Sociální sítě jako marketingový nástroj

The bachelor thesis deals with the topic of political marketing using social networks by political parties and coalitions before the Polish parliamentary elections in 2023. The first objective is to find out how active the selected political parties are on social networks. That goal is achieved by finding out the number of published videos and posts compared to the number of views or likes obtained. In the theoretical part, the terms marketing, marketing mix and political marketing are explained. Next are introduced the selected political parties and social networks Facebook, Instagram, YouTube and X, formerly known as Twitter. The second goal is to find out whether some of the selected political parties did not use the offered form of paid advertising on the selected social networks, and if so, to find out the approximate costs they spent on it and the response they received. In the practical part, the procedure for obtaining data and its subsequent analysis for individual political parties and coalitions and specific social networks is explained.