This thesis deals with the use of social media in marketing and corporate communication. The theoretical part focuses on the reasons why users use social media and why they are connecting with brands and presents the most important social media platforms on the Czech market and their marketing potential. The practical part is focused on the analysis of the use of social media by Czech beer brands using analytical tool Socialbakers Analytics. Following is a comparison of corporate communication of a major world brewing company. The final part of the thesis evaluates a conducted online survey focused on the use of social media by Czech users and their approach to the possibility of encountering the corporate communication of Plzeňský Prazdroj on social media platforms. The conclusion contains recommendations on channels and topics used in corporate communications on social media channels of this Czech brewing company.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:197299 |
| Date | January 2012 |
| Creators | Škoda, Michal |
| Contributors | Stříteský, Václav, Zamazalová, Marcela |
| 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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