Analýza postojů k reklamě na sociálních sítích v Rusku

Abstract

The topic of the bachelor thesis and its aim is the Attitude analysis to advertising on social networks in Russia. The work is specifically focused on advertising that occurs on the social network Instagram and the Russian social network VKontakte. The thesis is divided into two parts - theoretical and practical. The theoretical part explains the theoretical basis of advertising on social networks, its types, psychology of advertising, and internet marketing. Furthermore, this section describes selected social networks and their characteristics. The practical part contains the method of data collection, the technique of respondent selection, the tool for querying and analyzing the collected data. The data was collected by electronic survey. The analysis shows that the majority of social networking users surveyed in Russia have a negative attitude to advertising. In the conclusion of the thesis have been proposed recommendations to enhance the control of advertising posts and links it contains.