Návrh marketingové komunikace na sociálních sítích pro neziskovou organizaci

Abstract

The master’s thesis focuses on the marketing communication of non‑profit organizations on social media, with particular attention to sports and community organizations. The aim is to describe how social media users perceive the communication of these organizations and which elements make the content engaging and trustworthy for the audience. The thesis includes a case study of the sports club Buď INline, which is used to illustrate the theoretical framework and to develop concrete communication strategies for the club’s social media profiles. The research findings form the basis for recommendations on how non‑profit organizations can work systematically with content, build an online community, and develop long‑term relationships with their supporters.