Vnímání sociálně marketingové komunikace o duševním zdraví generace Z

Abstract

The bachelor's thesis focuses on the perception of social marketing communication about mental health by Generation Z. The theoretical part is based on the definition of the term social marketing, its definition, goals, areas and distinction from commercial marketing. It also deals with social marketing tools and at the same time characterizes Generation Z as a target group, including its relationship to influencers and mental health. The work includes quantitative research conducted through a questionnaire survey, which was attended by 432 respondents. The research focuses on the perception of selected campaigns about mental health, identification of elements that are attractive to respondents, and preferred communication channels. The results show that the key role is played by the visual aspect of the campaigns, the authenticity of the message and the use of social networks, especially Instagram and TikTok. The involvement of influencers and sharing of real stories, which contribute to a higher level of engagement and credibility of communication, are also important elements.