Veronika Kopřivová’s research while affiliated with Silesian University in Opava and other places

In today’s world, people are using digital platforms more than ever to communicate with friends, network, shop, learn and more. The average time spent on these platforms is increasing. Companies are naturally reflecting this fact in order to reach as many people as possible through these platforms and their advertising messages. However, users are constantly bombarded with advertising messages that fragment their attention. It is, therefore, important to study the effects of different types of video advertising, with or without skipping, on consumers’ purchasing decisions and to create ads that perform better but do not distract the audience. Therefore, the aim of this paper is to investigate the effect of skipping ads in terms of brand memorability and brand salience on subsequent conversion performance in an e-commerce store. The results of the study show that consumers achieve lower brand recall and conversion rates when shown a non-skippable ad than a skippable ad. On the other hand, while skippable ads are associated with higher levels of actual brand recall, from a more holistic perspective, the non-skippable ad type is better suited to increase brand salience, which appears to be more important for subsequent future purchase execution at the retailer.

Although much literature has focused on prejudice-based traditional bullying, there are not a lot of studies about prejudice-based cyberbullying. This kind of cyberbullying reflects any form of cyberbullying based on a group affiliation or identity characteristics of the victim, often including historically marginalised and other “protected characteristics” (race, religion, disability, etc.). In this chapter, we focus on seven characteristics that were highlighted in previous research – family origin, skin colour, religion/belief, nationality/ethnicity, disability, poverty, and sexual orientation. We begin by reviewing research into prejudice-based cyberbullying and emphasise the main gaps in the existing knowledge. We then present our empirical findings based on an online study that contributes to filling these gaps: (a) the prevalence of prejudice-based cyberbullying and cybervictimisation at the cross-national level, across 17 countries and including culturally diverse samples (N = 5,215 high school students); and (b) the relationships of belonging to some of the marginalised groups (based on sex, nationality/ethnicity, religion, asylum status, and disability) with both prejudice-based cyberbullying and cybervictimisation. Finally, we refer to some suggestions for future research and conclude with the implications for prevention programmes based on the obtained results.

One of the fundamental pillars of properly set up marketing communication is customer orientation, defining their needs and preferences and then creating their profiles. Following this fact, the aim of the study is to create subsegments of Generation Y (Millennials) in the Czech market based on identified factors in terms of lifestyle as the non-traditional segmentation descriptive variable. In order to achieve the aim of the study, AIO parameters within psychographic segmentation were used to process primary data collected by marketing research carried out in the form of a questionnaire. Overall, 999 respondents who are residents of the Czech Republic participated in this marketing research. The characteristics of Generation Y (Millennials) and the determination of the main points for external and internal marketing strategies create the basis for the comparison of subsegments based on the criteria determining the possible success of the company in this process.