Analýza využití sociální sítě YouTube pro marketingovou komunikaci

Abstract

The topic of this bachelor's thesis is "Analysis of YouTube Social Network Usage for Marketing Communication ". The aim of the thesis is to find out how it is possible to work from the point of view of companies on the social network YouTube, as well as what it specifically means to establish and manage a YouTube channel. An electronic questionnaire survey and in-depth interviews were used for the research. The theoretical part of the thesis characterizes marketing communication and communication mix. The practical part describes the course of data collection and analysis of the results obtained. At the end of the work is described how the social network YouTube works from the perspective of users and companies as channel managers. The work sets out suggestions and recommendations for improvement.