Marketingová komunikace společnosti Ryanair na sociálních sítích a její vnímání generací Z

The thesis focuses on the analysis of Ryanair’s marketing communication on social media and on how this communication is perceived by Generation Z. The aim is to identify the key characteristics of the brand’s communication style and determine which elements resonate with young users. The theoretical part defines the specifics of social media marketing and the values of Generation Z. The practical part includes a content analysis of Ryanair’s communication, secondary MML-TGI data, and primary research conducted through a questionnaire survey and semi-structured interviews. The findings show that Generation Z appreciates humor, visual dynamics, and authenticity, while practical factors remain the main determinants when choosing an airline. The thesis provides recommendations for optimizing Ryanair’s communication strategy and offers insights applicable to targeting young consumers.