Marketing deskových her na sociálních sítích

This thesis deals with effective ways of marketing board games on social networks in the Czech environment. The aim is to identify the most effective forms and methods of marketing communication on social networks in promoting board games in the Czech environment and, based on the research conducted, provide practical recommendations for sellers of these games. The theoretical part describes the framework of modern marketing communication on social networks and the current market of board games. The thesis also pays attention to the specifics and trends related to social media marketing and board game marketing. The research then focused on the form, content, tone, and visual elements of the posts that influence the purchasing behavior of the target group. The study was conducted through a questionnaire among 164 Czech social network users who play board games at least occasionally.