Role komunikačních strategií osobní značky na síti LinkedIn a jejich souvislost s výkonem firemního webu

This Master's Thesis examines the personal branding communication strategies of Czech B2B C-level managers on LinkedIn and their relationship to corporate website performance. The aim is to describe the content mix of this communication, identify factors associated with audience engagement, and use a case study to test whether a controlled content strategy translates into measurable website visitor behavior. The research combines a comparative content analysis of 2139 LinkedIn posts by 112 managers from 53 companies with a quasi-experimental case study of a single B2B company both grounded in the content typology of Mora Cortez et al. (2023). The results show that the content mix differs systematically by industry and managerial role, while the link between content category and engagement is weak and, for sales content, reversed relative to prior literature. Posting frequency, by contrast, correlates strongly and negatively with engagement. All measurable website traffic originated from social content, even though engagement rates were nearly identical across categories. Based on these findings, practical recommendations are formulated for the publishing strategy of B2B managers and companies.