The Use of Social Media for Online Sales Promotion: Aviasales Study

Dilnaz Kadirova

Bakalářská práce

Abstract:

This bachelor thesis studies the use of social media for online sales promotion through a case study of Aviasales. The objective of the study is to analyse how the company structures its communication across Instagram, TikTok, and X and to evaluate the relationship between content type and engagement performance. The theoretical part reviews key concepts of social media marketing, consumer engagement, platform-specific communication, and digital sales promotion. The empirical analysis is based on a quantitative case study of 98 systematically selected organic posts published between January and December 2025. Engagement Rate per view was used as the main performance indicator. Descriptive statistics, cross-platform comparison, outlier analysis, and a chi-square test of independence were applied. The results show that humour-based content dominates Aviasales’ communication strategy. TikTok generates the highest engagement and viral potential, while Instagram provides more stable performance and X plays a supplementary role. Statistical testing indicates that engagement level is not significantly dependent on content category. The findings suggest that organic communication primarily supports brand visibility and audience retention, whereas direct sales promotion is likely implemented through paid campaigns. The thesis proposes an integrated communication model combining humour-driven engagement with platform-specific optimisation and paid conversion mechanisms.

Keywords

case study, content strategy, digital marketing, engagement rate, statistical analysis, TikTok, Instagram, X, online sales promotion, social media

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 14. 3. 2026

Obhajoba závěrečné práce

• Obhajoba proběhla 20. 5. 2026
• Vedoucí: doc. Ing. Tomáš Macák, Ph.D.
• Oponent: Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration