Marketingová komunikace na sociálních sítích jako nástroj pro zvýšení návštěvnosti divadel

Social media have become a powerful tool for performance marketing with easy data access. Contenton social media is overloaded with paid content, and conversion pricing increases every month.Many Prague theaters spend their advertising budget inefficiently or on the basis of insufficientdata. This work aims to show how to effectively use the tools that social media offer to minimizethe cost of selling one ticket.The theoretical part offers an insight into the problems of modern marketing and marketing onsocial media and presents the concepts needed to work on social media. In the practical part, thethesis deals with the analysis of the use of social media on the example of DNZ. Part of the preparationfor the analysis is a managed semi-structured interview with Jan Búrik, head of the Nazábradlí Theater.