Analýza efektivity marketingové komunikace na sociálních sítích gastronomického podniku

Abstract

This bachelor thesis focuses on the analysis of the effectiveness of marketing communication of the selected café business Spot Coffee & Bar on social media. The aim of the thesis is to evaluate how the company uses social media as a tool of marketing communication, to identify the strongest and weakest elements of its current communication strategy, and to propose recommendations for its further improvement based on the findings. The theoretical part defines the key concepts related to marketing communication, online marketing, social media, content marketing, brand building and current trends in the digital environment. The practical part focuses on the analysis of content published on the company’s social media profiles during the period from 1 October 2025 to 31 March 2026. The evaluation mainly includes indicators such as reach, impressions, interactions, engagement rate and the performance of individual content formats. The thesis also includes a comparison of selected posts, target group analysis, persona creation and SWOT analysis. The results show that the highest effectiveness is achieved by authentic and visually attractive content, especially Reels and posts connected with a specific event, new product or human element. On the other hand, a lower number of link clicks and limited use of calls to action represent weaker aspects of the current communication. Based on the findings, recommendations are proposed to strengthen engagement, improve systematic content planning and use social media more effectively to support the brand.