Purpose The purpose of this paper is to determine the gender differentiation of adolescents in their online shopping motivation based on utilitarian and hedonic values as an expression of well-being. It is necessary to find out whether and to what extent utilitarian and hedonic values act as motivations in online shopping. The aim was to find whether boys and girls differ in their average individual values representing motivators in a specific, individual online shopping behavior, while assuming that a higher frequency of occurrence of the value areas represents a higher level of well-being. Design/methodology/approach The research focused on finding if individual motivational areas of online shopping, in which utilitarian and hedonic values are applied, are differently represented by Slovak boys and girls. The research sample comprised of the Slovak adolescents (n=420, AM age=16.75). A modified questionnaire investigated the motivation for online shopping. Findings Research findings pointed to a higher degree of well-being in adolescents’ online shopping motivational structures based on utilitarian and hedonic motivations. The research study indicated different motivational structure based on utilitarian and hedonic values which are associated with online shopping behavior of the adolescents in relation to their gender. The outcomes showed that there was a larger representation of the utilitarian values related to online shopping by adolescent boys. The adolescent boys more often appreciated choice, availability of information, lack of sociality and cost savings. Adolescent boys and girls had equal hedonistic value motivations. Practical implications At the time of the digital marketing boom, the knowledge of adolescents’ behavior in the online shopping environment is important for marketing communication. Adolescents will represent a strong segment of buyers in the digital market in the near future. Thus, aiming for the improvement in well-being by respecting the gender differentiation, retailers could create a more effective marketing communication design that would be targeted at the current Generation Z. The findings are important for the preparation and creation of the design of the online-activities marketing in individual cultural regions. Originality/value There is a notable absence in the monitoring of the well-being values in adolescent online shopping in Europe, especially in the post-communist EU countries. The Slovak Republic is one of the dynamically developing post-communist countries of the EU. Its position in the OECD which measures subjective well-being is very low. The research can become a starting point for forming the theory of online shopping behavior, assuming gender unification in the areas of hedonic values and motivations not only for the Generation Z but for all online shopping consumers in the second decade of the twenty-first century. The presented research is thus practical in order to adequately set up the online communication and the research use of a diagnostic tool in the European space. The authors see the research as a pilot study, which gives the opportunity for subsequent intercultural comparison. Knowledge of gender differences and indicators of well-being tendencies in the motivational structure of adolescents may be applicable for supporting and regulating the online shopping behavior of adolescents, as well as for the explanation and theoretical modeling of this behavior.

Purpose The purpose of the study was to ascertain how preschool children consume media, which types of media content they are sensitive to and how children affect the shopping behavior of their parents. In other words, the study aimed at revealing whether distinctions occur among the selection of the media, among preferences of media products and forms, among concepts within advertising, among the attractiveness of media contents, among the types of influence by advertising products and among the means by which boys and girls have impact on their parents. Design/methodology/approach The paper is focused on the analyses of the perception of advertising messages and media consumption of children aged from two to seven years (N = 55) and their parents (N = 55) in the Czech Republic. The semi-structured interviews with the parents and children were used as the main research method. The children’s drawings focused on popular advertising were used as a supplementary method. The final findings were subjected to qualitative analyses – to thematic content analyses. Findings The analyzed interviews have revealed four key factors which frame and express the Czech preschool children’s reception and consumption of the media and their consumer behavior: media, media format and media content choice of preschool children; ritualization of the media consumption processes in preschool children; identification of advertising appeals within the media content in preschool children; and influence of media (and a social and cultural environment) on shopping behavior of preschool children. The findings are summarized in the table and visualized in thematic map. Research limitations/implications The sample size is small; therefore, it is not possible to generalize the results to all preschool children. Originality/value The study provides an explanation of the perception of media messages by preschool children from a broader perspective, from the children and their parents’ point of view.

Between 1 977 and 201 3 nesting of 72 different pairs of imperial eagle was recorded in Slovakia. The nesting population in Slovakia is concentrated in two subpopulations with the nesting area distant about 200 km. In Eastern Slovakia nesting of 42 pairs was recorded whilst in Western Slovakia 30 pairs were nesting. Authors present results of 37 years period of survey focused on distribution and trend of nesting population, as well as habitat preferences of the species. The paper compares results from Western and Eastern Slovakia. From Western Slovakia further data are evaluated, such as threats negatively influencing the population, period of hatching and other aspects of nesting biology. During the survey period the number of known nesting pairs in Slovakia has increased from five in 1 977 to 53 in 201 3. In total, 908 nesting events have been recorded during this period with 642 successful nesting events and 1 ,080 fledglings. In Western Slovakia the pairs prefer foothills, whilst in Eastern Slovakia most of the pairs nest in lowlands. Strong anthropic pressure is significantly influencing the distribution and size of the population as well as the habitat preferences of the species.

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The study deals with the question what communication strategies and manipulation tools institutions use in the field of mass communication, if they are in a given critical stage and solve disturbed relationships with the public through the unconventional forms of crisis communication. The study examines this issue in the advertising product 'Understanding is everything' which was published by Gulf Oil Corporation in 1984. The study shows that the tools of semiotic and discourse analysis are able to interpret the mediated contents of media texts when it detects a discursive field and communication processes which the text enters. The study concludes that different discursive fields and different communication processes and contexts which media products enter, generate different and even excluding interpretations of corporate communication and manipulative strategies.