Vliv sociálních sítí na výkonnost e-shopu s produkty pro zdravý životní styl

Abstract

The main objective of this bachelor thesis is to analyse the impact of social media sites on the effectivity of an e-shop selling healthy lifestyle products. The theoretical part of this work outlines common theoretical features of social media marketing and provides the characteristics of the e-shop. The analysis made use of the quantitative research method, in particular the electronic observation. The data collection tools comprised Google Analytics and Business Manager. Consenquently, the gathered data was analysed by the means of Microsoft Excel application. The case study analyses the effectivity of the social media sites compared to other resources available for customers, moreover the effectivity of individual social sites, and additionally the effectivity of particular types of internet posts and the impact of the cooperation with influencers. The study shows that 10 % of total revenue was acquired as a result of customers visiting the e-shop on social networks. In addition, it also proves that the cooperation with minor influencers is more profitable than the cooperation with the major ones. Based on the findings and the analysis, relevant suggestions and recommendations were made. For instance the recommendation to cooperate more intensively with less prominent influencers as it proves to be more effective.