Marketing communication of cafes on Instagram

This bachelor’s thesis focuses on the analysis of communication strategies used by selected cafés on the social network Instagram and their impact on the loyalty of young customers aged 18–25. The main objective is to identify the factors influencing customer loyalty and to highlight problematic aspects of current practices—particularly the insufficient use of Instagram’s communication potential, with a frequent emphasis on visual aesthetics at the expense of practical or relevant information. The theoretical part defines key concepts from the fields of visual communication, social media marketing, and the specifics of communication in the café and hospitality sector. The empirical part employs qualitative research methods: a content analysis of five Instagram profiles of Prague-based cafés was complemented by five interviews with members of the target group, which confirmed the issue of one-sided and non-informative communication. Furthermore, two expert interviews were conducted with professionals in the field of visual communication and online marketing. The quantitative part involved an online questionnaire survey with 162 respondents from various age groups. The findings show that customer loyalty is fostered not only by visual appeal, but also by the informative value of posts, authentic communication, and the ability to respond to users' needs. Key recommendations include consistent engagement through stories and comments, sharing practical information (e.g. menus, events, opening hours), encouraging user-generated content, and building a brand based on trust and a personal approach.