Návrh marketingové komunikace značky pivní kosmetiky na sociálních sítích

Abstract

This bachelor’s thesis focuses on the marketing communication of the Saela brand on social media, with the main objective being the proposal of recommendations for its improvement. The theoretical part defines marketing communication, the communication process, tools of the marketing communication mix, and the importance of social media in marketing communication. The practical part is based on an online questionnaire survey focused on consumer attitudes toward beer cosmetics, preferences for social media content, and factors influencing purchasing decisions. The results show that beer cosmetics are not firmly established in consumers’ awareness and are perceived more as a gift product than as a part of everyday skincare. At the same time, it was found that respondents mainly prefer educational and entertaining content and that authenticity plays an important role in brand communication. Based on the findings, recommendations for improving the marketing communication of the Saela brand on social media were proposed.