Sociální sítě jako marketingový nástroj značek

The bachelor thesis deals with social networks, which are nowadays increasingly coming to the fore in the marketing world. The main objective of this thesis is to gain a deeper knowledge of the use of social networking in marketing and to study the tactics and strategies of brands in the digital space for future use. In the theoretical part of the thesis, I discuss the most popular social networks of today. I analyze each of them and identify their advantages and disadvantages. Following that, i explore the different practices and strategies that brands are using on these social networks. In the practical part, I apply the method of interviewing representatives of the selected brand. I analyse their use of social media in marketing. I analyse the data collected and define what is behind the success of their campaigns. The result of the thesis is a summary of the findings, an exploration of individual strategies and their comparison in the field of social media marketing.