Analýza komunikace drogistických řetězců na sociálních sítích

Abstract

This bachelor thesis focuses on the analysis of marketing communication of drugstore chains on social media platforms Facebook and Instagram. Given the rapid development of digital technologies and the changing behavior of consumers, social media has become a key tool in marketing communication. The aim of the thesis was to examine how the companies ROSSMANN, spol. s r.o., dm drogerie markt s.r.o., and Teta drogerie a lékárny ČR s.r.o. communicate with their customers and to evaluate the effectiveness of their activities on the mentioned platforms. Using defined analytical models, the specific approaches of each brand were assessed. The results showed that the most successful chain in terms of online communication is dm drogerie markt s.r.o., mainly due to regular posting and the use of modern formats. ROSSMANN maintains a consistent strategy focused on traditional content, while Teta drogerie a lékárny ČR s.r.o. shows room for improvement. Based on the findings, specific recommendations were proposed to help each company improve its communication on social media.