Analýza online marketingové komunikace drogerií

Abstract

This bachelor thesis focuses on the analysis of online marketing communication of the drugstore chains dm drogerie markt and Rossmann on the Czech market. The aim is to evaluate the level of their online communication and propose recommendations to improve its effectiveness. The theoretical part defines key concepts and details of online communication in the retail and drugstore sector. The practical part analyzes communication of both companies on social media platforms Instagram, Facebook and TikTok across three selected time periods. The evaluation is based on quantitative and qualitative criteria and content analysis of posts. Based on the results, a comparison of both companies was conducted and recommendations were formulated. The findings show that dm drogerie markt demonstrates more effective communication, while Rossmann achieves higher user engagement.