This thesis deals with corporations looking at social media. It introduces an evolution of the web and the web 2.0 concept which are directly followed by social media. It defines social media and characterizes its major representatives. At the same time the thesis defines the corporation as an institute that uses social media to make a profit. This use is divided into five dimensions: brand building, customer care, sales, human resources and corporate social responsibility. Theoretical knowledge is applied to the combined research focused on the real corporation - Vodafone Czech Republic. This company is analyzed in terms of the five key dimensions of the corporation on social media, but subjects to analyze are partial social media activities of the company as well - sentiment analysis of online discussions, analysis of engagement on Facebook and analysis of key influencers on Twitter.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:124689 |
| Date | January 2012 |
| Creators | Pluháček, Petr |
| Contributors | Pavlíček, Antonín, Čermák, Radim |
| 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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