Digitální komunikace centrálních bank v kontextu marketingu

Abstract

The digital environment is an essential part of the communication process in contemporary society. This trend is no exception in the financial sector, where central banks play a key role in maintaining stability and managing monetary policy. In this context, digital communication by central banks is becoming essential as it provides a space for interaction with the public, for sharing information and for explaining monetary policy decisions. The aim of the bachelor thesis is to describe and evaluate the digital communication tools of central banks, taking into account the communication of the Czech National Bank. The thesis uses quantitative research and questionnaire survey as the main methods of data collection, supplemented by regression analysis. In addition, an evaluation of the social media activities of central banks such as the Bank of England (BOE), the Czech National Bank (CNB) and the European Central Bank (ECB) is carried out. The data collection was carried out primarily.The most important results that lead to the achievement of the aim of the thesis are: (I.) The more people trust institutions on social media, the less the variance of inflation, (II.) Most of the people have not seen any contribution from the CBN, (III.) People who are older expect less deviation in inflation.