Analýza marketingu fyzických osob využitím sociálních sítí

The bachelor’s thesis addresses analysis of social media marketing as a marketing tool supporting sales of natural persons. The main objective is to observe how effective different kinds of marketing strategies are on social networks Facebook, Instagram and TikTok and how to apply them on the brand Placatý brože. The empirical research was conducted as analysis of quantitative and qualitative data. The author could analyse quantitative data by publishing different types of content on social sites and could work with qualitative data gained from structured interviews. The research procedure was divided into three phases: publishing content on social sites, structured interviews and application of recommendations based on data analysis. The result of research was finding what platform has the highest reach, engagement rate and which platform is suitable for the following marketing purposes. The main benefit for the brand Placatý brože was having an effective strategy which is gradually improving based on experiments and analysis. Social media marketing is evolving and it is important for companies to understand what strategies and when to utilise them so that the whole marketing communication works and resonates with the brand.