Marketingová komunikace na sociálních sítích pro kosmetický salon

This bachelor thesis deals with the issue of marketing communication of a beauty salon on social networks. The aim of the thesis is to analyze the current marketing communication strategy of the company on social networks and to propose specific improvements and recommendations that will lead to more effective addressing of the target group. The theoretical part of the thesis presents and describes the necessary theoretical background in the field of marketing, online marketing communication on social networks, and its measurement. The practical part focuses on in-depth interviews and analysis of the company's social media using content analysis and a questionnaire survey. In the final part of the thesis, recommendations are formulated based on the theoretical framework and findings from the practical part, which should contribute to improving the company's online marketing communication through social media.