Analýza online marketingové komunikace značek přírodní kosmetiky

Abstract

With the advent of new technologies and overall progress in digitisation, many companies are including social media in their marketing plan and using them regularly in marketing communications. This diploma thesis analyses the online marketing communication of three natural cosmetics brands on social media, Facebook and Instagram. The activity and effort of the examined companies put into creating content on social media are investigated. The effort of the companies is divided into three dimensions: intensity, richness, and responsiveness. In order to achieve the research aims, the activity of individual companies on Instagram and Facebook is monitored, and the findings are then used in the necessary calculations. The analysis results show the growth of followers for all companies on both social platforms. Furthermore, the frequency of shared contributions and the value of individual dimensions for all examined companies are interpreted, and proposals and recommendations for improving communication on social media are submitted.