Sociální sítě, uživatelé a marketing

This thesis deals with the analysis of internet social networks and their relationship with users. It also discusses their business model and marketing purposes. The aim is to create an overview of the process of genesis and evolution of social networks in the Czech Republic and the world, the reasons for their formation and to analyze their current business model. The aim is also to describe the opportunities of social networks in business, especially how to use them to advertising, products promotion and customer relationship management. This thesis describes the different types of ads and their properties, then analyzes the major social networks operating in the Czech environment and shows their characteristics in marketing and the opportunities they offer for companies looking for new customers or employees. There's also analyzed the relationship between social networks and users, influence of social network od thein users and their impact on consumption. Then there is described the user view, processing of personal data, risks and threats of social networks. A between users in the most significant Czech social network follows and the resulting recommendations. In this thesis, you can find advices and recommendations on how to use the opportunities of social networks in promoting products and communication of companies with customers.