Tomáš Kincl

Tomáš Kincl
Prague University of Economics and Business | VŠE · Department of Exact Methods

Ph.D.

About

28
Publications
6,815
Reads
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120
Citations
Introduction
Associate Professor at the Department of Exact Methods, Faculty of Management, University of Economics, Prague. Curently interested in marketing strategy, online marketing and social media, marketing communications, customers satisfaction, sentiment analysis and cross-cultural differences. Visit my website (http://www.tomaskincl.net/) to get my papers you may be interested in

Publications

Publications (28)
Article
Full-text available
Higher education is a dynamic global industry with highly competitive and developed market. Universities communicate their international programs to attract prospective students interested in studying abroad. This study addresses a question, whether there is a difference between communicated characteristics of international programs among universit...
Conference Paper
Full-text available
Sentiment analysis and opinion mining is being perceived as one of the major trends of the nearest future. This issue follows up on the spontaneous and massive expansion of new media (esp. social networks). The amount of the usergenerated content published on social networks significantly increases every day and becomes an important source of infor...
Conference Paper
Full-text available
Television is a mass media which aims to reach large audiences. Since targeting through selection of the most suitable TV channel was not confirmed in our previous study we tried to discover another targeting mechanism used by companies. The research question whether there are different prime times for companies from different industries has been a...
Article
The impact of culture on consumer behaviour has been an important research area for decades. The rise of e-commerce prompted the importance of culturally bound differences between websites. Web designers are compelled to adjust website development to the cultural characteristics of the target audience and to reflect local perspectives. The actual t...
Article
Website quality measurement tools have been largely static and have struggled to determine relevant attributes of user satisfaction. This study compares and contrasts attributes of user satisfaction based on usability guidelines seeking to identify practical easy-to-administer measurement tools. The website users assessed business school homepages...
Article
The paper strives to answer the question of whether Digital Natives and Digital Immigrants share similar concerns with other generations across national cultures. A traditional cross-cultural approach is scrutinized to unravel the extent to which technology has influenced and co-created the digital culture, which may emerge as a distinct sub-cultur...
Article
This paper aims to analyze selected socio-economic aspects of golf courses (GC[s]) in the Czech Republic (CR). The analysis strives to determine what aspects affect the development and dynamics of the golf market. The analysis revealed that the construction and development of the GCs are related to the socio-economic type of territory. Most GCs are...
Chapter
All subjects on the advertising market want commercials to be effective. However, there are many definitions of advertising effectiveness and various ways of measuring it. Reach (or viewing rating, or exposure) still remains the most popular criterion for media space buying and selling, and the clearest quantitative criterion for evaluating adverti...
Article
Full-text available
The purpose of this research is to analyse the scheduling factors and their influence on TV advertising effectiveness. We deployed a quantitative approach based on a complete data set of advertisements aired on Czech TV in 2016 and 2017 for constructing a regression model. In contrast to several previous studies, our findings indicate that most ana...
Article
The article aims to determine the extent of gender-related differences in user satisfaction with websites with a focus on the asymmetric and nonlinear effects of customer satisfaction. An experiment was conducted with 15 men and 15 women who undertook a typical task (scenario) on 44 websites. Overall, 1,320 evaluations of website quality attributes...
Article
Full-text available
The study analyses mass media communication by mortgage lenders in the Czech marketand builds on Kotler’s competitive strategies concept and aims to answer the question of whetherthere is a relationship between the mortgage lenders’ market position and their mass mediacommunication profile. Furthermore, it analyses the mass media communication of m...
Article
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The aim of this study is to analyze the differences in color schemes in TV commercials across different product categories. The study answers the question of whether advertisers in different industries use specific color schemes to promote their company or products in TV commercials and if they follow the general recommendations for using colors in...
Article
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This article analyzes how mass media proliferation influenced and changed advertising market in Czech Republic in 2010–2016. The analysis builds on a dataset containing a full monitoring data in Czech Republic in the selected years. The results indicate that various media types deal with the proliferation in a different way. The TV market experienc...
Article
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The purpose of the article is to explore one of the Cental and East European media markets to determine whether different audience profiles reflect the various industry structures of the commercials aired. The article is based on data from a complete television (TV) commercials data set (n=2,303,435) from 2013. The results indicate that there are o...
Chapter
Full-text available
Sentiment analysis is a natural language processing task where the goal is to classify the sentiment polarity of the expressed opinions, although the aim to achieve the highest accuracy in sentiment classification for one particular language, does not truly reflect the needs of business. Sentiment analysis is often used by multinational companies o...
Conference Paper
Full-text available
Expressing attitudes and opinions towards various entities (i.e. products, companies, people and events) has become pervasive with the recent proliferation of social media. Monitoring of what customers think is a key task for marketing research and opinion surveys, while measuring customers’ preferences or media monitoring have become a fundamental...
Chapter
Full-text available
This chapter presents an extended study focused on application of automated attention analysis in online marketing. The research question we are trying to address is whether automated tools can be used to depict differences between brand related websites of beer companies. Automated and quick comparison of websites from different markets and cultur...
Conference Paper
Full-text available
Developers use a variety of methods to evaluate user’s reactions to the website. Research in neuroscience and natural vision processing resulted in the development of automated methods which simulate human attention and are able to provide similar results to eye-tracking. However robust evidence is still missing. This study contributes and expands...
Article
Full-text available
Tourism development has an irreplaceable role in regional policy of almost all countries. This is due to its undeniable benefits for the local population with regards to the economic, social and environmental sphere. Tourist destinations compete for visitors at tourism market and subsequently get into a relatively sharp competitive struggle. The ma...
Article
Automotive industry in several developed countries has been the back bone of their economies employing a large number of workers and contributing significantly to the overall industrial output. Sudden decline in demand for new cars caused by reduced finance accessibility and by bleak consumer outlook led many governments to the introduction of spec...
Article
Tourism development planning is now part of the regional policies of all Member States of the European Union. Strategic plans at national or regional level are specific instruments of regional management, which contain results of the planning process and ensure the development of tourism in the selected region. The paper analyzes the representative...
Conference Paper
The study compares and contrasts attributes of user perceived quality with information websites. It concerns a study of the formation of website quality, its nature and evolution based on the fulfillment of typical tasks. Based on empirical study based on 44 information websites, information value and navigation have been identified as key ingredie...
Article
Full-text available
The systematic tourism promotion can be understood as a specific tool of a regional policy of the Czech regions. At the present time almost all regions have disposed of a particular programme document focused on a development of tourism in a given region. Nevertheless these documents are considerably different in the case of their form and content....
Article
Marketing literature has shown long term relationship between consumer satisfaction and corporate profitability. Similarly, the evidence documented the asymmetric effect of product quality on consumer satisfaction - a customer is more receptive to negative product experiences than to positive impressions. This paper extends the concept of asymmetri...

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Projects

Projects (2)
Project
The aim of this project is to create a cross-border network of cooperating entities to (1) jointly identify opportunities for the practical use of AI, (2) find a suitable and effective application of this technology to optimise organisational processes, and (3) find ways to overcome existing obstacles to putting AI into practice. The results of the project will be realised on the basis of the initial analytical work which will lead to a cross-border roll-out of the strategic agenda with the aim of mutually supporting and accelerating the cross-border implementation of AI into business and institutional practice. AI Social Design Thinking Labs will be established on both sides of the border to support the realisation of the strategic agenda. The lab methodology will also include a discussion among participants on the responsible implementation and use of AI. As an accompanying tool to the lab concept, introductory educational modules will be developed targeting diverse audiences.
Project
is a joint project of two faculties of economics, the Prague University of Economics and Business and NTNU University of Trondheim. It aims to adapt new teaching methods to the new generation and to educate academic teachers in the needs of young students who come to universities to study.