Use of Social Media for Marketing and Promotion of B2C business and its effect on overall reputation in the Czech Republic

Bc. Yuriy Partala

Diplomová práce

Abstract:

The main goal of the thesis is to compare several B2C companies in the Czech Republic, determine how they use widely social media in business, and analyze their marketing campaigns. Partial goals can be characterized as follows: to analyze how these companies differ in ways of using media promotions, to determine which social media is more widely used in the Czech Republic, to ascertain which type of advertising is more popular across these companies.The methodology of this study is based on analysis and synthesis of technical information resources dealing with selected issues. The theoretical part analyzes the literature of Czech and foreign authors. The main method of gathering information for a practical part is the visual analysis of marketing campaigns. The practical part of the diploma work is based on SWOT analysis, benchmarking, financial analysis and regression. The last chapter of the work is a discussion chapter.

Keywords

social media, business, company, advertising, budget, B2C, propagation, campaign, startegy

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 29. 3. 2017

Obhajoba závěrečné práce

• Vedoucí: Ing. Petr Benda, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / Economics and Management