Komunikace konkurenční výhody minipivovarů skrze sociální sítě

The aim of this master’s thesis is to assess the alignment between the declared communication strategy of selected Czech microbreweries and their actual content practice on Instagram. A secondary aim is to determine how this alignment manifests in the context of different business models. The research combines a content analysis of 424 posts from four Instagram profiles (Zichovec, Dva Kohouti, Muflon, Záhora), a thematic analysis of semi-structured interviews with their representatives, and an exploratory within- and cross-case comparison. The results show that in three of the four breweries the content practice corresponds to the declared strategy. In the case of Muflon the alignment is only partial, as the declared craftsmanship manifests in the feed predominantly through personal storytelling of the team. The business model enters communication through three mechanisms (the choice of the dominant advantage, the format composition, and the type of storytelling), yet the relationship between model and practice is not deterministic. The thesis inductively identifies four communication configurations: experiential-community, product-assortment, product-retail with a personal undertone, and hybrid. It provides an empirical description of microbreweries’ communication practice on Instagram and an exploratory matrix that can serve as a descriptive framework for managerial reflection and as a basis for subsequent quantitative research.