distinct digital behaviors, generational differences in s-commerce adoption remain underexplored. This study examines the role of communication via social media, prior online experience, and trust in shaping s-commerce use intention. It specifically investigates generational differences between Generation X (Gen X) and Generation Y (Gen Y), addressing gaps in existing research on trust and digital engagement. A quasi-representative sample of Gen X and Gen Y respondents was analyzed using multi-group structural equation modeling. The study tested a mediation model, evaluating whether trust mediates the relationship between communication, experience, and s-commerce use intention across generations. The results highlight significant differences and similarities in con-sumers' intention to use social commerce between generations. Trust mediates the adoption process only for Gen X, while Gen Y relies more on direct social media interactions. This suggests that older consumers prioritize trust-building mechanisms, whereas younger con-sumers are more influenced by social engagement and peer interactions. This study extends s-commerce adoption models by incorporating generational cohort theory, offering practical insights for businesses to optimize trust-building and communication strategies based on generational preferences. The findings support targeted strategies to enhance customer en-gagement and increase s-commerce adoption in emerging markets.
Understanding social commerce use intention: A mixed-method approach based on structural equation modeling and fuzzy-set qualitative comparative analysis
(2024) Mičík, Michal; Gangur, Mikuláš
The adoption of social commerce by businesses is still in its early stages, and only companies that swiftly adapt can achieve success. In order to accomplish this, it is necessary to expand our understanding and comprehend the factors that decide the exploitation of social commerce by users - only in this way can companies formulate appropriate strategies leading to greater competitiveness. This study enhances the knowledge of social commerce by formulating a conceptual model of social commerce use and empirically validating it. The study enhances the current understanding of the social commerce environment by examining the impact of trust, social interactions and experience. It contributes to a deeper understanding of the factors that can influence users' intention to use social commerce in the context of the selected country. This study is one of the first to explore the predicting effect of experience on trust and intention to use social commerce. A mixed-method approach combining structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) is utilized to get more robust results. SEM is used to verify the proposed social commerce model using a quasi-representative sample of 750 complete questionnaires. fsQCA is employed to enhance the research findings. The results indicate that the most critical factors that directly influence the use of social commerce in the Czech Republic are trust in the social commerce environment and experience with the online environment. Trust also has a significant indirect effect on the use of social commerce.
Implementation of generative AI as tool for marketing communication seminars in universities
(2024) Turčáni, Radek
Generative AI is reshaping the education landscape, particularly in domains requiring innovation and creativity, such as marketing communication. This paper explores the integration of Generative AI into university-level marketing communication seminars, focusing on its potential as a tool for enhancing learning outcomes and preparing students for real-world challenges. The study evaluates the impact of Generative AI applications like ChatGPT and Gemini on the learning process through a case study approach, identifying benefits, challenges, and key recommendations for effective implementation. The findings suggest that incorporating Generative AI tools into educational frameworks fosters critical thinking and practical skills, essential for contemporary marketing professionals
Percepční mapa značek: Příklad z automotive z ČR
(2024) Eger, Ludvík
O důležitosti značek a brandingu v odborném časopise pro ČMA není potřebné podrobně psát. Pro akademicky, ale zejména na praxi orientované experty může být vhodné na aplikačním příkladu z našeho prostředí ukázat, jak je možné realizovat výzkum značek v určitém odvětví právě pro další plánování marketingu těchto značek. Proto dále prezentujeme průzkum percepční mapy značek nejprodávanějších osobních aut v ČR.
Reserach of tourism crises communication: A bibliometric analysis of scientific papers
(2024) Pichlík, Lukáš
The COVID-19 pandemic, economic turbulence and other unexpected events have created the need for a radical rethinking of the marketing communication strategies of tourism entrepreneurs. Research on tourism crises is conditioned by the events that have occurred. A series of tourism crises around the world in the past motivated a large number of academics, scientists and managers to engage in various research activities. The main goal of this article is to conduct an in-depth analysis of the impact of current crises on marketing topics published in tourism. The research used bibliometric analysis of 612 papers of Web of Science database connected to topic of tourism, crises and communication. There has been a significant increase in the number of publications on this thematic focus over the last three years. Indeed, in such a manner that nearly 100 more publications (414) were published in the last 3 (incomplete) calendar years (2023, 2022, and 2021) than in the sum of the previous 11 years (2010-2020; 321).
Determinants of residents’ preferences in local elections in a tourism destination
(2024) Janeček, Petr; Štumpf, Petr; Vojtko, Viktor; Luštický, Martin
Residents represent one of the main stakeholders in a tourism destination.They have the power to influence the planning and development oftourism destinations in many ways. They can contribute to destinationdevelopment directly, via local initiatives and communities, or indirectlyin local government elections. This paper focuses on the indirectmethod of influencing tourism development. It deals with therelationship among residents’perception of tourism impact, economic,and socio-demographic profile, and their political preferences in localelections. This paper proposes an integrative model and uses the Generalized Linear Model (GLM) for testing this relationship in Český Krumlov, Czechia. The results confirm the relationships between theperception of tourism benefits and costs and residents’ political preferences in local elections. The main factors affecting residents’ voting decisions were identified as increasing quality of life, additional tax revenue, rising value of residents’ real estate, and over crowding and disruption of everyday life.
Industry 4.0, digital transformation and human resource management: Emerging themes and research trends in the context of the Visegrad countries
(2024) Eger, Ludvík; Žižka, Miroslav
Research background: The existing literature provides an incomplete approach to understanding the implications of Industry 4.0 for HRM development. Digitalisation has been shown to influence HR practices and the role of HR managers in various aspects of business operations.Purpose of the article: The aim of this research is threefold: (i) to identify the main themes and subthemes discussed that have been under consideration by scholars since 2011; (ii) to analyse the research designs and research methods used; (iii) to propose a future research agenda for this field, all with the focus on research development in the Visegrad countries.Methods: In this research, a systematic literature review (SLR) using biblio-metric analysis through the VOSviewer software, complemented with a thematic analysis, considered 112 articles obtained from the Web of Science (core collection) related to the topic of Industry 4.0 (digital transformation) and human resource management. The results reveal that human resource management is a significant phenomenon in supporting digital transformation. By using bibliometric analysis of the retrieved literature, using the standard created by the PRISMA group, it was possible to uncover the main statistical characteristics of published authors and cooperation networks in this area.Findings & value added: The results of the analyses show that the main themes of the research are HR trends in the Industry 4.0 era, the impact of the COVID-19 pandemic on HR, employee expectations related to the current development of technologies in Industry 4.0, sustainable HRM practices, de-velopment of digital competencies, soft and hard skills, the impact of digitali-sation on organisational culture, leadership styles and the environment for innovation. From the research design perspective, quantitative research based on empirical data dominates. Overall, this research contributes to the existing literature by providing a comprehensive overview of the research landscape of digital transformation and human resource development while outlining future research directions
How universities communicate with the public via social media: A content analysis
(2024) Eger, Ludvík; Gangur, Mikuláš
In recent years, social media have developed the strong potential to effectively communicate and to create a value proposition about university educational services, research activities and their third role. The social media content should be designed in a way which creates value for social media users to build a stronger level of engagement and facilitate brand communication. The conducted research not only investigates how selected universities use their profiles on Facebook and Instagram and communicate with the public, but the analysis also focuses on a deeper understanding of the characteristics that influence the interactivity and the relationship between a selected university and its page visitors. The findings reveal that different types of post sources generate different engagement per post (by follower) and behaviour of target groups. Furthermore, content analysis was performed to assess differences among universities in their communication. The findings document how selected categories according to uses and gratifications theory influence target groups' engagement. The results offer scholars and practitioners new knowledge for communication in the higher education field using social media.
Customer engagement in Facebook brand communities: A case study from automotive in the Czech Republic
(2024) Eger, Ludvík; Turchyn, Liuba
Social media is a valuable medium for customer engagement, maintaining existing customers and for acquiring prospective customers. Social media platforms are increasingly adopted as strategic communication tools for building brand equity and consumer engagement. The main objective of this study is to examine the roles of company-created content on Facebook in enhancing brand visibility and interaction between brand and consumer response. In this study, four official Facebook profiles from automotive brands were collected and surveyed and then the data were analyzed in detail using content analysis. Evaluation using the uses and gratification theory and the application of correspondence analysis of content related to the consumer's point of view brings new insights to brand communication using social media. The findings document how selected categories according to user gratification theory influence users' engagement. Both quantitative analysis of brand communication via Facebook and a qualitative survey of the posts with top engagement show differences in the marketing strategy of automotive brands in their social media communication. The findings of best-published posts could also be used as an example for benchmarking. The research provides a theoretical and practical understanding of social media marketing that can guide managers' decision-making when developing and improving their social media marketing activities focused on brand communities.
Customer engagement in Facebook brand communities: A case study from automotive in the Czech Republic
(Technická univerzita v Liberci, 2024) Eger, Ludvik; Turchyn, Liuba
Implementation of Generative AI as Tool for Marketing Communication seminars in Universities
(Západočeská univerzita v Plzni, 2024) Turčáni, Radek
Questionnaire Design Using Generative AI: A Case Study from Marketing
(Západočeská univerzita v Plzni, 2024) Eger, Ludvík
Strategické marketingové plánování Chrámu chmele a piva
(Západočeská univerzita v Plzni, 2023) Kochová, Eliška; Hommerová, Dita
Článek upozorňuje na význam marketingové komunikace neziskových organizací a je příkladem z praxe strategického pojetí nástrojů marketingového mixu. Zabývá se tvorbou strategického marketingového plánu pro neziskovou organizaci Chrám chmele a piva v Žatci, která poskytuje služby v oblasti cestovního ruchu. Pro zpracování strategického marketingového plánu bylo využito několika výzkumných metod, realizováno bylo pozorování, dále pak rozhovor a desk research. Výstupem plánu je stanovení vize a poslání organizace Chrám chmele a piva, dále vymezení strategických a dílčích cílů, strategie organizace a akčních plánů pro rok 2022. Na závěr je provedeno vyhodnocení úspěšnosti těchto kroků. Předložený článek slouží jako case study strategického pojetí nástrojů marketingového mixu pro neziskové organizace. Na úrovni strategického marketingového plánování je třeba zohlednit všechny aspekty externího a interního prostředí, které ovlivňují nejen marketingovou komunikaci, ale i další ekonomické nebo personální procesy v organizaci. Také neziskové organizace potřebují využívat adekvátních marketingových nástrojů a principů řízení, aby se udržely na trhu, a to i přesto, že jejich cílem není primárně zisk. Nezisková organizace byla vhodně zvolena, jelikož je příkladem organizace, která realizuje také vedlejší hospodářskou činnost (doplňkovou činnost).
Výzkum obsahu inzerce pracovních nabídek v síti LinkedIn: případová studie z bankovnictví v České republice
(Západočeská univerzita v Plzni, 2023) Krejčová, Zdeňka; Eger, Ludvík

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