Právní a ekonomické aspekty podnikání na sociálních sítích

Abstract

This bachelor thesis deals with the legal and economic aspects of doing business on social media. The aim is to identify the benefits and risks of this modern form of business based on theoretical knowledge and practical examples. The theoretical part focuses on selected forms of online business and the specifics of platforms such as YouTube, Instagram, TikTok, and Herohero. It also describes the legal framework, especially in the areas of privacy protection and copyright. The practical part applies a SWOT analysis of eight case studies and compares successful strategies with cases that led to reputational failure. The results show that for long-term sustainable business on social media, originality and a strong understanding of legal and ethical rules are also important.