Internet marketing with a focus on social media and its application to the cafe entering the market

The diploma thesis examines internet marketing, communication on social media and the subsequent application of knowledge to the newly emerging Café V Ráji. The main goal of the diploma thesis is to identify trends in e-commerce communication of cafes with an importance to social networks. The theoretical part of the thesis introduces the issues of Internet marketing, identifies the most important social networks along with the recommended communication and describes the basics for creating a marketing strategy. The practical benefit of the work is the application of the acquired knowledge to the commerce communication for the emerging company. In the practical part, therefore, the cafe is introduced and then created a marketing strategy based on the situation analysis. To create optimal e-commerce communication and identify trends, the communication of ten cafés was analysed, which were selected on the basis of the similarity of their marketing strategies with the strategy of Café V Ráji. Based on a comparison of knowledge from the literature and research results, trends in online communication in the cafe industry were identified. The research is based on an analysis of the online presentation of ten selected cafes and a detailed content analysis of two hundred and forty Instagram posts. The research is extended by the resulting recommendations for Café V Ráji.