Analýza postojů uživatelů facebooku k využití sítě pro komerční účely

Abstract

In my thesis I deal with marketing of social media aimed at Facebook users’ attitude towards its commercial usage and also the possibilities and using of some of its functions or applications that mean the further progress in commercial usage of this social network. The aim of the work was to find out Facebook users’ attitude to those Facebook functions that are being used in company marketing communication as well as the attitudes to other functions that are not so common nowadays and mean further development in commercial usage of this social network and thus common valid recommendations for commercial profiles of companies on Facebook could be adopted. I have chosen a sample of respondents from Facebook users for the analysis. My thesis provides common recommendations for the content of Facebook commercial profiles as well as the ones for marketing on social networks that could be used for creating of the particular company profiles or Facebook products content. Social media are here and companies involve them gradually to their communicating strategies – some of them are only tools of communicating mix and some, like Facebook, are the media at the same time. Like all media it requires its own specific attitude in marketing and commercial usage and I tried to outline this specific attitude in my thesis.