Sociální média Instagram jako nástroj řízení vztahů se zákazníky

This bachelor's thesis explores using Instagram for businesses as a supportive tool for customer relationship management. The main objective of the bachelor thesis is to find out if Instagram is a platform that can help companies to build and maintain relationships with their customers. The other aim is to describe the features of Instagram and how they can be used for Customer Relationship Management (CRM) purposes. The bachelor thesis is divided into two parts: theoretical and practical. The theoretical part defines CRM discusses CRM systems and compares social CRM to traditional CRM. This part also discusses the importance of customer engagement and loyalty in Social CRM. Besides that, it discusses different types of social media platforms and their benefits for businesses. The theoretical part is finished with an analysis of Instagram's functionality and business usage. The practical part is an analysis of a questionnaire survey that examines the impact of business activities on Instagram social media on customer behavior. Ultimately, the thesis provides insights into how businesses can effectively use Instagram as a platform for managing customer relations.