Sociální sítě jako nástroj marketingu

This bachelor’s thesis examines the use of social media as a tool of marketing communication. The aim of the thesis is to identify selected visual elements of posts inspired by the social media environment that attract users’ visual attention and to formulate recommendations for the creation of tailored marketing messages. The theoretical part focuses on the principles of online marketing, marketing communication on social media, and the basic principles of visual attention. The case study analyses the visual representation of a selected business on social media and subsequently works with experimental visual stimulation prepared for the purposes of this research. These are tested using an eye-tracking technology in a laboratory experiment on a sample of respondents. The results of the measurements are evaluated and used to formulate recommendations for the creation of visual marketing messages on social media, particularly for small businesses.