Využití sociálních sítí v oblasti gastronomie

Utilization of social networks is the newest trend in marketing. Theoretical part of the thesis explores their application in the context of gastronomy. Emphasis is put on modern forms of on-line marketing, basic principles and instruments of marketing mix are also described. Main goal of this thesis was to identify which social networks are most used by consumers, their motivation for visiting social network profiles of restaurants, factors influencing choice and visits of restaurants and their willingness to share word of mouth, using questionaire. Secondary goal was to carry out descriptive analysis of social networks of a particular restaurant and propose recommendations for improving its marketing communication on the internet. Half-structured interview with a person responsible for marketing in the restaurant was also carried out, offering inside view of the events and marketing strategies.