This thesis focuses on the segmentation of social media users in the Czech Republic and their behavior in the areas of online shopping and digital technologies. The aim was to identify key social media user segments and create their profiles for effective targeting of marketing strategies. To achieve this goal, factor analysis, cluster analysis, contingency analysis, and general analysis were performed using the tools: Data Analyzer and MS Excel. Five main segments were identified: "Digital... zobrazit celý abstraktThis thesis focuses on the segmentation of social media users in the Czech Republic and their behavior in the areas of online shopping and digital technologies. The aim was to identify key social media user segments and create their profiles for effective targeting of marketing strategies. To achieve this goal, factor analysis, cluster analysis, contingency analysis, and general analysis were performed using the tools: Data Analyzer and MS Excel. Five main segments were identified: "Digital Maniacs," "Regular Active Users," "News Watchers," "Personal News Agents," and "Digital Sleepers." The results of the analysis show that user behavior is influenced by their demographic characteristics and technological orientation. The thesis provides recommendations for companies to optimize their marketing strategies and improve the effectiveness of online shopping campaigns. |