Marketingová kampaň pojišťovny na sociálních sítích

The bachelor s thesis Marketing campaign of the insurance company on social networking sites analyses the application of social networks in marketing communication of companies. The theoretical part provides a comprehensive overview of the benefits connected to the use of social networks as a marketing tool and describes the process of creating a marketing campaign on social networks. The aim of this thesis is to prepare a marketing campaign for an insurance product on selected social networks (Facebook and Instagram), to implement this campaign and evaluate its progress and if the set of the main objectives have been achieved. Part of this thesis comprises of a quantitative content analysis that examines the communication activities of main competitors on Facebook. Based on the found results, recommendations for future company s campaigns will be proposed to help increase the efficiency in communication on selected social networks.