Možnosti využití sociálních médií v marketingu

Abstract

The thesis examines the influence of social media on Czech users, describes current social services and determines their utilization in marketing for three age groups – generations X, Y and Z. In research part, the thesis uses an exploratory method called focus group, which alongside with a short questionnaire serves to interpret data from seven interviews with age groups mentioned above. These interviews indicate that a significant part of users transfer their private content out of Facebook, often to Instagram, which also succeeds to reach young users who have recently preferred Snapchat. Apart from competitors Facebook faces other risk like increasing amount of advertisements disturbing its users and arrival of new technologies such as virtual reality. However, virtual reality still waits for a more notable success as most of interviewees still do not have enough information about it. Achieved results of this thesis serve to describe specifics of social media consumer behaviour and to understand their potential for marketing.