Vliv komunikace v prostředí sociálních sítích na vnímání společnosti FTV Prima

This bachelor thesis is focused on the influence of communication in the social networking environment on the perception of FTV Prima. The goal of this thesis is to identify the strengths and weaknesses of the company’s communication on social networks. The theoretical part focuses mainly on the characteristics of marketing communication, social networks and the television market. The practical part concentrates on the company FTV Prima and its marketing communication led by social networks. The impact of communication was examined using primary data collected through a questionnaire survey. The research is supported by secondary data obtained from MML-TGI research and a structured interview with the head of social marketing in FTV Prima. Based on the analyses, the impact of social media communication on the perception of FTV Prima is determined and recommendations for more effective communication are made.