Online marketing communication strategy of Babičkin dvor, a.s. with focus on social media

The topic of this bachelor thesis is the online marketing communication of the company Babičkin dvor, a.s., with a focus on Instagram as the company's main communication channel. The aim of the thesis is to evaluate the current communication strategy, identify opportunities and threats, strengths and weaknesses of online communication and based on a combination of quantitative and qualitative research propose specific steps to improve its effectiveness. The theoretical part defines key marketing concepts, analytical methods in marketing, online communication, social media, and current trends. The practical part applies methods such as content analysis, PESTEL and SWOT analysis. In addition, two in-depth interviews were conducted, along with a survey and internal data analysis. The findings indicate insufficient activity on social media, an excessive reliance on AI-generated content, a lack of unified visual identity, and underused communication potential. The proposed strategy includes improvements in content and visual style, cooperation with micro-influencers, and expansion to other online platforms. This thesis brings practical value not only to the company itself but also to the marketing agency managing its online presence. It may also serve as inspiration for other companies with a similar profile.