Social networks and their use for businesses - the case of Czech Republic

Pavel Mares

Diplomová práce

Abstract:

This diploma thesis focuses on the use of social media among Czech businesses. Internet and social media have changed the marketing in the core, the availability and range of options are both enormous. There are as much as 5 million people using social media in Czech Republic, but are Czech businesses taking a full advantage of the current situation? The research includes a brief introduction to the topic with the division of 20 most popular businesses on Czech social media based on their field. Followed by a case study, where the top 10 most admired Czech businesses (according to CzechTop100 initiative) were evaluated based on their online presentation, interaction with customers, their overall reach and ability to answer various questions and requests. Furthermore a public survey was carried in order to find the habits and preferences of Czech public. Their social media activity, engagement with businesses, social media role in their decision making and mainly their position towards the businesses studied. This work aims to bring new insights in defining the success and highlight the importance of social media in business regarding PR, brand awareness and public image.

Keywords

social networks, social media marketing, Facebook, online marketing, Czech Republic

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 31. 3. 2017

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

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