B2B komunikace na sociálních sítích v oblasti packagingu

This master’s thesis focuses on B2B social media communication in the beverage packaging industry in European countries. The objective is to examine the current state and tools of digital B2B marketing, analyse the use of social networks in the industry, and propose steps to improve B2B communication on social networks. The research methods used include interviews with salespeople, quantitative research, content analysis, and comparative analysis. The thesis provides insights into the effectiveness of B2B communication on social networks and proposes recommendations for improving communication strategies. Overall, this thesis aims to contribute to the development of B2B social media communication in the beverage packaging industry in European countries.