Analýza digitální marketingové komunikace na sociálních sítích kaváren podniku mamacoffee

This bachelor thesis deals with the problem of ineffective communication on social networks of the Prague coffee shop chain mamacoffee. The aim is to evaluate the communication, to find the flaws and shortcomings of the current online communication in order to propose a series of recommendations for effective communication within social networks for the future cafes of the enterprise. The thesis consists of theoretical and practical parts. The theoretical part of the thesis is devoted to a literature research and other sources regarding the issue of online communication of mamacoffee enterprise cafes on social networks. Concepts such as brand and corporate identity, target group, personas, brand image and awareness are described. On the basis of the explained concepts, contexts, connections, it is possible to better understand the context of the problem and find a way to solve it. The practical part of the thesis consists of several parts - analysis of the current state of online communication of two mamacoffee cafes (mamacoffee Jaromírova and mamacoffee Podolská), doing qualitative research in the form of interviews, and on the basis of the data collected to create a list of recommendations to improve communication on social networks of the cafes of the company. The resulting recommendations are useful for improving social media communication for existing and future mamacoffee cafés. In addition, they can serve as inspiration for other similar businesses and for people who are thinking about opening a café.