Dopady CSR aktivit společnosti v podobě marketingových kampaní na vnímání sociální odpovědnosti firmy jejími spotřebiteli

The subject of this thesis is to investigate the influence of marketing communication of CSR campaigns on consumers' perception of companies. The aim is to identify which communication elements of a CSR campaign influence its credibility and relevance in the eyes of consumers, and whether CSR communication contributes to building a positive relationship with the brand. The theoretical part, based on a literature review, presents the examined phenomenon and the current state of knowledge. The practical part introduces and justifies the research methods and presents and interprets the results, including the analysis. Finally, the research findings are discussed, the research questions are answered, and recommendations for further research are proposed.