Srovnání digitální marketingové komunikace automobilových značek na sociálních sítích

Abstract

The aim of this bachelor’s thesis is to systematically analyze and compare the marketing communication of automotive brands Skoda Auto and Hyundai on social media platforms Instagram and Facebook in the Czech environment. The theoretical part defines key concepts related to digital marketing, marketing communication, and the use of social media. The practical part focuses on both quantitative and qualitative analysis of published posts, their structure, and performance in terms of user interactions, particularly likes, comments, and shares. The analysis also includes a comparison of publishing activity, content formats, and thematic focus of the posts. Based on the results, differences in communication approaches of the analyzed brands are identified, and recommendations for improving their marketing communication on social media are proposed.