Marketingová komunikace společnosti eDO finance, a.s

This bachelor's thesis focuses on the marketing communication of eDO finance, a.s., with particular emphasis on social media communication. The main objective of the thesis was to identify the factors contributing to the successful marketing communication of the company and, based on the analysis of primary and secondary data, propose recommendations for its improvement. A partial objective was to examine how existing clients perceive the company's marketing communication and to identify their preferred communication channels and content formats. The theoretical part discusses marketing communication, digital marketing, social media, and current trends in the marketing communication of financial institutions. The practical part includes an analysis of the marketing communication of eDO finance, an analysis of selected competitors' communication, examples of international best practices, and a questionnaire survey conducted using the CAWI method among the company's clients. The survey involved 159 respondents. The findings served as the basis for recommendations aimed at improving the company's marketing communication.