Využití sociálních sítí pro propagaci a monetizaci digitálních produktů

Abstract

This bachelor thesis focuses on the use of social media for the promotion and monetization of digital products. The aim of the thesis is to analyze how social media can support the promotion and sale of digital products and to identify factors that influence customer decision-making and sales success from the perspective of digital product creators. The theoretical part defines marketing communication, digital marketing, social media and the specifics of the digital product market. The practical part is based on a questionnaire survey conducted among customers and digital product creators. The results show that the most important factors include trust in the creator, reviews and recommendations from other users, the quality of communication and the ability to clearly present the value of the product. The final part of the thesis provides suggestions and recommendations for more effective use of social media in the promotion and sale of digital products.