Bc. Lukáš Beneš
Bachelor's thesis
Behaviorální ekonomie a efekt nulové ceny
Behavioral economics and the effect of zero price
Abstract:
Cílem této bakalářské práce je kvantifikovat, jak efekt nulové ceny v online marketingovém prostředí ovlivňuje rozdílné rámování nabídek zdarma. V teoretické části je popsán efekt nulové ceny, jeho vysvětlení a jak ho ovlivňuje rámování. Dále jsou vymezeny relevantní poznatky z marketingu, včetně popsání PPC reklam a facebook ads. Praktickou částí je field experiment, ve kterém je porovnávána zájem …moreAbstract:
The aim of this bachelor thesis was to quantify how much does differ-ent framing of free offers influence zero price effect in online market-ing environment. In the theoretical part zero price effect is formally defined, its causes are explained and theory behind influence of framing is presented. Furthermore, relevant information from marketing is stated, including PPCs and Facebook ads. The practical …more
Language used: Czech
Date on which the thesis was submitted / produced: 29. 4. 2022
Identifier:
https://is.muni.cz/th/tvrcn/
Thesis defence
- Date of defence: 16. 6. 2022
- Supervisor: Ing. Bc. Michal Ďuriník, Ph.D.
- Reader: Ing. Dušan Mladenović, Ph.D.
Citation record
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- světu
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Masarykova univerzita, Ekonomicko-správní fakultaMasaryk University
Faculty of Economics and AdministrationBachelor programme / field:
Business Management / Business Management
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