Postoje spotřebitelů k reklamě na sociálních médiích

This thesis deals with consumer attitudes towards social media advertising. The purpose is to identify consumers' motivations in the Czech Republic and their perception of social media marketing practices used by fashion e-commerce - Zalando and About You. The bachelor thesis consists of a theoretical and a practical part, which is divided into six chapters. The first chapter defines marketing and marketing communication. The second chapter deals with advertisements on social networks, specifically on Facebook, Instagram, and Youtube. The rest of the chapters concentrate on customers' attitudes and their behavior. The third chapter analyzes consumer behavior worldwide.In contrast, the fourth focuses on the behavior of Czechs towards online fashion brands. The subchapters bring the center of attention to the German e-commerce Zalando and About You. The fifth chapter is practical. It analyzes the results of primary research. Finally, the last chapter is a critical evaluation of the acquired knowledge presented as a general recommendation for effective advertising techniques, commercial communication through social media, and their role in influencing potential customers (based on their demographic characteristics) in favor of visiting online fashion websites.