Srovnání marketingové komunikace společností na sociálních sítích

Abstract

The aim of the bachelor’s thesis is to conduct an analysis and comparison of marketing communication of companies on social media. The attention is also paid to the attitudes and consumer behaviour of the respondents. Two fashionable online shops operating on the Czech market were selected. The thesis is structured into 7 chapters starting with Introduction. The second chapter deals with the characteristic of digital marketing and the third one describes the fashion market. The fourth chapter focuses on the methodology of the research. Online questionnaire (CAWI method) was used for the purposes of this research and was filled in by 179 respondents. Following chapter deals with the analysis of the results. In chapter six, recommendations were suggested based on previous chapter. At the end of the thesis, there is general summary of the bachelor’s thesis and its results.