Large Retail Chains on Social Sites: Analysis of their Image

This bachelor thesis deals with the analysis of unstructured data on online social site Facebook of selected large retail chains with general goods and grocery, currently operating in the Czech Republic.This thesis has two main aims, where the first objective is to present an exploration of the market of large retail chains in the sector of general goods and grocery. The main terms, trends in this industry and the shopping preferences of consumers in Czechia are described using the literature references about this topic and from which some key topics or trends are obtained for the data analysis.The second aim represents the data analysis of selected retail chains on Facebook, for a purpose to create and compare depictions of their popularity and discussion about selected topics on their public sites on the mentioned online social network.The methods to achieve objectives include the determination of analytical metrics and methods, by which the data obtained from Facebook are analyzed on the platform Kibana and used for discovery of answers for analytical or business questions with a summary of the analysis results.The results of the analysis are primarily beneficial to the retail chains themselves, but also to other traders since being aware of the results of the competition may also be advantageous. They can, for instance, compare their popularity with competitors, ascertain what topics or trends are currently more being discussed or are gaining more appreciation in terms of Facebook likes regarding to retail on the social network and thus acquire a certain insight into the current interests of consumers. In a broader perspective, this thesis demonstrates the possibilities of analyzing data from social networks and provides a framework of procedures and methods for further analysis.