Evaluation of the impact of "Share of Search" on the size of the market share of companies in selected markets in the Czech Republic in 2019-2022

The thesis focuses on analysing the impact of the Share of Search metric on the market shares of firms operating in the Czech Republic in the energy drinks and sportswear and footwear sectors between 2019 and 2022. The results are used to evaluate the suitability of the metric for setting measurable targets and solving the principal-agent problem. The thesis investigates the relationship between Share of Search metric and actual market shares by using correlation and regression between Share of Search and actual market shares of firms during the study period. The relevance of the topic is highlighted, especially in the context of the rapid adoption of the Share of Search metric created in 2020, and extends existing knowledge on the relationship between search and actual market shares. The paper confirms the partial relevance of the Share of Search metric for certain brands and markets. The limitation of the metric is mainly in the inconsistency of the results. In the case of correlation, it was the volatility of Pearson's coefficient values, which takes alternating positive and negative values, limiting the metric's usefulness for setting measurable targets. In terms of regression, the effect of search on market share was confirmed for some brands. However, no model confirmed this effect for all brands, which also makes the metric's usefulness for setting measurable targets and eliminating the principal-agent problem insufficient.