Sociální média jako marketingový nástroj

The purpose of this bachelor thesis is to investigate consumer awareness and perceptions of two well-known Czech companies' corporate social responsibility (CSR) activities. This goal will be met through the use of a questionnaire and a statistical analysis of responses. This thesis addresses two main issues concerning corporate social responsibility. The first research question is what extent consumers of Kofola and Relax are aware of the CSR initiatives undertaken by these companies. And the second one is how do consumers perceive the CSR activities of Kofola and Relax, and what are the key factors influencing their perceptions? This thesis employed scientific articles to demonstrate the significance of CSR activities and their impact on customer preferences. and an examination of the CSR activities of two selected companies, Kofola and Relax. As my methodology, I used quantitative analysis of two well-known Czech companies. A structured questionnaire was created to collect quantitative data on consumer awareness and perceptions, including CSR awareness and purchasing behavior questions. Based on the questionnaire data, an analysis was performed, and methods for increasing awareness of CSR activities were proposed.