The aim of this thesis is to analyze the possibility of presentation of the company in an environment of social media with a focus on Twitter, to determine whether the presence of the company in this environment can affect (positively) brand perception and finally to recommend how the company should communicate on Twitter. The theoretical part describes definitions and the basic principles of social media and social media marketing based on the knowledge gained from literature, surveys and statistics. In the practical part, the mentions of the brand are quantitatively and qualitatively analyzed, the long-term trend is then compared with the specific campaign. All this is complemented by a questionnaire survey, which aims to determine whether and how people communicate with brands via social media. The findings of this section, together with the experience in managing profiles on social networks are finally summarized in the recommendations of communication on Twitter.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:149848 |
| Date | January 2011 |
| Creators | Samková, Barbora |
| Contributors | Průša, Přemysl, Šírová, Lenka |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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