Sociální sítě jako marketingový nástroj

This diploma thesis deals with the issue of social networks and their marketing tools, which are used in the creation of paid promotion. The theoretical part presents the history and trends in online marketing, analysis of social networks and approaches to online marketing, including methods of A/B testing, guerrilla marketing, CTA and qualitative and quantitative research, which are then used in the practical part. The aim of the diploma thesis was to create a detailed procedure in the field of e-commerce in promotion through marketing tools on social networks Facebook, Instagram and Pinterest and its verification in practice on a specific online store, created by the author for the purposes of this thesis. Another goal was to analyze the marketing tools used on the social networks Facebook, Instagram and Pinterest and to evaluate them using the criteria set by the author (price, user friendliness, demography and others), including the final comparison. In the work, a total of 80 conversions (sales) were made using the proposed procedures. In order to achieve the set goals, the methods of literature search, analysis, measurement, comparison and case studies were used. The benefit is the created procedure, which can be used in the creation of promotion on the given social networks and the final evaluation of individual tools, including their comparison.